1. NCCU Academic Hub
  2. 學術產出
  3. 商學院
  4. 學位論文
  5. Item

學術產出-學位論文

文章檢視/開啟

書目匯出

Google ScholarTM

政大圖書館

引文資訊

TAIR相關學術產出

題名 探討線上信任建立機制對消費者貢獻度之影響: 以亞馬遜為例
The Effects of Online Trust Building Mechanisms on Consumer Contribution: The Case of Amazon
作者 柯淑芬
Ko, Shu-Fen
貢獻者 李有仁<br>吳雅鈴
Li, Eldon Y.<br>Wu, Ya-Ling
柯淑芬
Ko, Shu-Fen
關鍵詞 線上購物
線上信任建立機制
消費者貢獻度
亞馬遜
Online shopping
Online trust-building mechanisms
Consumer contribution
Amazon
日期 2022
上傳時間 9-三月-2023 18:38:45 (UTC+8)
摘要 網路外部性是技術接受度和互聯網用戶行為的關鍵決定因素。由於電子商務是無國界的，本研究致力於調查台灣和美國在網路外部性、線上信任和消費者貢獻度的文化差異，並確定影響互聯網購買決策的因素模型。通過文獻探討和專家訪談，我們確定了網路外部性的 5 個組成部分：感知網路規模、感知外部聲望、感知兼容性、感知互補性和第三方支付。在研究模型中，假設網路外部性會影響線上信任，進而影響消費者貢獻度。本研究模型將線上信任視為二階反映性構面，包含: 感知保證、感知能力、消費者信心、來源可信度和診斷性。本研究同時探討了消費者的線上購物習慣對網路外部性和線上信任之間關00係的調節作用。從亞馬遜線上商店台灣的477個主要活躍客戶和美國的459個主要活躍客戶填寫問卷，收集數據，提供真實資訊，為本研究模型提供必要的支持。本研究發現當線上商店揭露更多關於網絡外部性的資訊被時，亞馬遜活躍客戶將被網絡外部性資訊影響，尤其是間接網絡外部性的感知兼容性、感知互補性等。本研究結果還提供資訊支持當線上商店揭露更多有關網絡外部性的資訊，尤其是提供更多感知保證、感知能力、消費者信心、來源可信度和診斷性等資訊，會提高整體線上信任，進而影響消費者對線上商店的貢獻。
Network externalities are key determinants of technology acceptance and Internet user behavior. Since e-commerce is borderless, this dissertation is dedicated to studying the cultural differences between Taiwan and the United States in terms of network externalities, online trust, and consumer contribution, and to identify models of factors that affect Internet purchasing behavior. Through literature review and expert interviews, we identify five factors of network externalities: perceived network size, perceived external prestige, perceived compatibility, perceived complementarity, and third-party payments. In the research model, it is assumed that network externalities will affect online trust, which in turn affects consumer contribution behavior. The research model views online trust as a second-order reflective structure driven by perceived warranty, perceived competence, consumer confidence, source credibility, and diagnosticity. In addition, the paper examines the moderating effect of habits on the relationship between network externalities and online trust. Collect the data of 477 active customers of Amazon online store in Taiwan and 459 active customers in the United States, fill in the questionnaire, provide real information, and provide support for this research model. This study finds that when online stores disclose more information about network externalities, active Amazon customers will be affected by network externalities, especially perceived compatibility and perceived complementarity of indirect network externalities. The results of this study found that when online stores disclose more information about network externalities, in particular providing more information about perceived warranty, perceived competence, consumer confidence, source credibility, and diagnostics, the overall online trust will increase, which in turn affects consumer contributions to online stores.
參考文獻 Aarts, H., and Dijksterhuis, A. (2000). The Automatic Activation of Goal Directed Behaviour: The Case of Travel Habit, Journal of Environmental Psychology (20:1). 75-82.
     Aarts, H., Verplanken, B., and van Knippenberg, A. (1998). Predicting Behavior from Actions in the Past:Repeated Decision Making or a Matter of Habit?, Journal of Applied Social Psychology (28:15), 1355-1374
     Aiken, K.D., Boush, D.M. (2006). Trustmarks, objective-source ratings, and implied investments in advertising: Investigating online trust and the context-specific nature of internet signals. Journal of the Academy of Marketing Science, 34(3), 308–323.
     Aiken, L., and Lu, Y. (2012). Enhancing perceived interactivity through network externalities: An empirical dissertation on micro-blogging service satisfaction and continuance intention. Decision Support Systems, 53, 825-834.
     Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
     Akar, Ezgi, and V. Aslihan Nasir (2015). A Review of Literature on Consumers’ Online Purchase Intentions. Journal of Customer Behaviour 14 (3), 215–233.
     Agarwal Ritu , and Karahanna Elena (2000). Time flies when you`re having fun: Cognitive absorption and beliefs about information technology usage, MIS Quarterly, Vol. 24, No. 4, 665-694.
     Bao Yeqing, Zhou Kevin Zheng, and Su Chenting (2003).Face consciousness and risk aversion: Do they affect consumer decision-making?, The Theory of Trying and Goal‐Directed Behavior, Volume 20, Issue 8, 733-755.
     Bennett Peter D., and Harrell Gilbert D. (1975).The Role of Confidence in Understanding and Predicting Buyers` Attitudes and Purchase Intentions, Journal of Consumer Research, Volume 2, Issue 2.
     Brickson, S. L.(2005). Organizational identity orientation: Making the link between organizational identity and organizations’ relations with stakeholders. Administrative Science Quarterly, 50, 576–609.
     Capece Guendalina, Calabrese Armando, Pillo Francesca Di, Costa Roberta, and Crisciotti Valentina (2013). The Impact of National Culture on E-commerce Acceptance: the Italian Case, Journal of corporate transformation, Volume20, Issue2, 102-112
     Cayla Julien, and Arnou Eric J., A (2008). Cultural Approach to Branding in the Global Marketplace, Journal of International Marketing.
     Chen Y.H. Barnes S.(2007). Initial trust and online buyer behavior Industrial Management + Data Systems. 107(1), 21-36.
     Chen, Z., and A.J. Dubinsky (2003). A Conceptual Model of Perceived Customer Value in E-Commerce: A Preliminary Investigation, Psychology & Marketing, Vol. 20, No. 4:323-347.
     Cheung C., Lee M.(2000). Trust in internet shopping: a proposed model and measurement instrument, AMCIS Conference, CA: Long Beach.
     Cheung, Christy and Limayem, Moez (2005). The Role of Habit in Information Systems Continuance: Examining the Evolving Relationship Between Intention and Usage, ICIS 2005 Proceedings. 39.
     Chumbley, J., and Griffiths, M. (2006). Affect and the computer game player: the effect of gender, personality, and game reinforcement structure on affective responses to computer game-play. CyberPsychology & Behavior, 9(3), 308-316.
     Chiu Chao-Min, Hsu Meng-Hsiang, Lai Hsiangchu, and Chang Chun-Ming (2012). Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents, Decision Support Systems, Volume 53, Issue 4, 835-845.
     Chiu Chao-Min, Cheng Hsiang-Lan, Huang Hsin-Yi, and Chen Chieh-Fan (2013). Exploring individuals’ subjective well-being and loyalty towards social network sites from the perspective of network externalities: The Amazon.com case, International Journal of Information Management, Volume 33, Issue 3, 539-552.
     Cialdini, R. B., Borden, R. J., Thorne, A., Walker, M. R., Freeman, S., and Sloan, L. R.(1976). Basking in reflected glory: Three (football) field studies. Journal of Personality and Social Psychology, 34,366–375.
     Clewley, N., Chen, S.Y. and Liu, X.(2009). Evaluation of the credibility of internet shopping in the UK, Online Information Review, Vol. 33 No. 4, 805-826.
     Cowcher, R.(2001). E-trust. Manager, (28), 22.
     Davis Fred D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly, Vol. 13, No. 3, 319-340.
     Deutsch, M., and Gerard, H. B.(1955). A dissertation of normative and informational social influences upon individual judgment, The Journal of Abnormal and Social Psychology, 51(3), 629–636.
     Dutton, J. E., Dukerich, J. M., and Harquail, C. V. (1994).Organizational images and member identification. Administrative Science Quarterly, 39 (2): 239-269.
     Ellison N., Steinfield, C., and Lampe, C. (2008). Social capital, self-esteem, and use of online social network sites: A longitudinal analysis. Journal of Applied Developmental Psychology, 29, 434–445.
     Erevelles Sunil, Roy Abhik, and Yip Leslie S.C.(2001).The universality of the signal theory for products and services, Journal of Business Research, Volume 52, Issue 2, 175-187.
     Feldman, J. M., & Lynch, J. G.(1998). Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior. Journal of Applied Psychology, 73(3), 421–435.
     Flavián Carlos, Guinalíu Miguel, and RaquelGurrea F (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty, Information & Management, Volume 43, Issue 1, 1-14.
     Gandal, N.,Hedonic (1994). Price indexes for spreadsheets and an empirical test for network externalities. RAND Journal of Economics, 25, 160–170.
     Gefen, D., Karahanna, E., and Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
     Hallikainen Heli, and Laukkanen Tommi (2018). National culture and consumer trust in e-commerce, International Journal of Information Management, Volume 38, Issue 1, 97-106.
     Häubl, G., and Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing Science, 19(1, Winter), 4–21.
     Herr Paul M., Kardes Frank R., and Kim John (1991). Journal of Consumer Research, Volume 17, Issue 4, 454–462.
     Hoffman, D.L., Novak, T. P. and Peralta, M., (1999). Building consumer trust online, Communications of the ACM, Vol. 42, No. 4: 80-85.
     Hong, S.-J., Thong, J. Y. L., Moon, J.-Y., and Tam, K.-Y. (2008). Understanding the behavior of mobile data services consumers. Information Systems Frontiers, 10(4), 431–445.
     Hyman, H. H.(1942). The psychology of status. Archives of Psychology, 38(6), 269.
     Jain Shailendra Pratap, Slotegraaf Rebecca J., and Lindsey Charles D.(2007). Towards Dimensionalizing Warranty Information: The Role of Consumer Costs of Warranty Redemption, journal of Consumer Psychology, Volume 17, Issue 1, 70-80.
     Japutra, A., Keni, K., and Nguyen, B. (2015). The impact of brand logo identification and brand logo benefit on Indonesian consumers relationship quality, Asia-Pacific Journal of Business Administration, 7(3),237-252.
     Jiang Zhenhui , and Benbasat Izak (2007).The Effects of Presentation Formats and Task Complexity on Online Consumers Product Understanding , MIS Quarterly, Vol. 31, No. 3 , 475-500.
     Jiang Zhenhui, and Benbasat Izak (2004). Virtual Product Experience: Effects of Visual and Functional Control of Products on Perceived Diagnosticity and Flow in Electronic Shopping, Journal of Management Information Systems, Volume 21, Issue 3.
     Jones,C, &Volpe,E.H. (2011). Organizational identification: Extending our understanding of social identities through social networks. Journal of Organizational Behavior, 32(3), 413–434.
     Khalifa Mohamed, and Liu Vanessa (2007). Online consumer retention: contingent effects of online shopping habit and online shopping experience, European Journal of Information Systems volume 16,780–792.
     Katz, M. L., and Shapiro,C. (1985). Network externalities, competition, and compatibility. The United States Economic Review, 75, 424–440.
     Katz, Michael, and Carl Shapiro(1986). Technology Adoption in the Presence of Network Externalities, Journal of Political Economy, August, 94, 822–41.
     Kassim Norizan M., Abdullah Nor Asiah (2008). Customer Loyalty in e‐Commerce Settings: An Empirical Dissertation , Electronic Markets, 18:3,275-290.
     Kempf Deanna, Smith S. Robert E (1998). Consumer Processing of Product Trial and the Influence of Prior Advertising: A Structural Modeling Approach, Journal of Marketing Research.
     Kim, D. and Benbasat, I. (2003). Trust-related arguments in internet stores: A framework for evaluations, Journal of Electronic Commerce Research, Vol.4, No.2, 49-64.
     Kim Dan J, Ferrin Donald, Rao L.H. Ragha (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents, Decision Support Systems, Volume 44, Issue 2, 544-564.
     Kim H.H. and K. Jihyun (2009). The effect of offline brand trust and perceived internet confidence on online shopping intention in the integrated multichannel context, International Journal of Retail and Distribution Management, Vol. 37, No.2, 126-141.
     Kim, S. S., & Malhotra, N. K.(2005). A Longitudinal Model of Continued IS Use: An Integrative View of Four Mechanisms Underlying Postadoption Phenomena. Management Science, 51(5),741–755.
     Li, H., Kuo, C. and Russell, M.G.(1999). The Impact of Perceived Channel Utilities, Shopping Orientations, and Demographics on the Consumer`s Online buying Behaviour, Journal of Computer-Moderated Communication, Vol. 5, No.2, 2-25.
     Lim, W.M.(2013). Toward a Theory of Online Buyer Behavior Using Structural Equation Modeling. Modern Applied Science, 7, 34-41.
     Lim, K. H., Leung, K., Sia, C. L., & Lee, M. K. (2004). Is eCommerce boundary-less? Effects of individualism–collectivism and uncertainty avoidance on Internet shopping. Journal of International Business Studies, 35(6),545–559.
     Limayenm, M., Hirt, S. G., & Cheung, C. M. K.(2007). How Habit Limits the Predictive Power of Intention: The Case of Information Systems Continuance. MIS Quarterly, 31(4), 705–737.
     Limayenm, Moez; Hirt, Sabine Gabriele; and Cheung, Christy M.K.(2003). Habit in the Context of IS Continuance: Theory Extension and Scale Development, ECIS Proceedings, 90.
     Lin CP, Bhattacherjee A (2008). Elucidating individual intention to use interprimary active information technologies: the role of network externalities. Int J Electron Commer 13(1), 85–108.
     Lin, CP, Tsai, Y. H., Wang, Y. J., & Chiu, C. K.(2011). Modeling IT relationship quality and its determinants: A potential perspective of network externalities in e-service. Technological Forecasting and Social Change, 78, 171–184.
     Mael, F. A., & Ashforth, B. E.(1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organization Behavior, 13(2),103-123.
     Mathe Kimberly, and Scott-Halsell Sheila (2012). The Effects of Perceived External Prestige on Positive Psychological States in Quick Service Restaurants, Journal of Human Resources in Hospitality & Tourism, 11:4, 354-372.
     Mayer, R. C., Davis, J. H., and Schoorman, F. D. (1995). An Integrative Model of Organizational Trust. Academy of Management Review, 20, 709-734.
     McKngiht D.H., Choudhury V. and Kacmar C.(2002). Developing and validating trust measures for e-commerce: an integrative typology. Information Systems Research 13(3), 334–359.
     Moon Junyean, Chadee Doren, and Tikoo Surinder (2008). Culture, product type, and price influences on consumer purchase intention to buy personalized products online, Journal of Business Research, Volume 61, Issue 1, 31-39.
     Niranjanamurthy M(2014). E-commerce: Recommended Online Payment Method–PayPal, International Journal of Computer Science and Mobile Computing, Vol.3, Issue.7, 669-679.
     Okazaki S. and Rivas F.A.(2002), A content analysis of multinationals’ web communication strategies: cross-cultural research framework and pre-testing, Internet Research: Electronic Networking Applications and Policy, 12 (5), 380-390.
     Oghaziac Pejvak, Karlssonb Stefan, Hellströmb Daniel, Hjortb Klas (2018). Online purchase return policy leniency and purchase intention : Mediating role of consumer trust, Journal of Retailing and Consumer Services, Volume 41, 190-200.
     Ohanian, R.(1990). Construction and validation of a scale to measure celebrity endorsers` perceived expertise, trustworthiness, and attrprimary activeness. Journal of Advertising, 19(3), 39-52.
     Ouellette, J. A., and Wood, W. (1998). Habit and Intention in Everyday Life: The Multiple Processes by Which Past Behavior Predicts Future Behavior, Psychological Bulletin, 124:1, 54-74.
     Park, N.,Valenzuela, S., & Kee, K. F. (2009). Is there social capital in a social network site? Amazon.com use, and college students’ life satisfaction, trust, and participation. Journal of Computer-Moderated Communication, 14(4), 875–901.
     Pahnila Seppo , Warsta Juhani (2010). Online shopping viewed from a habit and value perspective, Behaviour & Information Technology, Vol. 29, Issue 6, 621-632.
     Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3),101-134.
     Pavlou Paul A., Fygenson Mendel (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior, MIS Quarterly, Vol. 30, No.1,115-143.
     Peterson Robert A., Balasubramanian Sridhar, Bronnenberg Bart J.(1997). Exploring the implications of the internet for consumer marketing, Journal of the Academy of Marketing Science, volume 25, Article number: 329.
     Putra, B. A. P. W., Rochman, F., & Noermijati, N.(2017). The Effect of Trust, Risk, and Web Design on Consumer Intention By Means of Consumer Attitude To Purchase Online. Jurnal Aplikasi Manajemen, 15(3), 472–479.
     Rauyruen, P., Miller, K.E., and Groth M.(2009). B2B services: linking service loyalty and brand equity. Journal of Services Marketing, 23 (3), 175-186.
     Ringle, C. M., Wende, S., & Will S. (2005). SmartPLS 2.0 (M3) Beta. Hamburg, Germany. Rogers, E. M. , Diffusion of innovations 4th edition.
     Sahney, S., Ghosh, K., & Shrivastava, A.(2013). Conceptualizing consumer trust in online buying behaviour: an empirical inquiry and model development in Indian context. Journal of Asia Business Studies, 7(3), 278-298.
     Sheremata, W. A.(2004). Competing through innovation in network markets: Strategies for challenges. Academy of Management Review 29, 359–377.
     Tsiakis Theodosios, George Sthephanides (2005).The concept of security and trust in electronic payments, Computers & Security, Volume 24, Issue 1, 10-15.
     Schlosser, A. E., White, T. B., & Lloyd, S. M.(2006). Converting web site visitors into buyers: how web site investment increases consumer trusting beliefs and online purchase intentions, Journal of Marketing, 70(2), 133-148.
     Shankar, V., Urban, G. L., & Sultan, F.(2002). Online Trust: A Stakeholder Perspective, Concepts, Implications, and Future Directions. Journal of Strategic Information Systems, 11,325-344.
     Si, S.X., Cullen, J.B.(1998). Response categories and potential cultural bias: effects of an explicit middle point in cross-cultural surveys, The International Journal of Organizational Analysis, Vol. 6 No. 3, 218-230.
     Steenkamp, J. E. B. M., Kumar, N., & Geyskens, I.(1998). Generalizations about trust in marketing channel relationships using meta-analysis, International Journal of Research in Marketing, 15(3), 223-248.
     Wilson, N.(2018). The Impact of Service Quality and Brand Image Toward Customer Loyalty in The Indonesian Airlines Industry, Journal Manajemen Indonesia, 18(3), 222-234.
     Yang Y, Liu Y, Li H, Yu B. (2015). Understanding perceived risks in mobile payment acceptance, Industrial Management & Data Systems.
     Zhou, T., & Lu, Y.(2011). Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience. Computers in Human Behavior, 27(2), 883–889.
描述 博士
國立政治大學
資訊管理學系
101356502
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101356502
資料類型 thesis
dc.contributor.advisor 李有仁<br>吳雅鈴zh_TW
dc.contributor.advisor Li, Eldon Y.<br>Wu, Ya-Lingen_US
dc.contributor.author (作者) 柯淑芬zh_TW
dc.contributor.author (作者) Ko, Shu-Fenen_US
dc.creator (作者) 柯淑芬zh_TW
dc.creator (作者) Ko, Shu-Fenen_US
dc.date (日期) 2022en_US
dc.date.accessioned 9-三月-2023 18:38:45 (UTC+8)-
dc.date.available 9-三月-2023 18:38:45 (UTC+8)-
dc.date.issued (上傳時間) 9-三月-2023 18:38:45 (UTC+8)-
dc.identifier (其他 識別碼) G0101356502en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/143841-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 101356502zh_TW
dc.description.abstract (摘要) 網路外部性是技術接受度和互聯網用戶行為的關鍵決定因素。由於電子商務是無國界的，本研究致力於調查台灣和美國在網路外部性、線上信任和消費者貢獻度的文化差異，並確定影響互聯網購買決策的因素模型。通過文獻探討和專家訪談，我們確定了網路外部性的 5 個組成部分：感知網路規模、感知外部聲望、感知兼容性、感知互補性和第三方支付。在研究模型中，假設網路外部性會影響線上信任，進而影響消費者貢獻度。本研究模型將線上信任視為二階反映性構面，包含: 感知保證、感知能力、消費者信心、來源可信度和診斷性。本研究同時探討了消費者的線上購物習慣對網路外部性和線上信任之間關00係的調節作用。從亞馬遜線上商店台灣的477個主要活躍客戶和美國的459個主要活躍客戶填寫問卷，收集數據，提供真實資訊，為本研究模型提供必要的支持。本研究發現當線上商店揭露更多關於網絡外部性的資訊被時，亞馬遜活躍客戶將被網絡外部性資訊影響，尤其是間接網絡外部性的感知兼容性、感知互補性等。本研究結果還提供資訊支持當線上商店揭露更多有關網絡外部性的資訊，尤其是提供更多感知保證、感知能力、消費者信心、來源可信度和診斷性等資訊，會提高整體線上信任，進而影響消費者對線上商店的貢獻。zh_TW
dc.description.abstract (摘要) Network externalities are key determinants of technology acceptance and Internet user behavior. Since e-commerce is borderless, this dissertation is dedicated to studying the cultural differences between Taiwan and the United States in terms of network externalities, online trust, and consumer contribution, and to identify models of factors that affect Internet purchasing behavior. Through literature review and expert interviews, we identify five factors of network externalities: perceived network size, perceived external prestige, perceived compatibility, perceived complementarity, and third-party payments. In the research model, it is assumed that network externalities will affect online trust, which in turn affects consumer contribution behavior. The research model views online trust as a second-order reflective structure driven by perceived warranty, perceived competence, consumer confidence, source credibility, and diagnosticity. In addition, the paper examines the moderating effect of habits on the relationship between network externalities and online trust. Collect the data of 477 active customers of Amazon online store in Taiwan and 459 active customers in the United States, fill in the questionnaire, provide real information, and provide support for this research model. This study finds that when online stores disclose more information about network externalities, active Amazon customers will be affected by network externalities, especially perceived compatibility and perceived complementarity of indirect network externalities. The results of this study found that when online stores disclose more information about network externalities, in particular providing more information about perceived warranty, perceived competence, consumer confidence, source credibility, and diagnostics, the overall online trust will increase, which in turn affects consumer contributions to online stores.en_US
dc.description.tableofcontents ABSTRACT 2
     TABLE OF CONTENTS 5
     CHAPTER 1 INTRODUCTION 9
     CHAPTER 2 LITERATURE REVIEW 14
     2.1 NETWORK EXTERNALITIES 14
     2.1.1 PERCEIVED NETWORK SIZE 15
     2.1.2 PERCEIVED EXTERNAL PRESTIGE 15
     2.1.3 PERCEIVED COMPATIBILITY 15
     2.1.4 PERCEIVED COMPLEMENTARITY 16
     2.1.5 THIRD-PARTY PAYMENT 16
     2.2 ONLINE TRUST 17
     2.2.1 PERCEIVED WARRANTY 18
     2.2.2 PERCEIVED COMPETENCE 18
     2.2.3 CONSUMER CONFIDENCE 19
     2.2.4 SOURCE CREDIBILITY 20
     2.2.5 DIAGNOSTICITY 20
     2.3 CONSUMER CONTRIBUTION 21
     2.4 HABIT 22
     2.5 CULTURAL DIFFERENCES BETWEEN TAIWAN AND THE U.S. 22
     CHAPTER 3 RESEARCH MOTHODOLOGY 24
     3.1 HYPOTHESES DEVELOPMENT 24
     3.1.1 ONLINE TRUST 24
     3.1.2 PERCEIVED NETWORK SIZE 25
     3.1.3 PERCEIVED EXTERNAL PRESTIGE 26
     3.1.4 PERCEIVED COMPATIBILITY 26
     3.1.5 PERCEIVED COMPLEMENTARITY 27
     3.1.6 THIRD-PARTY PAYMENT 27
     3.1.7 HABIT 28
     3.2 RESEARCH MODEL 29
     3.3 MEASUREMENTS DEVELOPMENT 31
     3.3.1 SURVEY PROCEDURE 34
     3.3.2 QUESTIONNAIRES 35
     3.3.3 THE SAMPLE OF DEMOGRAPHICS 35
     3.4 DATA COLLECTION 37
     CHAPTER 4 RESEARCH RESULTS 38
     4.1 DATA ANALYSIS 38
     4.1.1 GENDER 38
     4.1.2 AGE 38
     4.1.3 EDUCATION 39
     4.1.4 WORKING YEARS 40
     4.1.5 YEARS OF SHOPPING ON AMAZON.COM 41
     4.1.6 NUMBER OF PURCHASES MADE ON AMAZON.COM 41
     4.1.7 THE SHOPPING EXPERIENCE ON AMAZON.COM 42
     4.1.8 PAYMENT METHOD ON AMAZON.COM 43
     4.1.9 ANNUAL CONSUMPTION AMOUNT ON AMAZON.COM 43
     4.2 MEASUREMENT MODEL 46
     4.2.1 RELIABILITY 47
     4.2.2 VALIDITY 47
     4.3 STRUCTURAL MODEL 52
     CHAPTER 5 RESULTS DISCUSSIONS 56
     5.1 DISCUSSION OF EMPIRICAL RESULTS 57
     5.2 THEORETICAL IMPLICATIONS 58
     5.3 PRACTICAL IMPLICATIONS 60
     CHAPTER 6 CONCLUSION 62
     REFERENCES 64
     APPENDIX-1 70
     APPENDIX-2 74		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101356502en_US
dc.subject (關鍵詞) 線上購物zh_TW
dc.subject (關鍵詞) 線上信任建立機制zh_TW
dc.subject (關鍵詞) 消費者貢獻度zh_TW
dc.subject (關鍵詞) 亞馬遜zh_TW
dc.subject (關鍵詞) Online shoppingen_US
dc.subject (關鍵詞) Online trust-building mechanismsen_US
dc.subject (關鍵詞) Consumer contributionen_US
dc.subject (關鍵詞) Amazonen_US
dc.title (題名) 探討線上信任建立機制對消費者貢獻度之影響: 以亞馬遜為例zh_TW
dc.title (題名) The Effects of Online Trust Building Mechanisms on Consumer Contribution: The Case of Amazonen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Aarts, H., and Dijksterhuis, A. (2000). The Automatic Activation of Goal Directed Behaviour: The Case of Travel Habit, Journal of Environmental Psychology (20:1). 75-82.
     Aarts, H., Verplanken, B., and van Knippenberg, A. (1998). Predicting Behavior from Actions in the Past:Repeated Decision Making or a Matter of Habit?, Journal of Applied Social Psychology (28:15), 1355-1374
     Aiken, K.D., Boush, D.M. (2006). Trustmarks, objective-source ratings, and implied investments in advertising: Investigating online trust and the context-specific nature of internet signals. Journal of the Academy of Marketing Science, 34(3), 308–323.
     Aiken, L., and Lu, Y. (2012). Enhancing perceived interactivity through network externalities: An empirical dissertation on micro-blogging service satisfaction and continuance intention. Decision Support Systems, 53, 825-834.
     Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
     Akar, Ezgi, and V. Aslihan Nasir (2015). A Review of Literature on Consumers’ Online Purchase Intentions. Journal of Customer Behaviour 14 (3), 215–233.
     Agarwal Ritu , and Karahanna Elena (2000). Time flies when you`re having fun: Cognitive absorption and beliefs about information technology usage, MIS Quarterly, Vol. 24, No. 4, 665-694.
     Bao Yeqing, Zhou Kevin Zheng, and Su Chenting (2003).Face consciousness and risk aversion: Do they affect consumer decision-making?, The Theory of Trying and Goal‐Directed Behavior, Volume 20, Issue 8, 733-755.
     Bennett Peter D., and Harrell Gilbert D. (1975).The Role of Confidence in Understanding and Predicting Buyers` Attitudes and Purchase Intentions, Journal of Consumer Research, Volume 2, Issue 2.
     Brickson, S. L.(2005). Organizational identity orientation: Making the link between organizational identity and organizations’ relations with stakeholders. Administrative Science Quarterly, 50, 576–609.
     Capece Guendalina, Calabrese Armando, Pillo Francesca Di, Costa Roberta, and Crisciotti Valentina (2013). The Impact of National Culture on E-commerce Acceptance: the Italian Case, Journal of corporate transformation, Volume20, Issue2, 102-112
     Cayla Julien, and Arnou Eric J., A (2008). Cultural Approach to Branding in the Global Marketplace, Journal of International Marketing.
     Chen Y.H. Barnes S.(2007). Initial trust and online buyer behavior Industrial Management + Data Systems. 107(1), 21-36.
     Chen, Z., and A.J. Dubinsky (2003). A Conceptual Model of Perceived Customer Value in E-Commerce: A Preliminary Investigation, Psychology & Marketing, Vol. 20, No. 4:323-347.
     Cheung C., Lee M.(2000). Trust in internet shopping: a proposed model and measurement instrument, AMCIS Conference, CA: Long Beach.
     Cheung, Christy and Limayem, Moez (2005). The Role of Habit in Information Systems Continuance: Examining the Evolving Relationship Between Intention and Usage, ICIS 2005 Proceedings. 39.
     Chumbley, J., and Griffiths, M. (2006). Affect and the computer game player: the effect of gender, personality, and game reinforcement structure on affective responses to computer game-play. CyberPsychology & Behavior, 9(3), 308-316.
     Chiu Chao-Min, Hsu Meng-Hsiang, Lai Hsiangchu, and Chang Chun-Ming (2012). Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents, Decision Support Systems, Volume 53, Issue 4, 835-845.
     Chiu Chao-Min, Cheng Hsiang-Lan, Huang Hsin-Yi, and Chen Chieh-Fan (2013). Exploring individuals’ subjective well-being and loyalty towards social network sites from the perspective of network externalities: The Amazon.com case, International Journal of Information Management, Volume 33, Issue 3, 539-552.
     Cialdini, R. B., Borden, R. J., Thorne, A., Walker, M. R., Freeman, S., and Sloan, L. R.(1976). Basking in reflected glory: Three (football) field studies. Journal of Personality and Social Psychology, 34,366–375.
     Clewley, N., Chen, S.Y. and Liu, X.(2009). Evaluation of the credibility of internet shopping in the UK, Online Information Review, Vol. 33 No. 4, 805-826.
     Cowcher, R.(2001). E-trust. Manager, (28), 22.
     Davis Fred D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly, Vol. 13, No. 3, 319-340.
     Deutsch, M., and Gerard, H. B.(1955). A dissertation of normative and informational social influences upon individual judgment, The Journal of Abnormal and Social Psychology, 51(3), 629–636.
     Dutton, J. E., Dukerich, J. M., and Harquail, C. V. (1994).Organizational images and member identification. Administrative Science Quarterly, 39 (2): 239-269.
     Ellison N., Steinfield, C., and Lampe, C. (2008). Social capital, self-esteem, and use of online social network sites: A longitudinal analysis. Journal of Applied Developmental Psychology, 29, 434–445.
     Erevelles Sunil, Roy Abhik, and Yip Leslie S.C.(2001).The universality of the signal theory for products and services, Journal of Business Research, Volume 52, Issue 2, 175-187.
     Feldman, J. M., & Lynch, J. G.(1998). Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior. Journal of Applied Psychology, 73(3), 421–435.
     Flavián Carlos, Guinalíu Miguel, and RaquelGurrea F (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty, Information & Management, Volume 43, Issue 1, 1-14.
     Gandal, N.,Hedonic (1994). Price indexes for spreadsheets and an empirical test for network externalities. RAND Journal of Economics, 25, 160–170.
     Gefen, D., Karahanna, E., and Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
     Hallikainen Heli, and Laukkanen Tommi (2018). National culture and consumer trust in e-commerce, International Journal of Information Management, Volume 38, Issue 1, 97-106.
     Häubl, G., and Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing Science, 19(1, Winter), 4–21.
     Herr Paul M., Kardes Frank R., and Kim John (1991). Journal of Consumer Research, Volume 17, Issue 4, 454–462.
     Hoffman, D.L., Novak, T. P. and Peralta, M., (1999). Building consumer trust online, Communications of the ACM, Vol. 42, No. 4: 80-85.
     Hong, S.-J., Thong, J. Y. L., Moon, J.-Y., and Tam, K.-Y. (2008). Understanding the behavior of mobile data services consumers. Information Systems Frontiers, 10(4), 431–445.
     Hyman, H. H.(1942). The psychology of status. Archives of Psychology, 38(6), 269.
     Jain Shailendra Pratap, Slotegraaf Rebecca J., and Lindsey Charles D.(2007). Towards Dimensionalizing Warranty Information: The Role of Consumer Costs of Warranty Redemption, journal of Consumer Psychology, Volume 17, Issue 1, 70-80.
     Japutra, A., Keni, K., and Nguyen, B. (2015). The impact of brand logo identification and brand logo benefit on Indonesian consumers relationship quality, Asia-Pacific Journal of Business Administration, 7(3),237-252.
     Jiang Zhenhui , and Benbasat Izak (2007).The Effects of Presentation Formats and Task Complexity on Online Consumers Product Understanding , MIS Quarterly, Vol. 31, No. 3 , 475-500.
     Jiang Zhenhui, and Benbasat Izak (2004). Virtual Product Experience: Effects of Visual and Functional Control of Products on Perceived Diagnosticity and Flow in Electronic Shopping, Journal of Management Information Systems, Volume 21, Issue 3.
     Jones,C, &Volpe,E.H. (2011). Organizational identification: Extending our understanding of social identities through social networks. Journal of Organizational Behavior, 32(3), 413–434.
     Khalifa Mohamed, and Liu Vanessa (2007). Online consumer retention: contingent effects of online shopping habit and online shopping experience, European Journal of Information Systems volume 16,780–792.
     Katz, M. L., and Shapiro,C. (1985). Network externalities, competition, and compatibility. The United States Economic Review, 75, 424–440.
     Katz, Michael, and Carl Shapiro(1986). Technology Adoption in the Presence of Network Externalities, Journal of Political Economy, August, 94, 822–41.
     Kassim Norizan M., Abdullah Nor Asiah (2008). Customer Loyalty in e‐Commerce Settings: An Empirical Dissertation , Electronic Markets, 18:3,275-290.
     Kempf Deanna, Smith S. Robert E (1998). Consumer Processing of Product Trial and the Influence of Prior Advertising: A Structural Modeling Approach, Journal of Marketing Research.
     Kim, D. and Benbasat, I. (2003). Trust-related arguments in internet stores: A framework for evaluations, Journal of Electronic Commerce Research, Vol.4, No.2, 49-64.
     Kim Dan J, Ferrin Donald, Rao L.H. Ragha (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents, Decision Support Systems, Volume 44, Issue 2, 544-564.
     Kim H.H. and K. Jihyun (2009). The effect of offline brand trust and perceived internet confidence on online shopping intention in the integrated multichannel context, International Journal of Retail and Distribution Management, Vol. 37, No.2, 126-141.
     Kim, S. S., & Malhotra, N. K.(2005). A Longitudinal Model of Continued IS Use: An Integrative View of Four Mechanisms Underlying Postadoption Phenomena. Management Science, 51(5),741–755.
     Li, H., Kuo, C. and Russell, M.G.(1999). The Impact of Perceived Channel Utilities, Shopping Orientations, and Demographics on the Consumer`s Online buying Behaviour, Journal of Computer-Moderated Communication, Vol. 5, No.2, 2-25.
     Lim, W.M.(2013). Toward a Theory of Online Buyer Behavior Using Structural Equation Modeling. Modern Applied Science, 7, 34-41.
     Lim, K. H., Leung, K., Sia, C. L., & Lee, M. K. (2004). Is eCommerce boundary-less? Effects of individualism–collectivism and uncertainty avoidance on Internet shopping. Journal of International Business Studies, 35(6),545–559.
     Limayenm, M., Hirt, S. G., & Cheung, C. M. K.(2007). How Habit Limits the Predictive Power of Intention: The Case of Information Systems Continuance. MIS Quarterly, 31(4), 705–737.
     Limayenm, Moez; Hirt, Sabine Gabriele; and Cheung, Christy M.K.(2003). Habit in the Context of IS Continuance: Theory Extension and Scale Development, ECIS Proceedings, 90.
     Lin CP, Bhattacherjee A (2008). Elucidating individual intention to use interprimary active information technologies: the role of network externalities. Int J Electron Commer 13(1), 85–108.
     Lin, CP, Tsai, Y. H., Wang, Y. J., & Chiu, C. K.(2011). Modeling IT relationship quality and its determinants: A potential perspective of network externalities in e-service. Technological Forecasting and Social Change, 78, 171–184.
     Mael, F. A., & Ashforth, B. E.(1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organization Behavior, 13(2),103-123.
     Mathe Kimberly, and Scott-Halsell Sheila (2012). The Effects of Perceived External Prestige on Positive Psychological States in Quick Service Restaurants, Journal of Human Resources in Hospitality & Tourism, 11:4, 354-372.
     Mayer, R. C., Davis, J. H., and Schoorman, F. D. (1995). An Integrative Model of Organizational Trust. Academy of Management Review, 20, 709-734.
     McKngiht D.H., Choudhury V. and Kacmar C.(2002). Developing and validating trust measures for e-commerce: an integrative typology. Information Systems Research 13(3), 334–359.
     Moon Junyean, Chadee Doren, and Tikoo Surinder (2008). Culture, product type, and price influences on consumer purchase intention to buy personalized products online, Journal of Business Research, Volume 61, Issue 1, 31-39.
     Niranjanamurthy M(2014). E-commerce: Recommended Online Payment Method–PayPal, International Journal of Computer Science and Mobile Computing, Vol.3, Issue.7, 669-679.
     Okazaki S. and Rivas F.A.(2002), A content analysis of multinationals’ web communication strategies: cross-cultural research framework and pre-testing, Internet Research: Electronic Networking Applications and Policy, 12 (5), 380-390.
     Oghaziac Pejvak, Karlssonb Stefan, Hellströmb Daniel, Hjortb Klas (2018). Online purchase return policy leniency and purchase intention : Mediating role of consumer trust, Journal of Retailing and Consumer Services, Volume 41, 190-200.
     Ohanian, R.(1990). Construction and validation of a scale to measure celebrity endorsers` perceived expertise, trustworthiness, and attrprimary activeness. Journal of Advertising, 19(3), 39-52.
     Ouellette, J. A., and Wood, W. (1998). Habit and Intention in Everyday Life: The Multiple Processes by Which Past Behavior Predicts Future Behavior, Psychological Bulletin, 124:1, 54-74.
     Park, N.,Valenzuela, S., & Kee, K. F. (2009). Is there social capital in a social network site? Amazon.com use, and college students’ life satisfaction, trust, and participation. Journal of Computer-Moderated Communication, 14(4), 875–901.
     Pahnila Seppo , Warsta Juhani (2010). Online shopping viewed from a habit and value perspective, Behaviour & Information Technology, Vol. 29, Issue 6, 621-632.
     Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3),101-134.
     Pavlou Paul A., Fygenson Mendel (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior, MIS Quarterly, Vol. 30, No.1,115-143.
     Peterson Robert A., Balasubramanian Sridhar, Bronnenberg Bart J.(1997). Exploring the implications of the internet for consumer marketing, Journal of the Academy of Marketing Science, volume 25, Article number: 329.
     Putra, B. A. P. W., Rochman, F., & Noermijati, N.(2017). The Effect of Trust, Risk, and Web Design on Consumer Intention By Means of Consumer Attitude To Purchase Online. Jurnal Aplikasi Manajemen, 15(3), 472–479.
     Rauyruen, P., Miller, K.E., and Groth M.(2009). B2B services: linking service loyalty and brand equity. Journal of Services Marketing, 23 (3), 175-186.
     Ringle, C. M., Wende, S., & Will S. (2005). SmartPLS 2.0 (M3) Beta. Hamburg, Germany. Rogers, E. M. , Diffusion of innovations 4th edition.
     Sahney, S., Ghosh, K., & Shrivastava, A.(2013). Conceptualizing consumer trust in online buying behaviour: an empirical inquiry and model development in Indian context. Journal of Asia Business Studies, 7(3), 278-298.
     Sheremata, W. A.(2004). Competing through innovation in network markets: Strategies for challenges. Academy of Management Review 29, 359–377.
     Tsiakis Theodosios, George Sthephanides (2005).The concept of security and trust in electronic payments, Computers & Security, Volume 24, Issue 1, 10-15.
     Schlosser, A. E., White, T. B., & Lloyd, S. M.(2006). Converting web site visitors into buyers: how web site investment increases consumer trusting beliefs and online purchase intentions, Journal of Marketing, 70(2), 133-148.
     Shankar, V., Urban, G. L., & Sultan, F.(2002). Online Trust: A Stakeholder Perspective, Concepts, Implications, and Future Directions. Journal of Strategic Information Systems, 11,325-344.
     Si, S.X., Cullen, J.B.(1998). Response categories and potential cultural bias: effects of an explicit middle point in cross-cultural surveys, The International Journal of Organizational Analysis, Vol. 6 No. 3, 218-230.
     Steenkamp, J. E. B. M., Kumar, N., & Geyskens, I.(1998). Generalizations about trust in marketing channel relationships using meta-analysis, International Journal of Research in Marketing, 15(3), 223-248.
     Wilson, N.(2018). The Impact of Service Quality and Brand Image Toward Customer Loyalty in The Indonesian Airlines Industry, Journal Manajemen Indonesia, 18(3), 222-234.
     Yang Y, Liu Y, Li H, Yu B. (2015). Understanding perceived risks in mobile payment acceptance, Industrial Management & Data Systems.
     Zhou, T., & Lu, Y.(2011). Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience. Computers in Human Behavior, 27(2), 883–889.		zh_TW