| 摘要: | 網際網路與現今物流配送的能力，已使得網路購物的買家，無論是向世界任何一個角落的賣家交易，商品都能夠輕易的送到買家的面前，也就是說，在實質績效上，買賣雙方間的實體空間距離已經不是障礙。但是本研究主張當買家面對實體空間距離較遠的購物平台時，會因為心裡距離較高，而使得對於該賣家的信任較低，所以向實體空間距離較近賣家購買的意願仍會高於實體空間距離較遠的賣家。不過，本研究認為實體空間距離不該為障礙之一，透過提高熟悉性便可改善該問題。本研究採取實驗室實驗法，募集100位自願受試者，分為實驗一及實驗二，分別操弄賣家的實體空間距離以及熟悉性，衡量受試者選擇向該賣家購物的意願，研究結果驗證上述主張。
Based on the convenience of Internet and the capability of distribution, buyers can trade with sellers all over the world but received their products easily. In other words, the spatial distance between buyers and sellers are no longer an obstacle in modern days. Although, this research mainly suggests that: When buyer faced a shop-ping platform with longer physical distance, their trust to seller will decreased, because the longer physical distance caused longer mental distance. Briefly speaking, buyers will prefer a shopping platform with closer physical distance also show higher confi-dence than farer one. This research takes laboratory experiment, assembling one hun-dred volunteers’, controlling sellers’ physical distance, measuring testers’ aspiration of choosing to following seller, the result of research verified the suggestion. |
