線上拍賣市集中回饋機制之研究

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陳建志(Chien-Chin Chen) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

線上拍賣市集中回饋機制之研究
(A Study on Reputation Mechanism in Online Auction Market)

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本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

論文摘要
隨著網際網路的蓬勃發展及持續增加的使用者，愈來愈多的企業加入電子商
務的行列。而線上拍賣是電子商務活動中成長最快的項目之一。對於個人買家及
賣家而言，透過網際網路是種新的交易方式。但是，它和傳統的拍賣方式仍有相
當大的不同，因為線上拍賣的使用者都是以匿名的方式參與交易的過程。然而，
就是因為線上交易存在著不確定性及風險性，線上拍賣業者提供多種線上服務，
例如：回饋機制(Feedback Mechanism )、公平擔保人服務(Escrow Service )、
詐欺保障等機制，希望藉著這些機制來降低使用者的認知風險，提高買、賣家交
易的意圖及行為。
然而，儘管在線上拍賣市場中回饋機制是被廣為使用的一種機制，在台灣卻
很少有相關的實證研究去證實它的確能夠有效地引起買家對賣家的信任。因此，
本研究的目的就在探討線上拍賣市集中回饋機制是否能影響買家對賣家的信
任，且買家的信任傾向及過去經驗等因子如何對買家信任的形成產生調節的影
響。而經由線上調查所蒐集的資料提供了有力的證據去支持研究假設的成立。本
研究發現賣家過去的聲譽會影響買家對於賣家的認知信任之程度，且個人的信任
傾向及過去使用線上拍賣的經驗確實存在有調節作用於買家對於賣家信任的形
成。

摘要(英)

Abstract
With the prosperous development of Internet and the increasing Internet
users, a numerous business has engaged in e-commerce. Online auction is
one of the most popular commercial activities on the Internet. It is a new way
for individual buyers and sellers to exchange products through the Internet. But,
it is quite different from traditional auction because of anonymity of participants.
Due to the uncertainty and risk in online trading, the auctioneers have provided
various online services (e.g. feedback mechanisms, escrow services, fraud
protection) to induce buyer and seller’s intention to transact.
However, despite the widely use of feedback mechanisms in online
auction markets, there has been little empirical evidences in Taiwan to verify
the effectiveness of reputation mechanisms that can induce buyers’ trust.
Hence, this study aims to examine the extent to which trust can be induced by
online feedback mechanisms in online auction markets, and how the
moderating factors, such as buyers’ disposition to trust and past experience,
affect buyer’s trust formation. Data collected from Internet survey provide
evidences to support the proposed hypotheses. This study has found that a
seller’s reputation information has an impact on buyer’s perception of trust in a
seller. And, individual’s disposition to trust and past experience in using online
auction services really have moderating effects on buyer’s trust formation
toward seller’s reputation information.

關鍵字(中)

★ 回饋機制
★ 聲譽
★ 線上拍賣
★ 信任

關鍵字(英)

★ feedback mechanism
★ reputation
★ Trust
★ online auction

論文目次

Table of Content.......................................................I
List of Figures .......................................................III
List of Tables ....................................................... IV
1. Introduction...................................................... - 1 -
1.1 Research Background and Motivations.............................. - 1 -
1.2 Research Objectives ............................................. - 3 -
2. Literature Review............................................................... - 5 -
2.1 Types of Auction.............................................................. - 5 -
2.1.1 Sealed-bid auctions............................................ - 5 -
2.1.2 Open auctions ............................................................ - 5 -
2.2 Online Auction.............................................................. - 7 -
2.2.1 Types of Online Auction......................................... - 8 -
2.3 Reputation systems............................................................. - 9 -
2.3.1 Feedback Mechanism ........................................... - 10 -
2.4 Trust........................................................... - 12 -
2.4.1 Trust in E-Commerce ......................................... - 13 -
2.4.2 Definition of Trust ......................................................... - 14 -
2.4.3 Trust-related Behavior .................................................. - 16 -
2.5 Disposition to Trust......................................... - 17 -
2.6 Past Experience............................................... - 19 -
3. Research Methodology .......................................... - 21 -
3.1 Research Model................................................ - 21 -
3.2 Research Hypothesis ....................................................... - 22 -
3.2.1 Feedback Mechanism ......................................... - 22 -
3.2.2 Disposition to Trust........................................ - 24 -
3.2.3 Past Experience ............................................ - 26 -
3.3 Constructs Definition and Operationalization ................. - 27 -
3.3.1 Feedback Mechanism ......................................... - 27 -
3.3.2 Trust in Seller ............................................ - 28 -
3.3.3 Disposition to Trust........................................ - 28 -
3.3.4 Past Experience ............................................ - 29 -
3.4 Control Variables......................................................... - 30 -
3.4.1 Product Price............................................... - 30 -
3.4.2 Merchandise Description..................................... - 30 -
3.4.3 Feedback Content .......................................... - 31 -
3.5 Research Design............................................... - 31 -
3.5.1 Questionnaire Design......................................... - 32 -
3.5.2 Data Collections ............................................ - 32 -
3.6 Data Analysis Method .......................................... - 33 -
3.6.1 Descriptive Statistics ...................................... - 33 -
3.6.2 Reliability ................................................. - 33 -
3.6.3 Validity .................................................... - 33 -
3.6.4 Hypothesis testing .......................................... - 34 -
4. Data Analysis.................................................. - 35 -
4.1 Descriptive Statistics ....................................... - 35 -
4.2 Reliability and Validity ....................................... - 40 -
4.2.1 Reliability Analysis........................................ - 40 -
4.2.2 Validity Analysis............................................. - 41 -
4.3 Hypothesis Testing .............................................. - 41 -
4.3.1 Feedback Mechanism .......................................... - 41 -
4.3.2 Disposition to Trust.......................................... - 45 -
4.3.3 Past Experience ............................................. - 48 -
4.4 Summary of the Findings ....................................... - 50 -
5. Discussion and Conclusion ...................................... - 51 -
5.1 Discussion of the Findings ................................... - 51 -
5.1.1 Feedback Mechanism ..................................... - 51 -
5.1.2 Disposition to Trust......................................... - 52 -
5.1.3 Past Experience ............................................ - 53 -
5.2 Contributions and Managerial Implication ..................... - 54 -
5.2.1 Contributions ............................................... - 54 -
5.2.2 Managerial Implication ............................. - 54 -
5.3 Research Limitations and Future Research .................. - 56 -
5.3.1 Research Limitations .................................... - 56 -
5.3.2 Suggestion for Future Research........................ - 57 -
Reference ................................................. - 59 -
Appendix: Questionnaire........................................ - 70 -

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Web data
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2. Investintaiwan.org, “The online auction sales of Yahoo! Auction Taiwan” http://investintaiwan.nat.gov.tw/zh-tw/news/200502/2005020702.html, accessed on May 24, 2005.
3. Insightxplorer, http://www.insightxplorer.com/news/news_01_14.html, accessed on April 28, 2005.
4. National Consumers League, “2004 Internet Fraud Statistics,” http://www.fraud.org/2004-internet%20scams.pdf, accessed on May 29, 2005.

指導教授

范懿文(Yi-Wen Fan)

審核日期

2005-6-24

推文