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研究生:鍾美容
研究生(外文):Mei-Jung Chung
論文名稱:拍賣網站信用評價可信度之研究
論文名稱(外文):A Study in Reliability for the Credit Assessment of Auction Websites
指導教授:林國欽林國欽引用關係
指導教授(外文):Kuo-Chin Lin
學位類別:碩士
校院名稱:台南科技大學
系所名稱:商學與管理研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:119
中文關鍵詞:網路拍賣信用評價服務品質拍賣網站信任度
外文關鍵詞:Auction websiteCredit AssessmentOn-line auctionService Quality
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藉由網際網路的即時性及便利性,再加上拍賣網站裡所涵蓋的商品種類繁多,新產品資訊流傳迅速,全天候24小時的購物便利,以及價格上的競爭力,使得網路購物成了一股不可抵擋的風潮。消費者可不受時間及地域的限制,在拍賣網站上競標購買所需的物品。
早期的線上拍賣網站,經營者強調只提供網路使用者一個快速且有效率的交易平台,不涉入買賣雙方的交易過程中。因網路交易制度不成熟,導致伴隨而來的拍賣詐欺事件層出不窮。除了重視交易安全因素外,網拍市場的商機無限,網站經營者開始重視拍賣交易安全的完善條例與預防措施,讓消費者能放心在拍賣網站交易,增加買家對拍賣網站的信任感。買、賣兩方的交易可以成功也需仰賴雙方的信任度。換言之,買家往往透過購物網站所提供之網頁資訊、服務品質與網站信用評價等主要因素來決定產品的消費行為。本研究主要探討以上三種影響因素對於網站交易及服務信任度之影響程度的分析。
本研究方式是採用網路與紙本兩種問卷調查,並針對回收後的204份有效問卷進行分析探討,採敘述性統計分析、因素分析、信度分析、卡方檢定、單因子變異數分析及複迴歸分析等統計方式進行資料分析。

本論文的研究結果如下:
1.各人口變項對網路使用行為,呈現部份差異。
2.買家網路使用行為與「網頁服務品質」、「網頁資訊品質」、「交易信任度」、「服務信任度」及「網路評價」各研究構面因素,呈現無顯著差異。
3.購物網頁資訊與服務品質以及網路評價對交易信任度有顯著效應存在。
4.購物網頁資訊與服務品質以及網路評價對服務信任度有顯著效應存在。

With the immediacy and convenience of the Internet, the auction site where provided a wide range of new products, the rapid spread of information, 24 hours shopping convenience, and price competitiveness, is an irresistible wave of the online shopping. Consumers may not be time and geographical constraints and bid at the auction site to buy the necessary items.
The operators of internet stressed that the early auction site just only supplied a fast and efficient trading platform for internet users, but buyers and sellers are not involved in the transaction process. Owing to the immaturity of internet trading system, leads to the concomitant growing incidence of auction fraud. The online auction market starts to improve the safety of auction trading regulations and prevention, so that consumers can assure that the auction site transactions, increase buyer trust on the auction site. Both buyers and sellers have successful transactions can be depended on the both trust. In other words, buyers shoped through the Web site information provided, service quality and site factors such as credit evaluation to determine the products of consumer behavior. In this study, we focused on these three factors for the website of the trust transactions and services impact analysis.
This research utilized both questionnaires online and paper survey for data collection, and had 204 valid questionnaires for the data analysis. The descriptive statistical analysis, factor analysis, reliability analysis, chi-square test, ANOVA analysis, multiple regression analysis and other statistical methods are used for the data analysis. Several findings of this paper are as follows:
1. The demographics of the internet activity, showed some differences.
2. Buyer internet behavior and all of the structure facors showed no significant difference.
3. Shopping website information and service quality as well as evaluation of network have significant effects on trust transaction.
4. Shopping website information and services, and evaluation of service network quality and trust have significant effect.

摘要 I
Abstract II
致謝辭 III
目錄 IV
圖目錄 VI
表目錄 VII
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 研究範圍 4
第四節 研究流程 4
第二章 文獻探討 6
第一節 拍賣制度的探討 6
第二節 網路拍賣制度的探討 12
第三節 信任模式的探討 18
第四節 信用評價的探討 23
第五節 小結 34
第三章 研究方法 39
第一節 問卷研究架構 39
第二節 研究假說 40
第三節 研究範圍與對象 44
第四節 問卷設計與變數定義 44
第五節 資料分析方法 55
第四章 資料分析 58
第一節 敘述性統計分析 58
第二節 卡方檢定 63
第三節 因素分析 68
第四節 差異分析 72
第五節 信度、效度分析 80
第六節 迴歸分析 81
第七節 研究假說檢定結果 84
第五章 結論與建議 88
第一節 研究結論 88
第二節 研究限制 90
第三節 後續研究建議 92
參考文獻 93
附錄一:正式問卷調查法 99
附錄二:相關統計數據表 102


一、中文文獻
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吳明隆(2007),SPSS統計應用學習實務─問卷分析與應用統計,台北:知城。
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周文卿(2008),由網路應用發展趨勢看網路創新服務模式,資策會產業情報研究所(MIC)。
周文卿(2009),尋找下一波網路商機─網路創新服務模式剖析,資策會產業情報研究所(MIC)。
柯維琳(2006),網路拍賣之知覺風險、風險管控措施、信任與購買意向間關係之研究,東吳大學國際貿易學系碩士班國際企業組碩士論文。
洪芳芷(2000),線上拍賣網站市場分析與經營策略之研究,國立臺灣大學資訊管理研究所碩士論文。
莊謦華(2007),電子商務中網站服務品質、顧客滿意與顧客忠誠之實證研究–以拍賣網站為例,逢甲大學應用數學研究所碩士論文。
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陳登豪(2006),拍賣網站品質評估模式之研究,國立雲林科技大學視覺傳達設計系碩士班碩士論文。
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黃柔婷(2009),線上遊戲與網頁遊戲玩家之使用行為研究,台南科技大學商學與管理研究所碩士論文。
楊素真(2008),拍賣網站信任因素之研究,南台科技大學資訊管理研究所碩士論文。
葉家綸(2008),拍賣網站上商品品牌形象與賣方評價對消費者知覺風險與購買意願之影響,長榮大 學資訊管理學系碩士班碩士論文。
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曹佩君(2005),網路拍賣人際交易信任之研究-以台灣買家為例,義守大學資訊管理研究所碩士論文。
薛甘霖(2006),網路拍賣信任發展對於滿意度與再購買意圖影響之研究,高雄師範大學資訊教育研究所碩士論文。
龎大衛(2007),線上賣方拍賣知識之擷取,國立屏東商業技術學院資訊管理系 (所) 碩士論文。

二、英文文獻
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Beam, C., Segev, A. and Shanthikumar (1998), Auctions on the Internet:A Field Study, Working Paper.
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Bierman, H. S. and Fernandez, L. (1998), Game Theory with Economic Applications, MA: Addison-Wesley. 8.
Brian, P. Bailey, Laura, J. Gurak, and Joseph A. Konstan (2003). Trust in Cyberspace.URL:http://digitalenterprise.org/trust/trust.html, last access: 12 April 2005.
Cabral, L. and Hortacsu, A. (2004), The Dynamics of Seller Reputation: Theory and Evidence from eBay. National Bureau of Economic Research, Working paper.
Carnevale, D. G. and Wechsler, B (1992), Trust in the Public Sector – Individual and Organizational Determinants Administration and Society, 23, 471-494.
Cassady, R. (1967), Auctions and Auctioneering. Berkeley: University of California Press.
DeVellis, R. F. (1991), Scale Development: Theory and Application. Newbury Park, CA: Sage.
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Dyer, J. H. and Chu, W. (2000), The Determinants of Trust in Supplier-Automaker Relationship in the U.S., Japan and Korea, Journal of International Business Studies, 31, 259-285.
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Fung, R. and Lee, M. (1999), EC-Trust (Trust in Electronic Commerce): Exploring The Antecedent Factors,” In W. D. Haseman and D. L. Nazareth (eds.), Proceedings of the Fifth Americans Conference on Information Systems, Milwaukee: Omnipress, 59, 517-519.
Gambetta, D. (1988), Can We Trust ? in Trust, D. G. Gambetta (ed.), Oxford,Blackwell. 1988 [2000], Mafia: The Price of Distrust. 158-175, in Trust: Making and Breaking Cooperative Relations, edited by Diego Gambetta. Electronic edition, Department of Sociology, University of Oxford.
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Grabner-Krauter, S. and Kaluscha,E. A.(2003), Empirical Research in On-Line Trust:A Review and Critical Assessment, International Journal of Human-Computer Studies, 58, 783-812.
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Klein, S. and O’Keefe, R. M. (1998), The Impact of the Web on Auctions:Some Empirical Evidence and Theorertical Considerations, International Journal of Electronic Commerence. 3 (3), 7-20.
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三、網路資料
My3q,http://www.my3q.com/misc/register/register.phtml?strForceLang=tw
MIC AISP情報顧問服務網站
http://mic.iii.org.tw/aisp/default.asp
周文卿(2008),台灣創新網路商店發展趨勢前瞻,資策會產業情報研究所(MIC)。取自2008/4/14
http://mic.iii.org.tw/aisp/reports/reportdetail.asp?docid=CDOC20080414003&do ctype=RC&smode=1
詹超宇(2008),2008年台灣網友C2C消費發展趨勢,資策會產業情報研究所(MIC)。取自2008/12/18
http://mic.iii.org.tw/aisp/reports/reportdetail.asp?docid=CDOC20081218003&doctype=RC&smode=1
工商時報,2009/5/19,取自http://www.coolloud.org.tw/tag/
Yahoo奇摩拍賣,http://help.cc.tw.yahoo.com/index.html
Pchome露天拍賣,http://www.ruten.com.tw/system/

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