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    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/60217
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/60217

    Title: B2C電子商務信任之研究:以齊氏影響力模式闡述網路購物流程
    A study of B2C E-Commerce trust: applying cialdini’s influence model to internet shopping process
    Authors: 吳翊齊
    Wu, Yi Chi
    Contributors: 李有仁
    Li, Eldon
    Wu, Yi Chi
    Keywords: 消費者信任
    Consumer Trust
    Trust Building Model
    Structural Assurance
    Cialdini's Influence Model
    Trusting Belief
    Date: 2010
    Issue Date: 2013-09-04 16:59:26 (UTC+8)
    Abstract:   網際網路的成長,促使電子商務快速發展。然而,回顧電子商務的市場現況,即使網路購物規模不斷成長,但是卻仍有54.9%的網路商店未能達到損益平衡,主要原因在於激烈的市場競爭環境導致商品毛利率降低,獲利速度減緩。因此,資策會認為網路商店若想在競爭市場中脫穎而出,網站的技術安全必須值得消費者信任。




    1. 除了「好感」原則的結構性確保外,網站中其餘的結構性確保在消費者瀏覽網路商店時,皆會正向影響到消費者的信任信念。
    2. 消費者的「認知診斷」、「認知保證」、「認知信心」、「認知能力」、「認知可靠」、「認知嚮往」等信任信念的各個構面,會正向影響消費者的「信任態度」。
     The e-commerce environment has developed rapidly with the fast growth of Internet. However, by reviewing the market status of e-commerce, there were still 54.9% of Internet shops which couldn’t make the profit and loss balance even the internet shopping was growing constantly. The environment was so competitive that the profit margin of product reduced and the rate of making profits slowed down. Therefore, the Institute for Information Industry advised internet shops to enhance their internet security of websites if they wanted to stand out from the competitive environment.

     Consumers are not willing to purchase the products or services due to the lack of trust in the security of the website and credibility of the internet shops. For this reason, the key to gain the consumers is how to make them trust the internet shops.

     Past researches indicated that the consumer’s trusting beliefs can be enhanced by improving the structural assurance of the website. In addition, these trusting beliefs were positively related to the trusting attitude toward the website. Therefore, we identified the constructs of the trusting beliefs which could be affected by Cialdini’s Influence Model from literature review. We used this model to design the structural assurances of the website as experimental variables to probe the differences of consumer’s trusting beliefs under the model’s principles. Furthermore, we understand the effect of structural assurance by analyzing how the constructs of trusting beliefs affected consumers’ trusting attitude when consumers visit the Internet shop at the first time.

     This research manipulated the principles of Cialdini’s Influence Model to design the structural assurance of website and simulated the situation of internet shopping via laboratory experimentation. The research result was shown as below:
    1. The structural assurances designed by Cialdini’s Influence Model were positively related to the trusting beliefs of consumers except the “Liking” principle.
    2. The constructs of consumer’s trusting beliefs were related to the trusting attitude toward the website positively and respectively.
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