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研究生:劉益誠
研究生(外文):Yi-Cheng Liu
論文名稱:購物網站標價錯誤法律與消費者行為實證之探討-以戴爾案件為例
論文名稱(外文):Legal and Customer Behavior Empirical Study on Pricing Error of B2C Online Shopping Stores: Perspective from Dell Case
指導教授:王育慧王育慧引用關係
口試委員:吳瑾瑜高淩菁
口試日期:2012-06-22
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:111
中文關鍵詞:標價錯誤電子商務知覺風險風險控管措施態度信任要約要約之引誘意思表示錯誤
外文關鍵詞:Pricing ErrorE-CommercePerceived RisksRisk ControlAttitudeTrustOfferInvitation to OfferMistake of Expression
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本研究的主要目的在於了解目前的電子商務網站體系(B to C)中所產生的法律爭議,並以戴爾(Dell)案為探討案例,由法律面去探討當發生標價錯誤時,會產生哪些法律上的爭議,以及由管理面去了解當發生標價錯誤時買家會產生哪些知覺風險;標價錯誤所產生的知覺風險是否會影響到買家對購物網站以及賣家的信任程度;而目前網站所提供的風險管控措施如:第三方支付工具、保險、社群討論、限制消費者購買數量、異常交易量警示系統,是否能降低因為標價錯誤所產生的知覺風險;此外,知覺風險是否會透過信任,進而影響到買家的購買意向;風險控管措施是否直接影響信任,使得更多買家願意使用電子商務網站的機制;進而本研究希望賣家能利用風險控管措施,去預防標價錯誤的事情發生。本研究以參與過電子商務的買家為對象,進行實體及網路問卷調查,經由統計分析,獲得以下幾點結論:


一、 當發生標價錯誤時會產生法律上的爭議有網路購物交易網頁之性質究竟是要約或要約之引誘;買賣契約已成立,賣方得否主張意思表示錯誤加以撤銷;標價錯誤是否為促銷;買方是否違反誠實信用原則。
二、 風險控管措施可以減少標價錯誤所產生法律上的爭議。
三、 參與電子商務購物之買家,在發生標價錯誤之情境下,會產心理、績效、財務、社會、時間、隱私權及訴訟這七種知覺風險。
四、 知覺風險愈高時,會使得買家對賣家以及網站之信任程度愈低。
五、 參與電子商務購物之買家對賣家以及網站之信任程度對買家之購買意向有顯著正向影響。
六、 參與電子商務的買家之知覺風險會透過信任程度影響其購買意向。
七、 電子商務之風險管控措施並不能弱化買家之知覺風險對信任程度之影響,
八、 風險管控措施有效提升買家之信任程度。
九、 買家對賣家信任的程度會因為風險控管措施而強化買家的購買意向。


The major purpose of this study is to investigate legal disputes and explore the correlations between perceived risks and risk control measures, trust and purchase intention on pricing error of B2C online shopping stores. Both legal and management science methodologies are conducted in this study. Dell case is analyzed to clarify legal disputes on pricing errors such as contract potency, revoke the expression and protection of reliance interest. This study also uses internet questionnaires for E-commerce participants. This study aims to contribute to a more sophisticated understanding of risk control measures on pricing error of B2C online shopping mechanism. Through regression and statistical analysis, conclusions are as follows:

1. When the pricing error occurred, some legal disputes have risen: Is the legal nature of webpage of online shopping stores an “offer” or an “invitation to offer;Could online shopping stores revoke its expression acting on pricing error;Do online shopping stores wilfully make pricing error for promotion purpose;Do buyers with large scale orders violate the principle of good faith.
2. The risk control measures can reduce some legal disputes which were resulted by pricing error.
3. In the E-commerce environment, there are seven kinds of perceived risk on pricing error, including psychological risk、performance risk、financial risk、social risk、time risk、private right risk and litigation risk.
4. The perceived risk of buyers has significant negative effects on the trust.
5. In the E-commerce environment, buyers’ trust to the sellers and website has significant and positive effects on purchase intention.
6. The overall trust to the E-commerce environment has intermediating effect between pricing error’s perceived risks and purchase intention.
7. The risk control measures have no moderating effect on the relationship between the pricing error’s perceived risks and trust.
8. The risk control measures have significant and positive effects on trust directly.
9. In the E-commerce environment, buyers’ trust to the sellers and website has significant and positive effects on purchase intention by risk control measures.


中文摘要 i
英文摘要 iii
致謝 v
目錄 vi
表目錄 ix
圖目錄 xi
第一章 緒論 1
1.1 研究動機與背景 1
1.2 研究目的 3
第二章 文獻探討 4
2.1 戴爾案例介紹 4
2.2 民法意思表示錯誤 6
2.2.1 我國民法規定 6
2.2.2 德國學者對於電子化意思表示錯誤的分類 8
2.3 知覺風險 10
2.3.1 知覺風險的定義 10
2.3.2 知覺風險的構面 11
2.3.3 網路購物的知覺風險 12
2.3.4 本研究所定義標價錯誤所產生的知覺風險 13
2.4 風險管控措施 15
2.4.1 風險管控措施之定義 15
2.4.2 針對標價錯誤之風險管控措施 16
2.5 態度相關理論 19
2.6 信任與購買意向 22
2.6.1 信任的定義 22
2.6.2 信任與電子商務 23
2.6.3 本研究定義之信任 25
2.7 購買意向與行為意向 26
第三章 電子商務標價錯誤的法律爭議 28
3.1 買賣契約是否成立 28
3.1.1 要約與要約之引誘差異之處 28
3.1.2 電子商務購物交易網頁之性質 29
3.2 若買賣契約已成立,賣方得否主張意思表示錯誤加以撤銷? 33
3.2.3 依照標價錯誤類型判定是否撤銷 35
3.3 標價錯誤是真意保留? 36
3.4 買家是否違反誠實信用原則 37
3.5 B2C網路定型化契約 41
第四章 研究方法 42
4.1 研究架構 42
4.2 假設推論 43
4.2.1 知覺風險與信任程度之關係 43
4.2.2 風險管控措施之干擾效果 44
4.2.3 信任程度與購買意向之關係 45
4.2.4 風險管控措施與信任程度之關係 46
4.2.5 知覺風險、信任程度與購買意向之關係 46
4.2.6 風險管控措施、信任程度、購買意向之關係 47
4.3 研究變數定義與衡量 48
4.4 研究設計 51
4.4.1 研究對象及樣本蒐集方式 51
4.4.2 問卷設計 51
4.4.3 預試執行 52
4.4.4 因素分析 52
4.4.5 信度分析 53
4.5 統計分析方法 55
第五章 實證結果分析 60
5.1 正式問卷分析 60
5.1.1 問卷樣本描述 60
5.1.2 研究變項之描述分析 62
5.2 人口統計變數對各構面之差異性分析 63
5.3 驗證性因素分析 68
5.4 結構方程模式分析 73
5.4.1 模式之整體配適度 74
5.4.2 效度評估 76
5.4.3 假設之驗證分析 77
5.4.4 各變數間之效果分析 79
5.5 資料展現 83
5.5.1 樣本展現 83
5.5.2 人口統計變數在各構面之差異分析 83
5.5.3 研究結果之討論 84
第六章 結論與建議 87
6.1 研究結論 87
6.2 研究意涵 89
6.2.1 管理意涵 89
6.2.2 法律意涵 89
6.3 研究貢獻 92
6.3.1 理論貢獻 92
6.3.2 實務貢獻與建議 92
6.4 研究限制 94
6.5 後續研究建議 95
參考文獻 97
附錄
A 正式問卷 ……107



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法院判決
[146] 台北地方法院93年度訴字第3467號判決。
[147] 台北地方法院94年度消簡上字第7號判決。
[148] 台南地方法院98年度訴字第1009號判決。
[149] 最高法院42年台上字第865號判例。
[150] 台北地方法院98年度北消簡字第13號判決。
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[152] 台北地方法院99年度訴字第559號判。
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[154] Steven J. Caspi, et al. v. The Microsoft Network, L.L.C., et al. (N.J. App. Div., July 2, 1999),1999 WL 462175, 323 N.J. Super. 118, 732 A.2d 528
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網路資料
[156] Chwee Kin Keong and Others v Digilandmall.com Pte Ltd[2004] 2 SLR 594; [2004] SGHC 71 (High Ct. Sing.,Apr.12,2004) http://www.singaporelaw.sg/rss/judg/30117.html
[157] Amazon mis-priced iPaqs: No sale,ZDNet UK http://www.zdnet.co.uk/news/it-strategy/2003/03/19/amazon-mis-priced-ipaqs-no-sale-2132174/,(Mar.19,2003)
[158] THE FEDERAL TRADE COMMISSION ON "CONSUMER PROTECTION IN CYBERSPACE: COMBATING FRAUD ON THE INTERNET" http://www.ftc.gov/os/1998/06/test.623.htm
[159] Oops! The Legal Consequences Of and Solutions To Online Pricing Errorshttp://www.lctjournal.washington.edu/vol1/a002groebner.html
[160] Dell''s Online Price Error Troubles Worsen in TaiwanJul http://www.pcworld.com/businesscenter/article/167882/dells_online_price_error_troubles_worsen_in_taiwan.html
[161] Companies in Taiwan to pay for online pricing errors http://www.asiaone.com/Business/News/Story/A1Story20100702-224910.html
[162] Pricing error at Yahoo Japan sells 100 Million http://www.asuku.com/forum/viewtopic.php?t=937
[163] More pricing errors hit online retailers http://news.cnet.com/More-pricing-errors-hit-online-retailers/2100-1017_3-225527.html


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