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。

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