線上拍賣網站使用者間信任程度之影響因素研究

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姓名

黃柏章(Po-Chang Huang) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

線上拍賣網站使用者間信任程度之影響因素研究
(The Trust between Users of Online Auction website)

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摘要(中)

隨著網際網路的蓬勃發展，網際網路使用者日益增加，全球各地的企業無不爭相加入電子商務之行列，電子商務市場產值也因此而呈現指數性的成長。線上拍賣是近幾年來興起的網路電子商務活動之一。利用電子方式傳遞資訊讓買賣雙方進行交易，並且有價格發現機制者，均可稱之為線上拍賣活動。目前大多數的線上拍賣活動，都是透過網際網路的幫助而進行，藉由網際網路的特性，打破了時間與空間的限制，目標市場擴及世界各地。
在電子商務活動上，信任的存在對於活動的順利進行就非常重要。根據Blomqvist (1997)整理過去各領域中信任相關的研究後，發現信任是很脆弱的，要在兩個個體間建立信任的基礎相當困難，而且信任的發展也非常緩慢，信任的摧毀卻非常快速。
本研究透過對線上拍賣網站使用者的研究，探討影響線上拍賣使用者間的信任關係的因素。研究結果指出，對於線上拍賣使用者而言，影響其對線上拍賣網站的信任程度，與其對拍賣活動的交易對象之因素各有不同。最後本研究提出一個架構指出兩者之間的差異，並提供線上拍賣使用者與線上拍賣網站不同的建議。以期增進交易關係的信任程度，促進交易活動的順利進行。
研究結果發現，在影響使用者對拍賣網站的因素方面，制度型信任與使用者所知覺的信號會正向的影響使用者對網站的信任程度。個人信任傾向對於使用者對拍賣網站的信任程度影響則透過制度型信任中介。在使用者間信任程度方面，個人信任傾向、聲譽與過去經驗都會影響使用者間的信任程度。

關鍵字(中)

★ 線上拍賣
★ 信任
★ 個人信任傾向
★ 信號理論
★ 聲譽
★ 過去經驗

關鍵字(英)

★ Online Auction
★ Trust
★ Disposition to Trust
★ Institutional Based Trust
★ Past Experience
★ Reputation
★ Signal

論文目次

目錄 i
圖目錄 ii
表目錄 iii
論文摘要 iv
第一章緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究程序 3
第二章文獻探討 5
2.1 電子商務 5
2.2 拍賣 7
2.3 信任 17
2.4 信任與電子商務的關係 25
2.5 信任傾向 27
2.6 聲譽 29
2.7 過去經驗與滿意度 31
2.8 信號理論 33
2.9 本章小結 35
第三章研究方法 36
3.1 研究架構 36
3.2 研究假說 38
3.3 研究變數之定義與操作化 44
3.4 研究設計 51
第四章資料分析 53
4.1 樣本基本資料分析 53
4.2 量表品質檢測 55
4.3 研究假說檢定 60
4.4 研究假說檢定結果彙整 68
第五章結論與建議 71
5.1 研究結論 71
5.2 管理實務建議 76
5.3 研究限制 77
5.4 未來研究方向 78
參考文獻 80
附錄：網路問卷填答網站 I

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指導教授

范錚強、李小梅
(Cheng-Kiang Farn、Shau-Mei Li)

審核日期

2004-6-30

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