由於網際網路的普遍,網路購物已成為重要的商業活動及消費者的生活方式之一. 信任在商業關係中被視為不確定性和風險的減緩劑. 因為網際網路的特性, 比起傳統購物領域,信任在網路購物的過程中扮演更重要的角色. 本研究著重在對網路商家的信任並應用科技接受模型來探究此信任對消費者網路購物使用意願的影響,且進一步測試產品涉入對信任和消費者使用態度及使用意願的干擾效應. 本研究中使用的量化研究方法包括敘述性統計分析,驗證式因素分析及複回歸方法. 370份問卷被發送而收回254份有效問卷. 研究結果顯示認知有用性為網路購物使用態度的主要前因,而使用態度完全中介了信任對使用意願的效果. 出乎意料之外,產品涉入對信任及網路購物使用意願並無干擾作用. 理論及實務管理上的蘊含探討及日後的研究建議同時在本研究中呈現.

As the ubiquitous connectivity of Internet, online shopping has become one of the most important business activities and consumers’ life style. Trust has been viewed as a reducer of social uncertainty and risks in the commercial relationships. Due to the characteristics of internet, trust plays a critical role during the online shopping process even more than brick-and-mortar fields. This study focuses on trust in the online vendors and explores the impact trust has on the consumer online shopping intention by applying the technology acceptance model (TAM). It further tests the moderating effect that product involvement has on the relationship between trust and consumer attitude and intention. A quantitative methodology is employed with descriptive analysis, confirmatory factor analysis (CFA) and multiple regression method. 370 questionnaires are distributed and 254 effective responses. The results shows that perceived usefulness is the primary antecedent of consumer attitude towards using the online shopping which fully mediates the effect trust has on consumer intention. Product involvement, out of the expectation, does not act as a moderator for trust and online shopping intention. Theoretical and managerial implications and future research suggestions of this study are also presented.

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