Taiwanese Internet commerce trust and their purchase intentions in the Internet.
详细信息
文摘
The problem. Despite the critical fact of business-to-consumer online markets have grown rapidly---Several famous websites, eBay, Yahoo! and Amazon, provide platforms to gather together and do transaction without meeting the trading partners face to face, there is considerable evidence that in Taiwan, consumers still are accustomed to off line in-store) shopping and that the need to examine the consumers trust and develop important issues such as interactivity to consumers is not recognized. This purpose of this study is to explore Taiwanese consumers perceptions regarding their trust for shopping in the Internet, to determine the relationships of web site interactivity on Taiwanese consumers brand and product evaluations, and to compare their subsequent purchase intentions in on line/off line context. Method. Perceptual Interactivity and Trust Questionnaire was developed and was used to collect data from a random sample of 300 consumers in six shopping centres and 300 consumers in six randomly selected universities in Taiwan. Five-point Likert-type scale was used to measure respondents perceptions regarding their trust which mediates the influence of interactivity on consumer online and offline purchase intentions. Computation of item means and rankings indicated that respondents considered brand via website interactivity to be the most interested. Pearson Correlation and Linear Regression were used to analyze whether consumers perceived interactivity has a positive impact on their brand and product evaluation as well as if trust has a mediating influence on the purchase intentions in the Internet. One-way ANOVA was used for demographic items except gender which was compared using t tests for independent means to demonstrate significant differences in perceived trust p<；.05) between shopping centres and universities consumers based on their age. Factor Analysis and Cronbachs alpha was used by this study. Results. Student-consumers demonstrated significantly stronger perceptions of brand than did non-student consumers. Non-student consumers indicated difference in perceptions with interactivity based on their age. Taiwanese consumers perceptions of interactivity had a 22.0% possibility effect on brand； while a 40.4% possibility effect on evaluations of products. Trust mediated the influence of interactivity on Taiwanese consumers online and offline purchase intentions and trust explained a 51.1% possibility effect on evaluation of products and etc.