| 摘要: | 經驗是學術研究的熱門領域之一,且經驗對於消費者的影響 亦被學術界所證實。然而,隨著網際網路的發展與普及,使得經 驗能夠透過網路進行傳播,成為人際虛擬經驗。此外,透過網際 網路消費者能夠不受時間和空間限制,進行資訊搜索、意見分享 與評價。同時學者指出B2C線上購物信任的累積將會影響到消費 者的判斷。因此,本研究的目的在於探討人際虛擬經驗與網路信 任對消費者購買意圖的影響,並探討人際虛擬經驗對網路信任的 影響關係。
本研究之研究範圍係針對網路上具規模之電子商店為主,針 對有網路使用經驗為 主要的研究對象,並採便利抽樣運用一般 問卷及網路問卷進行調查;共回收400份問卷,有效回收率為 100%。研究發現:(1)消費者「人際虛擬經驗」對「購買意圖」 具正向影響作用;(2)「網路信任」對「購買意圖」具正向影響作 用;(3)而「人際虛擬經驗」對「網路信任」不具影響作用。
Experience is one of the most popular research topic and its effects on the consumers have been confirmed by numerous research. However, with the development and popularization of Internet, experience can be spread through Internet as Interpersonal virtual experience. Besides, through Internet, consumers can search for information, share their comments and evaluation. Moreover, scholars point out that accumulated trust of B2C (Business to Customer) online shopping will influence consumer judgments. Therefore, the purpose of this research is to explore the effect of attributes of interpersonal virtual experience, trust on consumer’s purchasing intention, and then to explain the relationship between interpersonal virtual experience and trust.
By Internet survey, the researching data were collected from the users on the electronic stores. Through publishing questionnaires on internet, a total of 400 copies of questionnaires were delivered by mail, and the rate of valid retrieval is 100%. The result of the study has show that: (1) There is a positive relationship between interpersonal virtual experience and purchasing intention. (2) There is positive relationship between trust and purchasing intention. (3) There is no relationship between interpersonal virtual experience and trust. |
