臺灣博碩士論文加值系統

隨著線上拍賣市場的壯大，「線上拍賣」(online auction) 一詞逐漸耳熟能詳，
這些商業拍賣網站提供了「向上競標」 (ascending-bid) 的線上競標服務。雖然
部份拍賣網站也開始經營自有的線上購物活動 (如Yahoo!奇摩、PCHome)，但不
變的是這些網站都提供相應的交易機制和線上系統。以國內來說，最為國人所熟
知的 Yahoo!奇摩網站受到廣大線上消費者的青睞 (奇摩簡介，2006)，堪稱國內
線上拍賣網站代表。而在國外風行已久的電子海灣 (eBay) 近幾年也逐漸在國內
打開知名度。由於考量到購買效率的需求，線上拍賣網站紛紛提供立即購 (buy it
now) 服務，如Yahoo!奇摩的 BuyNow 或電子海灣的 Buy-It-Now 。此一功能
使商品拍賣價格達到設定門檻之後立刻結束拍賣，讓消費者不需要等到拍賣時間
結束，就可以立即獲得需要的商品。
信任能讓消費者更進一步的與賣家作深入互動 (Doney & Cannon 1997) ，而
Nicholson et al. (2001) 更指出偏愛對消費者是否信任販賣者有顯著的影響。除此
之外，Cao et al. (2003) 認為價格滿意度是影響消費者訂購的重要關鍵。因此本
研究採用驗證性因素分析 (comfirmatory factor analysis, CFA) 與結構方程式
(structural equation model, SEM)，來驗證信任、偏愛、互動頻率和價格滿意等因
子，對使用立即購服務意圖的影響。為避免交易經驗干擾研究結果，本研究將初
次交易與再次交易之受訪者資料作個別分析，共徵得初次交易297份、再次交易
146份的有效問卷。研究結果顯示，過去多數研究認為信任影響使用者購買意圖
的情況不復存在，信任對使用立即購意圖並不顯著，而偏愛、互動頻率和價格滿
意度對使用立即購意圖有顯著影響。尤其是偏愛效果特別明顯。因此本研究最大
的貢獻在於確認偏愛效果能直接且顯著地影響使用立即購意圖。

With the growth of the on-line auction market, we heard online auction
more frequently, these commercial auction websites have offered the on-line
competitive bidding service of “ascending-bid”. Though some auction websites
begin to manage their own on-line shopping activity (such as Yahoo!Kimo,
PCHome), but they still corresponding trade mechanism and on-line system.
For Taiwan, Yahoo!Kimo was known and used by compatriots very well (the
brief introduction of Yahoo!Kimo, 2006)! It can be rated as domestic on-line
representatives of auction website. And eBay, opened popularity for a long
time in foreign recent years, is known by compatriots in recent years.
Considering the demands of efficiency which buys need, on-line auction
websites offer the service of purchasing immediately (buy-it-now) one after
another, such as BuyNow (Yahoo!Kimo) or Buy-It-Now (eBay). This function
makes the auction of the goods can be finished early when the auctioning price
reaching the presetting targets, and let consumers can immediately get the goods
which they need without wasting time to wait actions finished.
Trust can let consumers further interact with the seller (Doney & Cannon, 1997),
and Nicholson et al. (2001) point out that there is apparent influence in liking whether
consumers believe sellers or not. In addition, Cao et al. (2003) think that the
satisfaction of prices is the important key influencing in consumers ordering . So this
research adopts comfirmatory factor analysis (CFA) and the structure equation model
(SEM) to verify trust, liking, interacting frequency and price satisfaction for the
influence of using buy-it-now service’s intention. In order to prevent interfering the
result of study form trade experience, we divided the responders into two parts (first
trade and more-than-one trade), and analyzed separately. We collected 297 first trade
materials, and 146 more-than-one trade materials. The results of study shown, most of
the past researchers thought that trust influences the intention of purchasing, but it’s
not apparent in this study. However, there are apparent influences in liking, interacting
frequency, and price satisfaction to use buy-it-now services, especially in liking.
So the greatest contribution of this research lies in that it can verify the direct and
apparent effect of liking to the intention of using buy-it-now services.

摘要…………………………………………………………………………………II
目錄…………………………………………………………………………………III
表目錄………………………………………………………………………………V
圖目錄………………………………………………………………………………VI
第一章 研究動機與目的............................................................................................1
第一節 研究動機................................................................................................1
第二節 研究目的................................................................................................3
第二章 文獻回顧與探討............................................................................................4
第一節 電子市集與線上交易中介....................................................................4
一、電子市集................................................................................................4
二、線上交易中介簡介................................................................................5
三、線上交易中介功能................................................................................6
四、線上交易中介的訊息回饋....................................................................7
五、線上交易中介的服務擔保....................................................................8
六、線上拍賣之立即購服務........................................................................9
第二節 信任......................................................................................................11
一、信任的定義..........................................................................................11
二、信任的種類與研究途徑......................................................................12
三、信任在電子商務中的影響..................................................................14
四、偏愛對信任的影響..............................................................................16
第三節 價格滿意..............................................................................................19
第三章 研究模式與假設..........................................................................................22
第一節 研究模式與假說..................................................................................22
一、對賣家的信任......................................................................................23
二、偏愛......................................................................................................23
三、互動頻率..............................................................................................24
四、價格滿意度..........................................................................................24
第四章 研究方法......................................................................................................26
第一節 操作性定義與問項設計......................................................................26
一、對賣家的信任......................................................................................26
二、對賣家的偏愛......................................................................................26
三、個人互動頻率......................................................................................27
四、價格滿意..............................................................................................27
V
五、使用立即購意圖..................................................................................27
第二節 問卷設計與資料蒐集..........................................................................30
第三節 前測......................................................................................................31
一、效度......................................................................................................31
二、信度分析..............................................................................................32
第五章 資料分析......................................................................................................33
第一節 基本資料分析......................................................................................33
一、初次交易之受訪者..............................................................................33
二、再次交易之受訪者..............................................................................35
第二節 探索性因素分析..................................................................................36
一、效度分析..............................................................................................36
二、信度分析..............................................................................................39
第三節 結構方程式..........................................................................................40
一、衡量模式分析......................................................................................42
二、結構模式分析......................................................................................45
六、直接與間接效果分析..........................................................................48
第六章 結論與建議..................................................................................................50
第一節 研究發現..............................................................................................51
第二節 研究貢獻..............................................................................................54
一、對賣家而言..........................................................................................54
二、對買家而言..........................................................................................55
三、對提供交易平台的業者而言..............................................................55
第三節 研究限制..............................................................................................56
一、模式方面..............................................................................................56
二、取樣方面..............................................................................................56
第四節 未來研究建議......................................................................................56
參考文獻......................................................................................................................58
附錄..............................................................................................................................65

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