網站品質、信任與知覺風險兌購買意願之研究－－有機蔬果為例

A Study of Website Quality, Trust, and Perceived Risk on Purchase Intention for Organic Fruits and Vegetables

網路購物無法像實體交易能夠直接面對面接觸商品，使得消費者難以辨識交易商品品質，也擔心個人資訊及隱私之安全性，因而產生了風險及信任的議題。農產品具有不易標準化及易腐的特性，讓消費者在瀏覽網站時，更著重網站所提供的功能。本文以曾在網路購買有機蔬果之消費者為研究對象，研究結果發現：有機蔬果購物網站之資料內容完整、介面操作便利、提供服務及確保安全性，可提高消費者對有機蔬果購物網站的信任程度，降低消費者知覺風險，進而提高購買意願。建議企業強化網站資訊內容、提供可靠性與即時回應、提供安全完善的交易機制。 The online shopping doesn't require physical transactions, nor do consumers directly face the goods. It is difficult for consumers to identify the quality of the goods. Additionally, there are personal information, privacy and security that cause risk and trust issues. Agricultural products are difficult to standardize and perishable, thus causing consumers to be more concerned with the comparative handling of organic goods by the online businesses. The study explores consumers who have purchased organic fruits and vegetables on the Internet. The study found that the information content of the organic fruit and vegetable website is complete, the website interface is convenient to use, the service is provided and the security is ensured, the consumer's trust will increase, and the perceived risk will reduce, resulting in increased purchase intention. According to the result, this study recommends that private enterprises can intensify the information content of the website, provide reliability, promptly, and a method of safe purchase transactions.