The Trust Model for Consumers’ Online Shopping in Taiwan

隨著網路服務的日新月異，電子商務在我國經濟的重要性日益增加，網路購物已成我國消費者生活中的重要選項。消費者網路信任是電子商務成敗的重要樞紐，然而目前相關研究仍缺乏一個兼顧理論和實務的理解方式。本研究兼採東西方信任理論之長，具體提出我國消費者網路信任模式，以解決過往理論和實務上對我國消費者網路信任理解不足之憾。本研究揉合華人關係主義和西方個人主義的信任理論脈絡，並結合網路口碑等當代網路購物的重要現象，以消費者個人考量的計算基礎和熟悉基礎，消費者關係網絡內的朋友/同儕和網友之信任轉移，以及消費者關係網絡外的制度基礎來共同建構我國消費者網路信任模式。本研究採用調查研究方法，共蒐集1151個有效樣本進行多元迴歸分析和結構方程模式分析。結果發現本研究所提出之我國消費者網路信任模式可以很適切地描述我國消費者網路信任的建構方式，並較過往僅考量個人主義脈絡的模式更具解釋能力。這樣的結果非但克服了過往研究中缺乏在地信任理論脈絡的缺陷，更透過網友信任轉移的概念為網路口碑等現象找到合適的理論定位，彌補了過往僅將實體經濟的消費者信任延伸至網路購物之不足。本研究之主要發現有以下四點： 1. 我國消費者網路信任建構應揉合關係主義和個人主義之觀點 2. 朋友/同儕和網友的信任轉移應被納入網路信任模式之中 3. 制度基礎為我國消費者網路信任的重要根基 4. 個人考量的信任基礎仍在網路信任建構中產生一定作用 綜合以上發現，本研究主張關係主義的信任理論脈絡在理解我國消費者網路信任當中不可或缺，且未來或應將人際關係網絡拓展為社群關係網絡，才能更為貼近當代的網路購物現象。此外，本研究建議未來在網路購物的行銷策略上應當更加充分地利用團體的力量吸引消費者，以更為有效地提升消費者的網路信任和黏著程度。As the increasing demand of internet services, online shopping has become a main option in our life. Consumer trust, in particular, is the key factor in online shopping. However, not much research in Taiwan addressed both theoretical and practical aspects of consumer trust. This research integrated the theories of relationalism and individualism, as well as word of mouth, to establish a theoretical model of consumer trust in online shopping. A total of 1151 consumers completed a questionnaire based on our model. Multiple regression analysis and structural equation modeling were employed to verify the structural relationships and four main results were found. First, our model was fit, and better than the past model constructed only from the individualism perspective. Second, the trust transference from friends/peers and netizens should be included among the trust model. In addition, the institution-based trust was the most important foundation of online trust. Finally, the calculative-based trust and the knowledge-based trust were still the bases of our model. Therefore, we suggested that the relationalism perspective should be included in the model to understand the consumer trust in online shopping. It is implied that interpersonal networks should be extended to community networks in order to aptly describe word of mouth and other contemporary online shopping phenomenon. As observed from our model, consumer trust in online shopping are found to be greatly enhanced with the power of community