博碩士論文 974203035 完整後設資料紀錄

DC 欄位 語言
DC.contributor資訊管理學系zh_TW
DC.creator蘇晟瑋zh_TW
DC.creatorCheng-wei Suen_US
dc.date.accessioned2010-7-9T07:39:07Z
dc.date.available2010-7-9T07:39:07Z
dc.date.issued2010
dc.identifier.urihttp://ir.lib.ncu.edu.tw:88/thesis/view_etd.asp?URN=974203035
dc.contributor.department資訊管理學系zh_TW
DC.description國立中央大學zh_TW
DC.descriptionNational Central Universityen_US
dc.description.abstract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。 zh_TW
dc.description.abstractAccording 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. en_US
DC.subject電子商務zh_TW
DC.subject網路拍賣zh_TW
DC.subject購買意圖zh_TW
DC.subject信任zh_TW
DC.subject原諒zh_TW
DC.subject評價系統zh_TW
DC.subject服務補救zh_TW
DC.subjecte-commerceen_US
DC.subjectonline auctionen_US
DC.subjectpurchase intentionen_US
DC.subjectforgivenessen_US
DC.subjectservice recoveryen_US
DC.subjecttrusten_US
DC.subjectreputation systemen_US
DC.title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zh_TW
dc.language.isozh-TWzh-TW
DC.titleThe Effect of Forgiveness in Online Auction on Potential Consumers’ Trust and Purchase Intentionen_US
DC.type博碩士論文zh_TW
DC.typethesisen_US
DC.publisherNational Central Universityen_US

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