網路拍賣蓬勃發展，營收年年成長。但因買賣雙方無法面對面交易，「信任」成為說服消費者進入這個市場的因素。本研究提出一整合模型，其中包含拍賣網站主要的制度型信任之前因制度。這些制度包括評價分數、購後意見、即時語音溝通、產品資訊、網路櫃員機、隱私政策、資料安全性以及購物保障政策。知覺網際網路安全基礎建設為調節變數。本研究提出制度型信任之前因制度會影響消費者的信任信念，信任的信念會影響消費者上拍賣網站購物的意願。知覺網際網路安全基礎建設會影響制度型信任之前因制度與消費者的信任信念之關係。 本研究發出1585份問卷，對象橫跨台灣地區大專院校學生。724份有效樣本為有網路拍賣經驗者。資料分析結果顯示評價分數、即時通訊系統、隱私/安全性、購物保障政策以及網路櫃員機對消費者的信任信念有影響。信任的信念會影響消費者上拍賣網站購物的意圖。而知覺網際網路安全基礎建設會影響制度型信任之前因制度與消費者的信任信念之關係。 Online Auction is proliferating and annual sales grow dramatically. However, due to the characteristic that both parties don’t meet face-to-face in transaction, trust becomes the main concern to convince potential customers to enter this market. This study presents an integrated model and contains main antecedents that may affect consumers’ trust in online auction sites. These mechanisms include rating system, comment system, instant messenger system, product information, Internet ATM, privacy policy, data security and purchase protection policy. Perceived Internet security Infrastructure is the moderator that may affect the relationship between these mechanisms of institution-based trust and trusting belief. Trusting belief is then examined to see if it helps to evoke the purchase intention in online auction markets. 1585 questionnaires were surveyed in Taiwan. 724 samples that have online auction experiences were adopted for data analysis. The research result shows that five antecedents, namely rating system, instant messenger system, privacy/security, purchase protection policy and Internet ATM, have significant impacts on trusting belief. Trusting belief will lead to purchase intention. Perceived Internet security infrastructure will affect the relationship between institution-based trust mechanisms and consumers’ trusting belief of online auction markets.
