探討線上購物環境中消費者信任對於購買慣性之影響

Exploring the Impact of Consumer Trust on Inertia Purchase from E-Purchasing Environment

本研究旨在透過消費者信任來瞭解消費者對於線上商店所產生的慣性購買行為。在本研究中，消費者信任區分為「對廠商的信任」以及「對使用者的信任」作為中介變數，利用不同的消費者信任去探討對消費者行為之影響。此外，本研究亦探討網路普及所衍生的社群媒體、網路口碑和線上廠商所提供的網路服務品質是否會影響消費者的信任。本研究樣本是依據產業情報研究所所提供的母體比例抽樣，共收集450份的有效問卷。本研究結果指出，要使消費者對廠商形成購買慣性，消費者信任是一個重要關鍵因素，另外，本研究也發現，「對使用者的信任」雖對慣性的效果並不顯著，但是此變數在自變數與應變數間扮演一個重要角色。

The purpose of this study is to investigate online customers‘ inertia behavior toward online vendors. In our study framework, consumer trust is divided into two intermediary variables: trust in user and trust in vendor. We employ two types of consumer trust to explore whether online customers‘ behavior (repurchase and inertia) toward online vendors can be affected. We collected 450 valid samples in accordance with the proportion of demographic statistics offered by the Market Intelligence and Consulting Institute (MIC). The empirical results reveal that customer trust is critical for online consumers to develop inertia with online vendors. Furthermore, trust in user is not significantly causally related to inertia, whereas trust in user played an important moderating role between independent variables and dependent variables in our research framework.