以Web 2.0的觀點探討網路商店介面、網路品牌信任與權益關係之研究－－網路書店網站為例

A Web 2.0 Approach to Analyzing the Relationship Between Web Interfaces, Trust and Online Brand Equity－An Example of Online Bookstore

網路商店的類型從過去靜態資訊的網頁演變成現在強調以Web 2.0特性為主的動態網站，然而過去對於Web 2.0的網路介面特性、衡量構念及其影響的相關研究卻相對缺少。本研究經過嚴謹的驗證過程，歸納出Web 2.0的網路商店的服務介面特性，包含互動性、參與性、分享性。並驗證Web 2.0介面特性對品牌信任與品牌權益的影響。本研究的

Abstract The dynamic and interactive features of web 2.0 have become a main interface for online marketing. However, the previous studies are inconsistent with regard to the interface and influence of web 2.0. In this research, we developed the concept of web 2.0 interface that includes interactivity, participation, and sharing. We further examined its effect on trust and online brand equity. Our findings suggest that: (1) the developed questionnaires of web 2.0 interfaces are a reliable and valid measure; (2) web 2.0 interfaces and online brand equity have a positive correlation; (3) brand trust serves as a partial mediator between web 2.0 interfaces and online brand equity. We conclude the study with some suggestions for practice and further studies.