Exploring the effect of Japanese goods online sellers’ image and trust on consumer purchase intention with the technology acceptance model
|關鍵字:||日貨連線;知覺有用性;知覺易用性;信任;賣家形象;購買意願;科技接受模型;Japanese goods on-line;Perceived usefulness;Perceived ease of use;Trust;Seller’s images;Purchase intention;Technology Acceptance Model|
Vendors that sell Japanese goods to Taiwanese citizens make good use of high speed Internet in their business. That is, as soon as an seller purchases an item in Japan, her immediately uploads the product information to her online store to allow for not only Taiwanese customers, but customers around the world to buy the product at her own convenience. Put simply, while selling Japanese goods online is indeed extremely lucrative, the overall selling process is more complex than the online vending of Taiwanese goods. Therefore, to increase the productivity of Japanese online good vending, research is needed to examine how and why consumers buy products to better predict what sorts of goods and services to provide. Indeed, if one could understand a consumer’s purchase intent, and how they perceive a product may be useful for him, in addition to better understanding the complexities of the online medium used to sell product, one could more efficiently administer these goods online for profit. By making use of the Technology Acceptance Model (TAM) in consumer behavior patterns, we may be better able to understand how consumers who purchase Japanese goods with an instant computer connection accept certain products, and how their purchase intention is influenced by the perceived ease of use, convenience of the store and product. This study explores the practicality of using the TAM for the interpretation of existing consumer purchase intention. Through its application, we investigate seller’s image and trust as external variables to figure out the connection between perceived usefulness, perceived ease of use, and purchase intention for those who have experience buying Japanese goods online with a high speed Internet connection. The results of the study found that the purchase intention was strongly influenced by the trust and ease of use. Overall “usefulness” was influenced by trust and ease of use. This “ease of use” was influenced by the seller’s image. However, it was found that purchase intention through ease of use and usefulness of the seller images was not significant.
|Appears in Collections:||Thesis|