| dc.description.abstract | Abstract
With the prosperous development of Internet and the increasing Internet
users, a numerous business has engaged in e-commerce. Online auction is
one of the most popular commercial activities on the Internet. It is a new way
for individual buyers and sellers to exchange products through the Internet. But,
it is quite different from traditional auction because of anonymity of participants.
Due to the uncertainty and risk in online trading, the auctioneers have provided
various online services (e.g. feedback mechanisms, escrow services, fraud
protection) to induce buyer and seller’s intention to transact.
However, despite the widely use of feedback mechanisms in online
auction markets, there has been little empirical evidences in Taiwan to verify
the effectiveness of reputation mechanisms that can induce buyers’ trust.
Hence, this study aims to examine the extent to which trust can be induced by
online feedback mechanisms in online auction markets, and how the
moderating factors, such as buyers’ disposition to trust and past experience,
affect buyer’s trust formation. Data collected from Internet survey provide
evidences to support the proposed hypotheses. This study has found that a
seller’s reputation information has an impact on buyer’s perception of trust in a
seller. And, individual’s disposition to trust and past experience in using online
auction services really have moderating effects on buyer’s trust formation
toward seller’s reputation information. | en_US |