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研究生：	陳怡蓉 Chen, Yi-Rung
論文名稱：	虛實整合商店之組成形式對信任程度、知覺風險與購買意願的影響 The Effects of Clicks-and-Mortar Store Compositions on Trust, Perceived Risk, and Purchase Intention
指導教授：	賴孟寬 Lai, Meng-Kuan
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2003
畢業學年度：	91
語文別：	英文
論文頁數：	123
中文關鍵詞：	線上購物、購買意願、知覺風險、信任、聯盟、商店名稱命名、虛實整合商店
外文關鍵詞：	perceived risk, purchase intention, online shopping, trust, partnership, store name branding, clicks-and-mortar
相關次數：	點閱：115 下載：12
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本研究試圖探討實體與虛擬商店整合之相關議題以補足學術界在此方面的欠缺。以實體商店進入虛擬世界可能採用的經營模式（虛擬商店之成立方式與販售商品類別）為主軸，進行2 (實體商店聲譽—高與低) x 2 (虛擬商店成立方式—與高與低流量之入口網站合作) x 2（販售商品類別—與實體商店商品相似度高與低）共八組的實驗設計，來衡量網路購物者對虛實整合商店的信賴程度、知覺風險及在此商店的購物意願。

研究結果顯示實體商店的聲譽能移轉到虛擬世界，且相對於另二個研究變數（虛擬商店成立方式與販售商品類別）對信賴程度與知覺風險有顯著的影響力。此外，聯合品牌與品牌延伸的概念仍然存於虛擬世界。當與流量較高的入口網站合作時，能產生較高的信任程度與較低的知覺風險；當販售與實體商店不相似的商品時，信賴程度會減弱並產生較高的知覺風險。透過線性結構模式得知，本研究模型較以往的研究更能解釋對虛實整合商店之信任、知覺風險與購買意願的關係。

This study tried to bridge the gap between the sparse researches in physical retailing and online retailing through investigating the impacts of the formation and business field that traditional retailers take on consumer’s attitude toward trust, perceived risks and purchase intention in the online channel. Eight between subject experimental groups were adopted that based on a 2 (physical store reputation: high vs. low) × 2 (clicks-and-mortar store name branding: partnering with existing Internet player- high and low access) × 2 (similarity of product categories between physical and online stores: high vs. low) factorial design.

The results indicate that physical store reputation can transfer to virtual world and is a dominant factor compared to the other two independent variables (i.e., partnering with portal site and similarity of product categories between two channels) when forming trust and reducing risk perception of clicks-and-mortar stores. In addition, the theory of co-branding and brand extension still holds in virtual world. When co-branding with high access portal site, compared to low access one, the trust generated and the risk reduced are greater. When selling the dissimilar product, compared to similar product, the trust decreased and the risk gained are greater. The results of LISREL show that the proposed model in this study can better examine the relationships among trust, perceived risk and purchase intention in clicks-and-mortar compositions than the previous online trust model.

CONTENTS
CHAPTER I  INTRODUCTION---------------------------------------------------------1
CHAPTER II LITERATURE REVIEW---------------------------------------------------6
Clicks-and-Mortar Stores-------------------------------------------------------6
Online Trust-------------------------------------------------------------------9
Online Perceived Risk---------------------------------------------------------14
Online Trust, Online Perceived Risk, and Online Purchase Intention------------16
Conceptual Model--------------------------------------------------------------18
CHAPTER III RESEARCH METHOD---------------------------------------------------20
Research Design---------------------------------------------------------------20
Operational Definition of Variables-------------------------------------------22
Questionnaire Design----------------------------------------------------------31
Pretest-----------------------------------------------------------------------32
Formal Data Collection--------------------------------------------------------40
CHAPTER IV RESULTS AND DISCUSSION---------------------------------------------42
Data Processing---------------------------------------------------------------42
Hypotheses Test---------------------------------------------------------------46
CHAPTER V CONCLUSIONS---------------------------------------------------------70
Summary-----------------------------------------------------------------------70
Contributions-----------------------------------------------------------------74
Limitations and Suggestion----------------------------------------------------77
REFERENCES--------------------------------------------------------------------80
APPENDIX A--------------------------------------------------------------------86
APPENDIX B--------------------------------------------------------------------96
APPENDIX C-------------------------------------------------------------------106
APPENDIX D-------------------------------------------------------------------114


TABLE LISTS
Table 3-1 Factorial Design-----------------------------------------------------20
Table 3-2 The Percentage of Respondents Select the Listed 3C Store as Holding the   Best Impression in Their Minds-------------------------------------------------24
Table 3-3 The Locations of 3C Chain Stores in Taiwan Till the End of Year 2002-24
Table 3-4 The Access Number of Portal Sites -----------------------------------27
Table 3-5 The Content of the Questionnaire—Pretest ---------------------------31
Table 3-6 ManipulationCheck----------------------------------------------------33
Table 3-7 Mean, S.D., item-to-total and Cronbach α of Variables --------------35
Table 3-8 The Results of Factor Analysis for Perceived Risk -------------------37
Table 4-1 Sample Distributions in Gender, Age and Education -------------------43
Table 4-2 Manipulation Check---------------------------------------------------44
Table 4-3 Factors, Loadings, Mean, S.D., Item-to-total and Cronbach α of Variables----------------------------------------------------------------------45
Table 4-4 Means and S.D. of Trust and Perceived Risk---------------------------47
Table 4-5 The Results of Multivariate Tests on Trust and Perceived Risk -------49
Table 4-6 Tests of Between-Subjects Effects on Trust and Perceived Risk--------50
Table 4-7 The Results of Contrast Analyses of the Effects of Physical Store Reputation and Portal Access on Trust----------------------------------------- 53
Table 4-8 The Results of Contrast Analyses of the Effects of Physical Store Reputation and Product Category on Trust---------------------------------------54
Table 4-9 The Results of Contrast Analyses of the Effects Physical Store Reputation and Portal Access on Risk-------------------------------------------56
Table 4-10 The Results of Contrast Analyses of the Effects of Physical Store Reputation and Product Category on Risk----------------------------------------59
Table 4-11 The Comparisons on Overall Model Fit Satistics----------------------63
Table 4-12 The Comparisons on Overall Model Fit Statistic after Modification---66
Table 4-13 The Standard Coefficients of Paths and Fit Statistics of Proposed Model and Alternative Models---------------------------------------------------69


FIGURE LISTS
Figure 2-1 Conceptual Model----------------------------------------------------18
Figure 4-1 The Effects of Physical Store Reputation and Portal Access on Trust-52
Figure 4-2 The Effects of Physical Store Reputation and Product Category on Trust--------------------------------------------------------------------------54
Figure 4-3 The Effects of Physical Store Reputation and Portal Access on Risk--56
Figure 4-4 The effect of Physical Store Reputation and Portal Access on Risk Evaluated when Trust as a Covariate Variable-----------------------------------58
Figure 4-5 The effect of Physical Store Reputation and Product Category on Risk---------------------------------------------------------------------------59
Figure 4-6 The effect of Physical Store Reputation and Portal Access on Risk Evaluated when Trust as a Covariate Variable-----------------------------------60
Figure 4-7 The Model Fit and Parameter Estimates—ProposedModel----------------62
Figure 4-8 The Model Fit and Parameter Estimates—CompetingModel---------------63
Figure 4-9 The Model Fit and Parameter Estimates—Modified Proposed Model------65
Figure 4-10 The Model Fit and Parameter Estimates—Modified Competing Model----65
Figure 4-11 The Parameter estimates of Proposed Model and Alternative Models of the Relationships among Trust, Perceived Risk, and Purchase Intention----------68
Figure 5-1 The Empirically Tested Model----------------------------------------74

                                    

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