臺灣博碩士論文加值系統

現今的線上購物主要是以C2C與B2C為主。網路購物中買賣雙方存在著資訊不對稱的情況，此時買方會擔心自身擁有的資訊較少而受到欺騙，因此賣家要思考如何傳遞信號、傳遞哪些信號，使得自身能夠在眾多的賣家中脫穎而出，並且提升消費者的信任。相對於B2C的賣家而言，C2C的賣家可以提供的服務與保障較容易受到消費者質疑，因此C2C的賣家需要提供更多優良的信號，以取得消費者的信任。過去研究大多是從單一層級的角度探討如何增加網購消費者對於賣家的信任。然而，消費者在線上購物時往往受到多方信號影響其信任程度，本研究將探討從三種不同層級的因素（包含:第三方、平台與賣家）所發送之信號如何影響C2C買家對於賣家之信任。
本研究總共蒐集了367份問卷，獲得356份有效問卷。利用結構方程模型 (Structural Equation Modeling, SEM) 與階層迴歸分析 (Hierarchical Regression) 進行模型的驗證與分析。研究發現平台的結構性保證、賣家的互動性與第三方的電子商務機制的感知有效性對於消費者信任具有正向顯著的影響。消費者對於賣家的信任進而會導致高回購意願。此外，電子商務機制的感知有效性並不會負面調節信任與回購意圖之間的關係。本研究的結果可供C2C的賣家與平臺提供者做為參考，應著重結構性保證、互動性與電子商務機制等信號，以提升消費者的信任與回購意圖。

In the context of C2C online shopping, sellers are suggested to provide more powerful signals to gain consumer trust because of information asymmetry. Past studies explored how sellers increase consumer trust from a single-level perspective. However, online consumers often experienced multiple signals from different resources. To fill this gap, this study develops a framework for investigating how different resource signals (i.e. third parties, platforms and sellers) affect consumer trust and repurchase intentions.
In the study, a total of 356 valid samples were used to test the hypotheses through structural equation modeling and hierarchical regression. The result showed that seller's interactivity, platform's structural assurance and third party’s perceived effectiveness of e-commerce institutional mechanisms (PEEIM) had positively influenced on trust, leading to repurchase intentions. In addition, the results found that PEEIM did not negatively moderate the relationship between trust and repurchase intentions. Theoretical and practical implications are discussed.

中文摘要 i
英文摘要 ii
致謝 iii
目次 v
表次 vi
圖次 vii
第一章 緒論 1
第二章 文獻探討與假說發展 4
第一節 電子商務 4
第二節 信號理論與信任 7
第三節 研究假說 10
第三章 研究方法 15
第一節 研究架構 15
第二節 研究變數的定義 16
第三節 研究設計 19
第四章 研究結果 20
第一節 問卷編碼 20
第二節 描述性統計分析 23
第三節 衡量變數描述性統計分析 28
第四節 信度與效度分析 30
第五節 結構模式分析 37
第六節 結果討論 43
第五章 結論 45
第一節 研究結論 45
第二節 研究貢獻 46
第三節 研究限制與未來研究 48
參考文獻 49
附錄 研究問卷 56

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