| dc.contributor.advisor | 楊亨利 | zh_TW |
| dc.contributor.advisor | Yang, Heng-Li | en_US |
| dc.contributor.author (Authors) | 邱顯貴 | zh_TW |
| dc.contributor.author (Authors) | Chiu, Hsien-Kuei | en_US |
| dc.creator (作者) | 邱顯貴 | zh_TW |
| dc.creator (作者) | Chiu, Hsien-Kuei | en_US |
| dc.date (日期) | 2002 | en_US |
| dc.date.accessioned | 14-Sep-2009 09:08:46 (UTC+8) | - |
| dc.date.available | 14-Sep-2009 09:08:46 (UTC+8) | - |
| dc.date.issued (上傳時間) | 14-Sep-2009 09:08:46 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0087356504 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/31044 | - |
| dc.description (描述) | 博士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 資訊管理研究所 | zh_TW |
| dc.description (描述) | 87356504 | zh_TW |
| dc.description (描述) | 91 | zh_TW |
| dc.description.abstract (摘要) | 本研究係提出一個能夠讓企業經營的購物網站值得消費者信任之管理模式，以期幫助業者在提昇網站信任方面，有具體的目標和施力點。該模式包括兩個主要的部分：(1)網站值得信任的構成因素和(2)促成網站值得信任的管理措施。有關前者部分，本研究建構網站信任的架構和各因素重要性的排序，並轉成量表和對量表的驗證。後者在探討促成業者建立網站信任的顯著影響因素，以及業者和消費者在此方面表現的認知差距之分析。此外本研究也實際將量表分別應用在網站信任對個人資訊揭露意願的影響，和購物經驗對網站信任之影響的驗證。 在研究的流程上，首先以消費者為導向，探討網站值得信任的架構和重要組成。接著由業者評量自己的網站在此方面的表現，同時也指出影響該表現的各因素之強烈程度。然後，再回到消費者本身，進一步逐一評量該網站的實際情況，以作為本研究探討業者與消費者之間認知落差的情形。 本研究結果指出，網站值得消費者信任的主要因素可分為能力、正直和關係三個維度，十三個總指標，和五十三個細目指標。對業者的實證結果顯示，會顯著地促成網站業者在「網站信任」有較佳表現的因素，並不是感知的利益或感知的外在壓力，而是該網站是否一切準備就緒，尤其是在教育訓練與管理結構的支持、資訊科技資源、以及線上認證的配合等方面。另外，商業經營模式也是促成的重要因素，尤其是業者對網站的重要程度越高，又懂得虛擬社群的經營，那麼將更助於網站信任的展現。 在本研究中並指出線上業者和消費者在認知上落差之所在和其主要原因。為有效管理網站和促使網站值得信任，業者需真正地以消費者為導向，建立和妥善運用所需的資源和能力(如：教育訓練和管理結構的支持、資訊科技資源)，以提升消費者的信任。 此外，本研究確認了網站信任對提供個人資訊意願的正向影響，以及線上購物經驗對網站信任的助益。最後，本研究並對各階段成果說明策略意涵，也結合顧客關係管理觀念，提供業者信任管理的參考模式和網站信任的自我檢核參考表，期望有助於業者對網站信任，有較綜合性的瞭解和經營上的幫助。 | zh_TW |
| dc.description.abstract (摘要) | This paper presents an EC-trust management model based on a series of empirical studies, in order to help website managers to develop or enhance their website trustworthiness. This model consists of (1) the website trust/trustworthiness structure and its components, and (2) the managerial measures to support the development or enhancement of the trustworthiness. The latter also includes (1) the organizational readiness and business model for the trustworthiness, (2) the gap analysis that helps finding out the differences in the trustworthiness perceptions between website managers and consumers, and (3) the potential trust accumulation via the continuously better online experiences. The paper conducts a four-phase research. At first, the website trustworthiness structure and its evaluation form are constructed and validated. Then, out of 476 shopping websites, 100 managers use the form to evaluate their website trustworthiness, and also fill in the questionnaire that measures their perceptions of the factors (e.g. organizational readiness and business model) influencing their website trustworthiness performances. In the third phase, 128 consumers are asked to use the same form to perceive and evaluate those websites’ trustworthiness performance, in order to measure the correlations and the gaps between the managers’ and consumers’ perceptions. Besides, the effect of trust on the willingness of personal information disclosure is also tested in this phase. Finally, in the fourth phase, this research adopts a multiple case study strategy to find out the reasons for the significant gaps identified in the third phase, and, practically, works with a case company to find out the effect of the online-shopping experience on trust in the website. The result shows that the website trustworthiness involves three latent factors (i.e., competence, integrity, and relation), which consist of 13 elements, and a total of 53 detailed items. The website trust/trustworthiness performance is significantly affected by their website readiness (i.e., E & T and managerial structure, IT resources, financial resources, and seal-program preparation), the perceived website importance, as well as the perceived community importance. Meanwhile, the results also show that the gaps of perceptions between website managers and consumers do exist. Therefore, to effectively enhance their website trustworthiness, they should be really consumer-oriented and improve their performance according to the gap analysis. Besides, there are another two exciting findings in this paper. The effect of trust on the willingness of personal-information disclosure is validated. The significant effect of shopping experiences on trust suggests that the website managers should promote customers’ online experiences to enhance their trust in the websites. | en_US |
| dc.description.tableofcontents | 摘要 第一章 緒論……………………..……………………..…... 1 第一節 研究動機………..………………………………… 1 第二節 研究目的……………………………………………...… 3 第三節 研究範圍..……………………………………………… 4 第四節 研究流程……………………………………………….. 5 第二章 文獻探討 ………………………………………………… 6 第一節 信任……………………………………….…………….. 6 第二節 電子商務網站信任…………………………….……….. 12 第三節 個人資訊與隱私權……………….…………………….. 18 一、個人資訊提供………………………………………………. 18 二、資訊隱私權 …………………………………………….…… 24 三、個人資料保護之倫理道德 ………………………….…….. 28 四、個人資料保護之隱私政策 ………………………….…….. 32 五、美國網站隱私政策調查研究 ………………….………….. 33 六、隱私權保護、資訊揭露與自我揭露理論 ……….………… 35 七、隱私權揭露與組織決策理論 ………………….…………… 36 第四節 本研究的先期研究……………………………………... 38 一、我國電子商務網站之隱私權揭露………………………….. 38 二、電子商務網站的隱私權揭露之決策因素………………….. 53 第五節 計劃行為理論……………………………………….….. 71 第六節 資源基礎理論……………………………………….….. 75 第三章 研究方法…………………………………………………. 79 第一節 第一階段：網站值得消費者信任的主要因素………… 80 第二節 第二階段：業者建立網站值得信任的影響因素……… 83 第三節 第三階段：消費者對網站信任的實際評量…………… 88 第四節 第四階段：個案訪談暨購物經驗對網站信任的影響… 92 第五節 各階段研究方法與程序彙整…………………………... 94 第四章 資料分析與討論……………...………………………. 95 第一節 第一階段：網站值得消費者信任的主要因素………… 95 一、網站值得消費者信任的架構………………………………. 95 二、各因素重要性衡量與排序……….…………………………. 98 三、小結…………………………………………………………. 102 第二節 第二階段：業者建立網站值得信任的影響因素……… 105 一、問卷回收與整理…………………………………………….. 105 二、敘述統計及信度係數………….……………………………. 106 三、因素萃取和信度分析………………………….……………. 110 四、路徑分析與命題檢定………………………………………. 113 五、促成網站信任的關鍵影響因素之線性結構關係…………. 114 六、商業經營模式與網站信任…………………………………. 115 七、小結…………………………………………………………. 119 第三節 第三階段：消費者對網站信任的實際評量…………… 120 一、業者自評與一般消費者評分的相關與落差………………. 120 二、網站信任對個人資訊揭露意願的影響……….…………… 133 三、小結 139 第四節 第四階段：個案訪談暨購物經驗對網站信任的影響… 141 一、個案訪談整理、分析和討論………………………………… 141 二、線上購物經驗對網站信任的影響………………………….. 157 三、小結 172 第五節 各階段研究關聯與彙整………………………………... 175 第六節 電子商務網站信任管理模式…………………………... 181 第五章 結論與建議…………………..…………………………. 184 第一節 結論……………………………………………………... 184 第二節 研究限制與未來研究建議…………………………... 186 第三節 對業者的建議………………………………………... 187 一、對企業在網站信任管理方面的建議………………………. 187 二、本研究結果在顧客關係管理的應用………………………. 190 第四節 研究貢獻………………………….………………….. 194 一、在學術研究方面……………………………………………. 194 二、在企業實務方面……………………………………………. 195 參考文獻………………...………………………………………. 197 附錄……………………………………………………………... 212 壹、 第一階段問卷 ……………………………………... 213 貳、 第二階段問卷 ……………………………………... 218 參、 第三階段問卷 ……………………………………... 225 肆、 第四階段問卷 ……………………………………... 233 伍、 網站信任的自我檢核參考………………………. 235 論文著述 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0087356504 | en_US |
| dc.subject (關鍵詞) | 電子商務 | zh_TW |
| dc.subject (關鍵詞) | 網站 | zh_TW |
| dc.subject (關鍵詞) | 信任 | zh_TW |
| dc.subject (關鍵詞) | 值得信任 | zh_TW |
| dc.subject (關鍵詞) | 準備就緒 | zh_TW |
| dc.subject (關鍵詞) | 商業經營模式 | zh_TW |
| dc.subject (關鍵詞) | e-commerce | en_US |
| dc.subject (關鍵詞) | website | en_US |
| dc.subject (關鍵詞) | trust | en_US |
| dc.subject (關鍵詞) | trustworthiness | en_US |
| dc.subject (關鍵詞) | readiness | en_US |
| dc.subject (關鍵詞) | business model | en_US |
| dc.title (題名) | 電子商務網站信任管理之研究 | zh_TW |
| dc.title (題名) | The Study of E-Commerce Trust Management | en_US |
| dc.type (資料類型) | thesis | en |
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