以S-O-R模型探討網路信任、不信任與行為意圖之關係：以購物動機及心流體驗為干擾變數

Abstract

Shopping websites are now prosperous in Taiwan. Recent years, there’s a new kind of online shopping website, called “Group buying website”. Some reports indicate that the product and motive of consumers are different between general shopping websites and group buying wesites. Present study is trying to investigate whether the consumer behavior between these two category of websites are different. This study constructs our framework based on S-O-R model (stimulus-organism-response). We introduced website characteristics and perceived justice as stimuli, trust and distrust as organism, purchase intension and website stickiness as response. We attempt to investigate the relationships among the variable mentioned above, also, we introduced two moderating factors, which is shopping motivation and flow experience, to see if the relations between those S-O-R variables changed in different condition. We use LISREL (linear structural relationship) to validate our model and estimate the relations between variables, and verifying the moderating role of shopping motivation and flow experience by stepwise regression. A web-based survey was conduct during April, 2012. 598 respondents were sampled, 578 valid samples were collected. Results indicate that some factor of website characteristics and justice are antecedents of trust, some are antecedents of distrust, shows that antecedents of trust and distrust are different. Trust can increase purchase intension and stickiness, but distrust only decreases purchase intension, this result shows the consequences of trust and distrust are different, these result above indicate that trust and distrust are distinct construct. For consumer who has different motivation, the antecedents of trust and distrust are not the same. If consumer experience flow on website, the negative effect of distrust on purchase intension will be buffered, and the positive effect of trust on purchase intension will be enhanced. Stickiness will increase purchase intension, but even consumer distrust a website, he/she may visit that site as well, this tell us to interprete website traffic with caution.