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研究生:連芳儀
研究生(外文):Fang-Yi Lian
論文名稱:拍賣網站上價格訊息及賣方評價對於信任及競標意願之影響
論文名稱(外文):The Effects of Price Information and Seller Reputation on Trust and Bidding Intention in e-Auctions
指導教授:林佐鼎林佐鼎引用關係蔡東峻蔡東峻引用關係
指導教授(外文):Zuo-Ding LinDong-Jun Cai
學位類別:碩士
校院名稱:國立成功大學
系所名稱:電信管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:67
中文關鍵詞:網路拍賣直接購買價目前出價賣方評價能力信任正直
外文關鍵詞:Current BidCompetence TrustBidding IntentionE-auctionSeller ReputationIntegrity TrustBuy Price
相關次數:
  • 被引用被引用:22
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  由於國內拍賣網站規模越趨成熟,參與網路拍賣的人數有與日俱增之勢。然而近日來拍賣網站上常發生詐欺的情況,突顯出買賣雙方互信程度之重要性。拍賣網站上並不提供賣方的個人資料,競標者可參考的主要訊息為賣方評價,另外就是競標所出現的價格訊息。因此,僅憑藉此部份的訊息,競標者將如何評斷賣方是否值得被信任?進而決定是否該參與競標?
  為探討上述的問題,本研究利用電腦模擬拍賣網站的方式,以實驗設計法來探討直接購買價、目前出價及賣方評價對於信任之影響,並再研究賣方評價及信任對於競標意願是造成顯著之影響。本研究所獲得之重要結論如下所示:(1)正面的賣方評價會提升買方對賣方的能力與正直信任,且將同時提升買方的競標意願。(2)能力信任及正直信任可提升買方的競標意願。(3)直接購買價及目前出價對於信任無顯著影響。
  因此本研究認為拍賣網站之經營業者應加強取締不實之賣方,並且提供更為完善的評價機制;而對於網路拍賣的賣方,本研究建議其應清楚了解所提供的拍賣物品,並善加經營自己的評價。
  There are more and more people joining in e-auctions due to the mature of the internal auction websites. However, the situation of imposture cases on the websites are on the increase, the degree of trust between sellers and bidders is getting more important. Because sellers’ personal information isn’t offered on the websites, the seller reputation and historical bidding prices are the main information for bidders. Therefore, following such clues how do bidders judge whether sellers deserve to be trusted in? And how do they decide whether to bid or not?
  This study adopts computer-simulated experiment (Experimental Design) to examine how buy price, current bid, and seller reputation affect trust and how seller reputation and trust affect bidding intention. The conclusions of the study are as followed. (1) A higher seller reputation will result in higher competence and integrity trust and it will also raise the bidding intention in the meanwhile. (2) Both of competence and integrity trust will raise the bidding intention. (3) Neither buy price nor current bid has any obvious influence on trust.
  This study suggests e-auction operators should ban trustless sellers and offer complete reputation systems. It also suggests the sellers in e-auctions should know exactly the product what they offer and manage their reputations well.
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 研究流程 4
第二章 文獻回顧 5
第一節 拍賣網站競標方式之介紹 5
第二節 價格訊息的定義及重要性 6
第三節 信任的定義及重要性 7
第四節 價格訊息對於信任之影響 10
第五節 賣方評價對信任及競標意願之影響 13
第六節 信任對於競標意願之影響 15
第三章 研究方法 17
第一節 研究架構 17
第二節 研究變數的操作型定義及衡量 18
第三節 前測 20
第四節 實驗設計及研究範圍與對象 22
第五節 問卷設計及實驗程序 23
第六節 資料分析方法 25
第四章 結果分析與討論 27
第一節 受測者基本資料之敘述統計分析 27
第二節 研究變數的操弄檢定 31
第三節 研究假設驗證分析 33
第五章 研究結論與建議 43
第一節 研究結論 43
第二節 實務建議 45
第三節 研究限制與對後續研究之建議 46
參考文獻 48
附錄一 前測問卷 53
附錄二 正式問卷 56
【中文部分】

台灣國際電子商務中心,EC研究報告商業模式類「動態定價模式遍及各產業」,http://www.nii.org.tw/cnt/info/Report/20000803.htm,民89。

吳萬益及林清河,「企業研究方法」,華泰書局,民89。

美國消費者聯盟及Harris Interactive公司,「網路詐欺研究調查」http://www.e21times.com,民90。

張漢伯,網路拍賣與競標出價行為之研究,東吳大學企業管理研究所,碩士論文,民90。

陳順宇,「多變量統計分析」,華泰書局,民89。

陳順宇,「實驗設計」,華泰書局,民89。

資策會電子商務應用推廣中心,「拍賣網站經營模式與成功關鍵因 素分析」,http://www.find.org.tw,民89。

資策會電子商務應用推廣中心,「台灣網友網路生活行為研究」,http://www.find.org.tw,民92。

【外文部分】

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