實證研究發現通常顧客猶豫向線上商家購買的原因是由於線上交易的不確 定性以及買家認知到資料可能會遭到駭客竊取的風險。於是信任扮演著一個可以 降低認知風險的重要角色。近來線上拍賣市場的快速成長也引起了學者對於人際 型信任的重視。因此，信任對於線上拍賣的賣方是相當重要的。 本研究是透過一個虛擬的實驗室實驗來做一個實證研究，這個研究是探討線 上拍賣市場中買方對賣方信任因素。本研究的重點是在三個可能影響線上拍賣買 方對賣方人際型信任因素的探討 (評價、產品照片與支援性的回覆)。更具體的 說，就是針對線上拍賣賣方的正面評價高低、呈現產品照片與否以及對於顧客發 問是否提供支援性的回覆這三個因素的探討。研究的結果發現，這三項因素對於 線上拍賣市場中的人際型信任有顯著的影響。而且，這三項因素之間的交互作用 皆不顯著。另外一項有趣的發現是賣方的評價主宰了買方對於賣方的信任。對於 未來研究方向的建議與實務上的意涵也會在本研究中探討。 Abstract It is commonly assumed that consumers often hesitate to transact with e-vendors because uncertainty or perceived risk of having personal information stolen by hackers. Trust plays an important role in helping buyers overcome the hesitation. The rapid growth of online auction market has brought attention to interpersonal trust in online action buying behavior. Therefore, trust is critical to online auction sellers. This study conducts a virtual-lab experiment to investigate the factors which would affect buyers’ trust to sellers in online auction market. The research focuses on the effect of three factors (ratings of feedback profile, product photos, and supportive feedback) of online interpersonal trust in online auction market. To be more specific, the effects of online auction sellers’ ratings, the presence of photos of selling product, and supportive responses from online auction sellers to buyers were investigated. It is formed result that all of the three factors have significant influence on online interpersonal trust in online auction market. Furthermore, the interactions between these three factors are not significant. Another interesting finding is that sellers’ ratings dominate the effect of trust of buyers. Suggestions for future research as well as implications for practice are discussed.
