問答機制影響線上拍賣結果之研究; A Study of the Effects of the Q&A Mechanism on Online Auctions

NCUIR > School of Management at National Central University > Graduate Institute of Information Management > Electronic Thesis & Dissertation > Item 987654321/13560

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/13560

Title:	問答機制影響線上拍賣結果之研究;A Study of the Effects of the Q&A Mechanism on Online Auctions
Authors:	劉祐廷;You-ting Liu
Contributors:	資訊管理研究所
Keywords:	資訊不對稱;實徵研究;網路拍賣;問答機制;Information asymmetry;Empirical study;Online auction;Q&A mechanism
Date:	2009-06-24
Issue Date:	2009-09-22 15:34:56 (UTC+8)
Publisher:	國立中央大學圖書館
Abstract:	隨著使用人數的上升，線上拍賣的各種問題成為廣被討論的研究主題。過去的研究中指出許多能提升使用者交易意願與溢價購買的因素，而這些因素大多都是透過降低資訊不對稱或是提升買方之信任達成。然而，在拍賣上被使用已久的問答機制卻還沒有被討論。因此，本研究透過心理學與社會學上的理論並以線上杷取的方式收集eBay與台灣Yahoo!拍賣之資料，來討論問答機制對於拍賣結果的影響。研究結果發現，問答機制對成交率與溢價購買有顯著的關係，同時這些關係也會受到產品本身價格的影響，而在不同拍賣平台中問答機制的效用亦不完全相同。 In online auctions, the outcomes and phenomena had become the topics of researches due to the huge number of users. Prior researches indicated factors that influence the intension to buy or lead to higher auction prices because mitigating the extent of information asymmetry between traders or increasing the trust of buyers. However, there still few researches related to Q&A mechanism – a widely used mechanism in online auction. Drawing from psychological, sociological theories and using data from two online auction websites, we demonstrate that Q&A mechanism is significantly related to the probability to transaction success and price premiums, and these relationships may be influenced by product price. Moreover, we also find that the effects of Q&A mechanism are not completely the same in different online auction websites.
Appears in Collections:	[Graduate Institute of Information Management] Electronic Thesis & Dissertation

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