臺灣博碩士論文加值系統

網路購物是現代人經常使用的購物方式，透過網際網路，可使交易快速且便利之進行。然而，網路虛擬市場卻較傳統實體市場有著更高之不確定性風險，尤其在網路二手市場裡存在著更嚴重的資訊不對稱問題。本研究之主要目的即在於了解資訊不對稱對於網路二手市場交易結果之影響，同時參考過去學者之研究，挑選出可能影響網路二手市場消費者購買意願之因素(包括產品訊號、賣方信任和網路口碑)，透過實證分析方式，探討這些因素對於網路二手市場交易結果之影響。本研究所得之主要結果如下：
1.商品之絕對價格、相對價格與品牌評價愈高者，其交易成功之機率愈低，顯示網路二手市場可能因資訊不對稱而存在逆選擇之情形。
2.賣方有提供實物照片之商品，其交易成功之機率愈高，顯示產品訊號會影響網路二手市場之交易結果。
3.賣方發表文章數愈多之商品，其交易成功之機率愈高，顯示賣方信任會影響網路二手市場之交易結果。
4.推薦人數愈多之商品，其交易成功之機率愈高，顯示正面之網路口碑會影響網路二手市場之交易結果。

Internet shopping is the shopping method modern people often use. The Internet can make the transaction fast and convenient. However, there is higher uncertain risk in the Internet virtual market than the traditional material market. Especially, the problem of information asymmetry is more serious in the Internet second-hand market. The major purpose of this study is to understand the influence that information asymmetry has on the trading results of the Internet second-hand market. Moreover, referring to research papers of past scholars, this study chooses some factors that may affect the buying wills of consumers in the Internet second-hand market, including signals of the product, seller trust and word-of-mouth of Internet, and confers the influence these factors have on the trading results of the Internet second-hand market through the empirical analysis.
The main findings of this study are as follows：
1.The higher the absolute price, the relative price or the appraisal of brand of the commodity is, the higher the probability of trading successfully is. It shows that there is adverse selection in the Internet second-hand market because of information asymmetry.
2.The commodity whose seller provides the actual photo has a higher probability of trading successfully. It shows that signals of the product may affect the trading results of the Internet second-hand market.
3.The more the seller issued articles, the higher the probability of trading successfully is. It shows that seller trust may affect the trading results of the Internet second-hand market.
4.The more recommendation population of the commodity is, the higher the probability of trading successfully is. It shows that the positive word-of-mouth of Internet may affect the trading results of the Internet second-hand market.

第一章 緒論……………………………………………………… 1
第一節 研究背景與動機………………………………………… 1
第二節 研究目的………………………………………………… 3
第三節 章節架構………………………………………………… 4
第二章 文獻探討………………………………………………… 5
第一節 電子商務………………………………………………… 5
第二節 資訊不對稱………………………………………………11
第三節 訊號理論…………………………………………………16
第四節 信任………………………………………………………19
第五節 口碑………………………………………………………27
第三章 研究方法…………………………………………………32
第一節 研究架構…………………………………………………32
第二節 研究假設…………………………………………………33
第三節 研究範圍與對象…………………………………………33
第四節 研究變數…………………………………………………35
第五節 分析方法…………………………………………………37
第四章 樣本分析與迴歸結果……………………………………38
第一節 敘述統計分析……………………………………………38
第二節 迴歸分析…………………………………………………45
第五章 結論與建議………………………………………………49
第一節 研究結論…………………………………………………49
第二節 實務建議…………………………………………………52
第三節 研究限制…………………………………………………53
第四節 未來研究建議……………………………………………53

參考文獻………………………………………………………………54
附錄……………………………………………………………………59

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