交易成本觀點下電子商店購買意願之研究

A Study of Online Purchase Intention from Transaction Cost economics perspective

國內外過去對於電子商店購物的研究雖然多，但多單從風險、信任、交易成本等角度出發，尚缺乏將此構面結合之研究。因此，本文之目的在以交易成本為基礎，架構出一新的模式，探討其間相互的影響關係。本研究係針對有網路使用經驗，曾經瀏覽並完成交易的學生及上班族為主要對象，並採便利抽樣運用一般問卷及網路問卷進行調查，共得467份有效問卷，以LISREL來進行模式之驗證。研究發現：（1）消費者的知覺風險對購買意願不具有直接負向影響。（2）知覺風險對交易成本具正向影響、且知覺風險可經交易成本，間接影響消費者購買意願。（3）信任對購買意願具有正向影響。（4）信任對知覺風險具負向影響、而信任則可經由知覺風險、交易成本的降低，間接影響到消費者的購買意願。（5）交易成本對消費者網路購買意願具負面影響。

Even though there are numerous domestic and foreign researches on e-shop, the four aspects of transaction cost, perceived risk, trust, and purchase intension are not integrated. Therefore, the purpose of this research is to construct one new model based on transaction cost to discuss their correlation. The research objectives are students and wage earner with experience on Internet and ever surfed and completed transaction in it, and adopt convenience sampling to apply common questionnaire and Internet questionnaire for investigation. There are total 467 valid questionnaires, and the model is verified by LISREL. It shows: (1) The perceived risk of consumer has positive influence on purchase intension (2) the perceived risk of consumer has positive influence on transaction cost, and perceived risk could influence the purchase intension of consumer indirectly through transaction cost. (3) Trust has positively influence on purchase intension. (4) Trust has negatively influence on perceived risk of consumer, yet it could influence the purchase intension of consumer indirectly by reduced perceived risk and transaction cost. (5) Transaction cost has negative influence on the purchase intention.