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研究生： 劉祐廷
You-ting Liu
論文名稱： 問答機制影響線上拍賣結果之研究
A Study of the Effects of the Q&A Mechanism on Online Auctions
指導教授： 何靖遠
口試委員:
學位類別： 碩士
Master
系所名稱： 管理學院 - 資訊管理學系
Department of Information Management
畢業學年度： 97
語文別： 英文
論文頁數： 39
中文關鍵詞： 資訊不對稱 、實徵研究 、網路拍賣 、問答機制
外文關鍵詞： Information asymmetry, Empirical study, Online auction, Q&A mechanism
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    • 　　隨著使用人數的上升，線上拍賣的各種問題成為廣被討論的研究主題。過去的研究中指出許多能提升使用者交易意願與溢價購買的因素，而這些因素大多都是透過降低資訊不對稱或是提升買方之信任達成。然而，在拍賣上被使用已久的問答機制卻還沒有被討論。因此，本研究透過心理學與社會學上的理論並以線上杷取的方式收集eBay與台灣Yahoo!拍賣之資料，來討論問答機制對於拍賣結果的影響。研究結果發現，問答機制對成交率與溢價購買有顯著的關係，同時這些關係也會受到產品本身價格的影響，而在不同拍賣平台中問答機制的效用亦不完全相同。

    In online auctions, the outcomes and phenomena had become the topics of researches due to the huge number of users. Prior researches indicated factors that influence the intension to buy or lead to higher auction prices because mitigating the extent of information asymmetry between traders or increasing the trust of buyers. However, there still few researches related to Q&A mechanism – a widely used mechanism in online auction. Drawing from psychological, sociological theories and using data from two online auction websites, we demonstrate that Q&A mechanism is significantly related to the probability to transaction success and price premiums, and these relationships may be influenced by product price. Moreover, we also find that the effects of Q&A mechanism are not completely the same in different online auction websites.

    Chapter 1 Introduction 1 Chapter 2 Literature Review 3 2.1 Online Auctions 3 2.1.1 Types of Auctions 3 2.1.2 Types of Online Auctions 3 2.1.3 Results of Online Auctions 5 2.2 Information Asymmetry 6 2.3 Exchange Theory 7 2.4 Bandwagon Effect 7 2.5 Web Crawling 8 Chapter 3 Research Model 10 3.1 Research Model and Hypotheses 10 3.1.1 Q&A 10 3.1.2 Probability of Transaction Success 12 3.1.3 Price Premiums 13 3.1.4 Willingness to Transact 14 3.1.5 Product Prices 15 3.2 Data Collection 17 3.2.1 Crawling Process 17 3.2.2 Data Source 19 Chapter 4 Data Analysis 21 4.1 Samples 21 4.1.1 eBay 21 4.1.2 Yahoo! Taiwan Auction 22 4.2 Hypothesis Testing 23 4.2.1 Probability of Transaction Success as the Dependent Variable 23 4.2.2 Price Premiums as the Dependent Variable 25 4.2.3 Willingness to Transact as the Dependent Variable 28 4.3 Summary 31 4.4 Discussion 33 Chapter 5 Conclusion 34 5.1 Summary 34 5.2 Contribution 35 5.3 Research Limitation 35 5.4 Directions for Future Studies 36 References 37

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    Web Data
    1. Alexa. Top Sites in Taiwan. http://www.alexa.com/topsites/countries/TW. Accessed on April 30, 2009.
    2. CartoonStock. http://www.cartoonstock.com/directory/b/buses.asp. Accessed on June 1, 2009.
    3. InsightXplorer. http://www.insightxplorer.com/specialtopic/200807_online_shopping.html. Accessed on June 10, 2009.
    4. Market Intelligence & Consulting Institute (III). http://mic.iii.org.tw/pop/micnews4_op_new.asp?sno=500&cred=2008/10/29. Accessed on May 30, 2009.

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