信任、公平與從眾行為對日貨連線搶標意圖之影響

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戴京珮(Ching-Pei Tai) 查詢紙本館藏

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論文名稱

信任、公平與從眾行為對日貨連線搶標意圖之影響
(Effects of Trust, Justice and Conformity on the Intentions of Panic Bidding for Japanese-Goods Online.)

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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 搶標
★ 日貨連線
★ 從眾行為
★ 公平
★ 信任

關鍵字(英)

★ Conformity
★ Justice
★ Trust
★ Japanese-goods online
★ Panic bidding

論文目次

中文摘要 i
英文摘要 ii
目錄 iii
圖目錄 v
表目錄 vi
一、緒論 1
1-1 研究背景 1
1-2 研究動機與目的 2
1-3 研究步驟 3
二、文獻探討 5
2-1 　信任 5
2-1-1　信任定義 5
2-1-2　信任的前因 6
2-2 　公平 11
2-2-1　公平定義 11
2-2-2　分配公平 11
2-2-3　分配公平相關理論 12
2-2-4　程序公平 14
2-2-5　程序公平判斷模式 16
2-2-6　互動公平 17
2-3 　從眾行為 19
2-3-1　從眾行為的定義 19
2-3-2　從眾行為的類型 19
2-4 　日貨連線 31
2-4-1　日貨連線背景 31
2-4-2　搶標的定義 32
2-4-3　日貨連線購物流程 32
三、研究方法 38
3-1 　研究架構 38
3-2 　研究假設及操作性定義 39
3-2-1　公平與信任的關係 39
3-2-2　信任與日貨連線搶標意圖之關係 40
3-2-3　從眾行為與日貨連線搶標意圖之關係 41
3-3 　問卷設計 44
3-4 　資料蒐集方法 48
3-5 　資料分析方式及工具 48
四、資料分析與研究結果 50
4-1 　樣本描述 50
4-2 　信效度分析 53
4-2-1　信度分析 53
4-2-2　效度分析 54
4-3 　相關分析 57
4-4 　假說檢定 57
4-4-1　公平對信任的影響效果 57
4-4-2　信任對日貨連線搶標意圖的影響效果 58
4-4-3　從眾行為對日貨連線搶標意圖的影響效果 59
4-5 　討論 60
五、結論與建議 61
5-1 　研究結論 61
5-2 　理論與實務意涵 61
5-3 　研究限制 62
5-4 　後續研究建議 63
參考文獻 64
附錄一：本研究正式問卷 73

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指導教授

洪德俊

審核日期

2012-7-16

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