消費者網路競標意圖研究－認知風險觀點

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王貴賢(Kuei-Hsien Wang) 查詢紙本館藏

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資訊管理學系

論文名稱

消費者網路競標意圖研究－認知風險觀點
(The study on consumers' intention of internet bidding: a perceived risk perspective)

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摘要(中)

隨著電子商務的泡沫化，到近年來的逐漸復甦，網路拍賣乃是其中最為閃亮的一顆新星。目前在台灣地區，網路拍賣的規模日益茁壯，2003年已有62%的網路使用者（527萬人次）曾造訪過拍賣網站，交易總額達130億元之高，其潛在商機，由兩大拍賣平台經營者，Yahoo!奇摩拍賣與台灣eBay的廣告宣傳戰中可見一斑。事實上，網路拍賣的詐欺事件依舊頻傳，加上無法檢視商品、交易的安全性疑慮、賣方信用度不明等原因，往往造成消費者對於網路競標望之卻步。倘若無法吸引買氣，拍賣平台經營者將無法匯集足夠的賣方社群以維持其營運，遑論在收費制度建立後轉虧為盈。因此，若能充分瞭解消費者的風險認知，及其對於拍賣網站的看法與競標意圖的關係，將有助於拍賣平台經營者從事進一步的改善。
本研究以Featherman and Pavlou(2003)結合科技接受模式與認知風險之研究模型為理論基礎，並將其中認知風險變數，分為『拍賣平台之認知風險』與『來自賣方之認知風險』；此外，研究中尚加入消費者在感受到風險存在後，其『網路口碑主動搜尋程度』一併探討；最後，為能更瞭解個人資訊使用差異帶來的影響，是以透過消費者的『科技準備度』，來探討認知因素與競標意圖間的調節影響。綜合以上變數，形成本研究之概念性模型，以期釐清認知風險對於消費者競標意圖及相關認知與行為的影響，希望能藉此提供拍賣平台業者未來行銷業務之參考。
本研究針對在Yahoo!奇摩拍賣網站上，曾有商品競標實際經驗的消費者為研究對象，透過網路問卷為媒介，共回收287份問卷，有效問卷計有235份，使用LISREL進行結構方程式模型驗證，得到路徑分析的實證結果如下：
1.科技接受模式中的『認知有用性』與『認知易用性』，對於消費者的『競標意圖』具有正向影響。
2.消費者認知風險中的『拍賣平台之認知風險』與『來自賣方之認知風險』，對於消費者的『競標意圖』具有負向影響。
3.『來自賣方之認知風險』對於消費者的『網路口碑主動搜尋程度』具有正向影響。
4.『網路口碑主動搜尋程度』對於消費者的『競標意圖』具有正向影響。
5.消費者個人的『科技準備度』，對於『認知易用性』與『競標意圖』間的關係具有調節作用；但對於『認知有用性』與『競標意圖』、『拍賣平台之認知風險』與『競標意圖』間關係的調節影響並不顯著。

關鍵字(中)

★ 科技接受模式
★ 網路口碑
★ 認知風險
★ 網路競標意圖
★ 科技準備度

關鍵字(英)

★ internet bidding intention
★ TAM
★ perceived risk
★ internet word-of-mouth
★ technology readiness

論文目次

第壹章緒論 - 1 -
第一節研究背景 - 1 -
第二節研究動機 - 2 -
第三節研究目的 - 3 -
第四節研究流程 - 3 -
第貳章文獻探討 - 5 -
第一節網路拍賣 - 5 -
第二節資訊科技接受度 - 12 -
第三節認知風險 - 20 -
第四節網路口碑 - 25 -
第五節科技準備度 - 29 -
第六節小結 - 32 -
第參章研究方法 - 33 -
第一節研究架構 - 33 -
第二節研究假設 - 34 -
第三節變數定義及衡量 - 40 -
第四節研究設計 - 45 -
第肆章資料分析與結果 - 47 -
第一節研究前測 - 47 -
第二節樣本結構分析 - 49 -
第三節信度效度分析 - 52 -
第四節線性結構方程式 - 58 -
第五節科技準備度的調節影響 - 64 -
第伍章結論與建議 - 68 -
第一節研究結論 - 68 -
第二節管理意涵 - 71 -
第三節研究限制 - 72 -
第四節後續研究建議 - 73 -
參考文獻 - 76 -
附錄?膍s問卷 - 86 -

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89. Woodside, A. G. and Delozier, M. W., “Effects of Word of Mouth Advertising on Consumer Risk Taking,” Journal of Advertising, 1976, pp. 12-19.
90. Zucker, L., “Production of Trust: institutional Sources of Economics Structure,” Research of Organization Behavior, volume 8(1), 1986, pp.53-111.
三、網站部分
1. ETtoday，「財部：網路交易課稅標準年底出爐，網路拍賣二手物品免稅」， 2004年。
文章出處：http://www.ettoday.com/2004/11/23/10844-1717628.htm
2. e天下，「拍賣賺外快，576萬人潮買氣」，2003年。
文章出處：http://www.books.com.tw/magazine/item/esky/esky0910.htm
3. FIND，「B2C電子商務網站個案探討(一) 拍賣網站」， 2000年。
文章出處：http://www.find.org.tw/0105/trend/0105_trend_disp.asp?trend_id=1065&SearchString=&title=B2C電子商務&article=
4. Yahoo!奇摩拍賣，http://tw.bid.yahoo.com
5. 大紀元，「網路拍賣品項成交金額成長，將形成重要產業」，2004年。
文章出處：http://www.epochtimes.com/b5/4/9/16/n663223.htm
6. 台灣eBay，http://www.ebay.com.tw
7. 台灣企劃塾，「掌握網路拍賣的趨勢和變化」，台灣國際電子商務中心，2004年。
文章出處：http://www.nii.org.tw/cnt/ECNews/Article/article_96.htm
8. 數位之牆，「網路競標，在台灣還有很長的路要走」， 2003年。
文章出處：http://www.digitalwall.com/scripts/display.asp?UID=182
9. 數位時代，「雅虎奇摩拍賣收費滿月，很得意」，2004年。
文章出處：http://www.bnext.com.tw/mag/2004_05_15/2004_05_15_2208.html
10. 電子商務資訊網，「拍賣詐欺--網路拍賣的隱憂」，2001年。
文章出處：http://www.e21times.com/ei/fortune.asp?rtid=3764&sid=33
11. 聯合新聞網，「網路拍賣，要課稅了！」，2004年。
文章出處：http://news.yahoo.com.tw

指導教授

李小梅(Shau-Mei Li)

審核日期

2005-6-8

推文