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研究生:王裕博
研究生(外文):Yu-Po Wang
論文名稱:以信任與知覺風險探討虛擬社群二手交易之研究
論文名稱(外文):A study of trust and risk perception on second hand trading in virtual community
指導教授:曾淑芬曾淑芬引用關係
學位類別:碩士
校院名稱:元智大學
系所名稱:資訊社會學研究所
學門:社會及行為科學學門
學類:社會學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:92
中文關鍵詞:二手交易虛擬社群信任知覺風險名譽機制
外文關鍵詞:second hand tradingvirtual communityreputation systemrisk perceptiontrust
相關次數:
  • 被引用被引用:4
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  • 下載下載:6
  • 收藏至我的研究室書目清單書目收藏:2
過去文獻對於論壇二手交易板在缺乏安全機制,且高度資訊不對稱的情況下,仍然交易熱絡的現象較少實證研究。因此本研究利用Lewicki and Bunker(1996)的信任理論,配合知覺風險理論探討使用者的交易因素,並以長、短期信任進行區分,釐清信任與知覺風險之間的因果關係,藉此瞭解使用者的交易行為。本研究以Andaudio論壇二手交易板的使用者為對象,在該網站上逐日蒐集使用者名單並分別寄發問卷,共蒐集到503份有效樣本進行分析。研究結果發現基於知識的信任是影響購買意願的主要原因,且對論壇新手而言,知覺風險是比信任更重要的影響因素。另外,當買家感受到社會風險時,較不會僅憑購買時的利弊得失去判斷對方是否可信,而當買家對賣家有足夠瞭解時,買家所感受到的社會風險、財務風險、效能風險也會降低。研究結果除釐清信任與風險的因果關係以外,也驗證Rheingold(2002)對虛擬社群上名譽機制的論述。
There is lack of research on explaining why the trade action of second-hand forum are still active, even they lack of safety system and under the highly information asymmetry condition. The study employs Lewicki and Bunker’s trust theory, and coordinates with the perceive risk theory to explore users’ reason of purchases, then distinguishs long term and short term trust so as to clarify the causation between trust and risk perception. Subjects were the one who used the Andaudio second-hand forum, collecting the user’s ID day by day and sending out the survey separately, with a number of 503 valid sample sizes. The study shows the main reason affecting the purchasing intention was knowledge-based trust. Risk perception was more important than trust for the new forum comer. In addition, when buyers receive social risks, they will not calculate the advantages and disadvantages of that purchase alone to determine the seller’s credibility. Buyer’s perception of social risk, financial risk and performance risk will reduce if he has plenty understanding of the seller. The findings of this study not only verifies the causation between trust and risk perception, but also proves the reputation system in virtual community with Rheingold(2002)’s argument.
第一章 緒論 …………………………………………………………………… 1
第一節 研究背景與動機…………………………………………………… 1
第二節 研究問題與目的…………………………………………………… 3
第二章 文獻探討 ……………………………………………………………… 6
第一節 二手交易與資訊不對稱…………………………………………… 6
第二節 信任與知覺風險 …………………………………………………… 9
第三節 研究模型架構……………………………………………………… 27
第三章 研究方法 ……………………………………………………………… 29
第一節 研究對象與抽樣方法……………………………………………… 29
第二節 變項操作化定義…………………………………………………… 31
第四章 研究結果與分析……………………………………………………… 35
第一節 敘述性統計分析 ………………………………………………… 35
第二節 交叉分析與卡方檢定 …………………………………………… 39
第三節 因素分析…………………………………………………………… 42
第四節 信度分析…………………………………………………………… 46
第五節 單因子變異數分析………………………………………………… 49
第六節 相關分析…………………………………………………………… 53
第七節 迴歸分析…………………………………………………………… 55
第八節 小結………………………………………………………………… 66
第五章 結論與建議 …………………………………………………………… 75
第一節 研究發現與討論 …………………………………………………… 75
第二節 研究限制與未來研究建議………………………………………… 80
參考文獻 ……………………………………………………………………… 82
附錄一:問卷 ………………………………………………………………… 87
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