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研究生： 孫瑋佑
Wei-yu Sun
論文名稱： 負面評價對於網路拍賣交易行為的影響
The Effect of Negative Feedback on Online Auction Transaction Behavior
指導教授： 何靖遠
Chin-yuan Ho
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： 98
語文別： 中文
論文頁數： 80
中文關鍵詞： 實徵研究 、溢價 、網路拍賣 、回饋機制 、資訊不對稱 、負面評價
外文關鍵詞： Negative feedback, Empirical research, Price premium, Online auction, Feedback mechanism, Information asymmetry
相關次數： 點閱：7  下載：0 
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    • 電子商務發展相當成熟，網路拍賣已成為世界上最普遍使用的電子商務平台。因為有大量的使用者與商品出現，網路拍賣交易中買賣雙方大部分彼此都不認識，買賣雙方的資訊不對稱與信任議題是網路拍賣中最嚴重的問題，進而去影響使用者的交易意願與溢價購買。之前的研究指出網路拍賣中回饋機制可以有效降低交易中資訊不對稱的問題，藉由回饋機制中賣方負面評價的呈現來降低詐欺事件的發生。然而，很少有研究探討負面評價資訊對於消費者實際交易行為的影響。
    因此，本研究透過心理學與社會學上的理論，採用網路探勘的方式蒐集台灣奇摩拍賣的交易資料，透過網頁耙取機器人“Crawler”蒐集七種不同的消費性電子產品當作樣本，使用迴歸分析的方式來討論回饋機制中負面評價資訊對於網路拍賣交易行為的影響，同時也檢驗商品價格的調節關係。研究結果發現，負面評價資訊對於交易行為中的交易成功的機率、溢價與消費者交易意願有顯著的影響，而不同商品價格對於負面評價資訊與交易行為之間產生的調節作用也不相同。

    With the explosion of electronic commerce, online auction should be the most popular electronic commerce platform in the world. The most important problem in online auction may be the asymmetric information and trust issue due to the huge number of users, goods and both transacting parties who were not familiar with each others. And this problem does have an effect on buyer’s willingness to transact and price premium in online auction. Prior researches indicated that feedback mechanism can mitigate information asymmetry, and the appearance of negative feedbacks in feedback mechanism can reduce transaction-specific risk. However, there still few researches related to the topic about the relationship between negative feedbacks and buyer’s transaction behavior.
    Drawing from psychological, sociological theories and using data from Yahoo! online auction website, we use automated agent “Crawler” to collect transaction data of consumer electronics products in seven categories and we adopt the simple regression to examine the relationship between negative feedbacks and buyer’s transaction behavior. In addition, the research also examines whether product price have moderate effect on the relationship between negative feedbacks and buyer’s transaction behavior. Our result shows that negative feedbacks are significantly related to the probability to transaction success, price premium and buyer’s willingness to transact in consumer’s transaction behavior, and product price have different moderate effects on those relationship.

    目錄 第一章 緒論 ................................................... 1 1.1 研究背景與動機 ........................................................ 1 1.2 研究流程 ................................................................. 5 1.3 論文架構 ................................................................. 5 第二章 文獻探討 ............................................... 7 2.1 網路拍賣的環境與遭遇的問題 ................................................ 7 2.1.1 拍賣的種類 .............................................................. 7 2.1.2 網路拍賣的類型 .......................................................... 8 2.1.3 從眾效應 ............................................................... 10 2.1.4 資訊不對稱 ............................................................. 10 2.2 網路評價機制 ............................................................ 12 2.2.1 後悔理論 ............................................................... 12 2.2.2 回饋機制 ............................................................... 13 2.3 網路交易行為 ............................................................ 15 2.3.1 交換理論 ............................................................... 15 2.3.2 網路交易行為的衡量 ..................................................... 16 2.4 資料蒐集方法 ............................................................ 18 2.4.1 網頁耙取 ............................................................... 18 第三章 研究方法 .............................................. 20 3.1研究模型與假說推導 ....................................................... 20 3.1.1 負面評價 ............................................................... 21 3.1.2 交易成功的機率 ......................................................... 22 3.1.3 溢價 ................................................................... 23 3.1.4 交易意願 ............................................................... 24 3.1.5 商品價格 ............................................................... 25 3.2 資料蒐集 ................................................................ 28 3.2.1 資料來源 ............................................................... 28 3.2.2 資料耙取過程 ........................................................... 31 第四章 資料分析與討論 ........................................ 37 4.1 樣本資料 ................................................................ 37 4.2 假說檢定 ................................................................ 40 4.2.1 以交易成功的機率為相依變數.............................................. 40 4.2.2 以溢價為相依變數 ....................................................... 46 4.2.3 以消費者的交易意願為相依變數 ............................................ 49 4.2.4 負面評價的類型 ......................................................... 54 4.3 小結 .................................................................... 56 第五章 結論與建議 ............................................ 58 5.1 研究結果 ................................................................ 58 5.2 研究結論 ................................................................ 60 5.2.1 負面評價對於交易成功機率的影響 .......................................... 60 5.2.2 負面評價對於溢價的影響.................................................. 60 5.2.3 負面評價對於交易意願的影響.............................................. 61 5.2.4 商品價格的調節作用 ..................................................... 61 5.3 研究貢獻 ................................................................ 62 5.4 研究限制 ................................................................ 63 5.4.1 樣本資料代表性的限制 ................................................... 63 5.4.2 研究設計上的限制 ....................................................... 63 5.5 管理意涵與未來發展 ....................................................... 64 5.5.1 針對拍賣中的賣家 ....................................................... 64 5.5.2 針對拍賣中的參與者 ..................................................... 64 參考文獻 .................................................................... 66

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