英文摘要 |
The transactions from EC are faced incomplete norm environment, and it is necessary to build institution-based trust (IBT) mechanisms for online customers to decrease perceived risk or increase purchase intention. The purpose of this study is to discuss the perceived effectiveness of four IT-enabled institution-based trust (IBT) mechanisms how to affect buyers' trust and perceived risk from e-retailers. Furthermore, we discuss the relationship among customers' trust on e-retailers, perceived risk and purchase intention. The sample of this study includes 463 buyers in Yahoo! Taiwan shopping through online questionnaire, and then 405 valid questionnaires are collected. Structural equation modeling is applied to test hypothesis and analyze the data. Depending on the analysis of real evidences, this study results to four main implications: (1) According to the fit test of structural equation modeling, it is pointed out that the whole theory model of this study completes the standards of the fit test. Moreover, it evidences that this model can be supported. To sum up, the results show the indeed influential relationship among constructs. The perceived effectiveness of third- party assurance seals and payment guarantees has negative impact on perceived risk. But information intermediary and B2C transactions guarantees have no effect on perceived risk. (2) We find that the perceived effectiveness of four IBT mechanisms has positive impact on customers' trust on e-retailers. (3) Furthermore, we also find that the relationship between trust and perceived risk on e-retailers is negative. (4) Finally, we find the relationship between trust and purchase intention is positive. But the relationship between perceived risk and purchase intention is negative. |