近年來由於網路購物的發展成熟，許多國外商品都可以透過網路購物取得，不同型態的網路購物也隨之興起，本研究所探討的日貨連線搶標也是線上購物的一種形式。日貨連線是在台大BBS站的E-Shopping版上所形成的虛擬社群，對日貨有興趣的網友會聚集於此社群，一起討論及分享對於產品的看法，越早搶標的網友越有機會獲得這項日貨商品。本研究以信任、公平與從眾行為來探討日貨連線時，這些變數對搶標意圖的影響。透過網路收集了164份有效問卷，並使用迴歸分析來檢驗本研究的模型與假說。研究結果發現：1.公平對日貨連線賣家的信任有正向影響，尤其是互動公平對信任的影響最為強烈，也顯示日貨連線賣家與買家間的互動關係格外重要，強烈的影響網友對於日貨連線賣家的信任。2.信任及從眾行為對日貨連線搶標意圖有正向的顯著影響。從眾行為中的群體特性對搶標意圖影響最為明顯，顯示當日貨連線時，網友彼此間分享意見及想法會比其他特性影響買家搶標日貨商品更為強烈。With the maturity of online shopping development recently, more and more foreign products could be got. Panic bidding of Japanese-goods online is one type of online shopping and a virtual community on BBS. Users discuss about Japanese-goods and rush to bid in a specific period. This research discusses the effects of trust, justice and conformity on the intentions of panic bidding for Japanese-goods online. The research was tested with data collected from 164 users in Japanese-goods online on BBS. The coded data are analyzed using regression analysis statistical tool. The result is concluded as follows:1.Justice would significantly influence the trust of Japanese-goods online sellers, especially the interactive justice construct. This indicates that interaction is important between buyers and sellers in Japanese-goods online.2.Trust and conformity would significantly influence the panic bidding intentions of Japanese-goods online, especially the group characteristics among conformity. The influence of buyers’ discussion and sharing opinions would make more effort than other factors.
