網路交易安全訊息說服力之研究

Message Persuasiveness in Online Transaction Security

本研究旨在於探討「什麼樣的交易安全訊息設計能夠改善消費者信用卡交易態度？」。研究對象為持有信用卡但卻不以該方式進行網路交易之消費者，透過對訊息強度與訊息來源之操弄，試圖將信用卡交易態度由原先近似拒絕改善為近似接受。研究結果顯示，不同訊息呈現方式或不同的訊息來源對於信用卡交易態度具有顯著之影響，其中以權威性+對比性+稀有性+國外認證機構之交易安全訊息最能夠改善消費者信用卡交易態度。在實務電子商務網站方面，分析結果發現我國食、衣、住、行、育、樂等各大購物網站皆缺乏強而有力之安全交易訊息之呈現。

The purpose of this study is to explore 'to what extent transaction assurance design can improve consumers' attitude toward using credit card to shop online'. Consumers who own credit card but do not prefer using them online were selected as research subjects. By manipulating message strength and message source, we tried to change their attitude toward credit card usage from nearly negative to nearly positive. The results show that different levels of message strength and message source impose different impacts on credit card usage attitude. Specifically, security information with 'authority+contrast+scarcity+international trustmark' exhibits the most significant effect on attitude improvement. We also examined a variety of websites and found that they offer no strengthen-enough transaction assurance information to consumers. Overall, our findings help understand consumers' responses when they face different security information as well as the kind of assurance design to be used to improve their credit card usage attitude.