網路拍賣的原諒行為對潛在消費者信任度及購買意圖之影響

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姓名

蘇晟瑋(Cheng-wei Su) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

網路拍賣的原諒行為對潛在消費者信任度及購買意圖之影響
(The Effect of Forgiveness in Online Auction on Potential Consumers’ Trust and Purchase Intention)

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摘要(中)

隨著網路發展越來越蓬勃，消費者購物習慣也逐漸改變，在網路上購物的行
為也越來越普遍。可是仍然有部分消費者不願意在網路上購物，因為他們不願意
相信賣方。為了增加消費者的信任，拍賣評價系統成了很重要的角色。現實生活
的交易行為會有原諒的情況發生，其實在拍賣評價系統也有原諒的情況發生。當
不滿意的消費者給予賣家負評，賣家做了解釋及補償的行為後，消費者願意更改
評價並給予正面的評論，這就是網路拍賣上的原諒行為。
近年來，有些文章探討賣家如何補救，才能最有效回復消費者的信任，但是
目前仍未有文章探討網路拍賣之原諒行為對於潛在消費者的信任度及購買意圖
的影響。本研究中將受測者對網路拍賣的熟悉度分為兩群，觀察原諒行為在拍賣
評價系統中的呈現方式，搭配賣家回覆消費者的行為是否有交互作用。本研究之
研究方法採用實驗設計的方式，將完全沒有原諒行為的評價做為控制組，在操弄
變數上，採用高熟悉與低熟悉、原諒評價與隱藏的原諒評價、有賣家回覆與沒有
賣家回覆，呈現 2x2x2 之實驗設計。
研究結果顯示，潛在消費者對於成功服務補救行為之四種情境的信任度，與
完全正評的情境相較沒有顯著差異；對於熟悉網路拍賣之消費者的信任度，原諒
評價與隱藏的原諒行為沒有差異；對於不熟悉網路拍賣的消費者，原諒評價會使
服務失誤曝光，其風險接受度較低因此信任度會下降。進一步分析發現，熟悉網
路拍賣的消費者在原諒評價的狀況，賣家有回覆會使其信任度上升，因為更了解
網路交易的內容並願意相信賣家；對於不熟悉網路拍賣的消費者則沒有差異，因
為其寧願選擇沒有服務失誤的賣家，有沒有回覆已經沒有影響。此研究也發現信
任在原諒狀況的呈現下為購買意圖的中介變數。

摘要(英)

According to developing of Internet, consumers’ shopping behaviors are moving
to online environment. But there are still many consumers don’t want to shop online
because they don’t trust online sellers enough. So reputation systems are becoming an
important tool to prevent online fraud. Although reputation systems will record
transaction history, they still couldn’t reveal all behaviors between buyers and sellers
clearly. There are forgiveness behaviors in online auction when buyers’ changed
reputations from abysmal to outstanding and gave unintentional seller good
comments.
Recently, many studies have discussed the best compensation which can restore
consumers’ trust efficiently. To our best knowledge, present study is the first one to
research the effect of forgiveness on potential consumers. Therefore, present study
used 2 (high/low familiarity) x 2 (public/invisible forgiveness) x 2 (with/without
seller’s reactions) experiment design. The results reveal that potential consumers’ trust
in four scenarios with successful service recovery has no difference in ―all positive
reputation scenario‖. For high-familiarity consumers, their trusts have no difference
between public and invisible forgiveness. Furthermore, their trusts are higher when
seller has reactions. However, for low-familiarity consumers, their trusts are lower in
public forgiveness. Furthermore, their trusts have no difference between seller’s
reactions and no reactions. Finally, present study also proved trust is a mediator
between presentation of forgiveness and purchase intention.

關鍵字(中)

★ 電子商務
★ 網路拍賣
★ 購買意圖
★ 信任
★ 原諒
★ 評價系統
★ 服務補救

關鍵字(英)

★ e-commerce
★ online auction
★ purchase intention
★ forgiveness
★ service recovery
★ trust
★ reputation system

論文目次

1. Introduction .......................................................................................................... 1
2. Conceptual Background ...................................................................................... 5
2.1 Trust ................................................................................................................. 5
2.2.1 Online Trust .......................................................................................... 5
2.2.2 Online Trust and Purchase Intention ..................................................... 5
2.2 Forgiveness ...................................................................................................... 6
2.3 Service Recovery Reputation History and Trust .............................................. 7
2.4 Familiarity with Online Shopping ................................................................... 8
2.5 Forgiveness in Reputation Text Comments ..................................................... 9
2.5.1 Public and Invisible Forgiveness .......................................................... 9
2.5.2 Text Comments with and without Seller’s Reactions ......................... 11
3. Research Method ............................................................................................... 14
3.1 Pretest ............................................................................................................. 15
3.2 Stimuli ............................................................................................................ 17
3.3 Sampling Process ........................................................................................... 20
3.4 Experiment Procedures .................................................................................. 21
3.5 Measures ........................................................................................................ 21
4. Analysis and Results .......................................................................................... 23
4.1 Subjects Demographic Data ........................................................................... 23
4.2 Reliability and Validity .................................................................................. 25
4.3 Manipulation Check ....................................................................................... 27
4.4 Hypothesis Testing ......................................................................................... 28
4.4.1 Difference between Forgiveness Behavior and Controlled Group ..... 29
4.4.2 Effects of Interaction of Familiarity, Forgiveness and Reactions on
Trust ............................................................................................................. 30
4.4.3 Trust as a Mediator between Presentation of Forgiveness and Purchase
Intention ..................................................................................................... 31
5. Discussion and Managerial Implication........................................................... 34
5.1 Conclusion ..................................................................................................... 34
5.2 Managerial Implication .................................................................................. 37
5.3 Limitations and Future Research ................................................................... 38
Reference .................................................................................................................... 39
Appendix: Pretest ....................................................................................................... 42
Appendix: Questionnaires ......................................................................................... 44
Appendix: Experiment Design .................................................................................. 53

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指導教授

謝依靜(Yi-ching Hsieh)

審核日期

2010-7-9

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