代購網站資訊豐富度與網站服務品質對信任與再購意願影響之研究

The Influence of Information Richness and Service Quality on Trust and Repurchase Intention of Surrogate Websites

本研究意圖在探討代購網站產品的資訊豐富度、網站服務品質及推薦資訊對信任與再購意願之間的關係。效問卷為份 276，並進行因素分析與迴歸分析。本研究發現，代購網站資訊豐富度對消費者信任具有正向影響；而代購網站服務品質對消費者信任具有部分正向影響；而消費者信任對消費者購買意圖具有正向影響；最後代購網站推薦資訊不具調節代購網站產品資訊豐富度與代購消費者信任之效果。

This study was designed to investigate purchasing sites product information richness relations website service quality, trust and recommend information between the repurchase intention. In this study, the valid questionnaires is 276, factor analysis and regression analysis were applied. In this study, we founded that purchasing site information richness has a positive impact on consumer purchasing confidence; and purchasing website service quality portion having a positive impact on consumer purchasing confidence; while purchasing consumer confidence in purchasing have a positive consumer buying intentions impact; and finally purchasing the site information is not recommended to adjust the relationship of influence purchasing sites product information richness and trust between consumer purchasing.