線上拍賣市場建立信任因素之研究｜國立中央大學博碩士論文系統

簡易檢索 / 詳目顯示

回結果列表

研究生：	洪世忠 Shih-Chung Hung
論文名稱：	線上拍賣市場建立信任因素之研究 Trust Buliding Factors in Online Auction Market
指導教授：	范懿文 Yi-Wen Fan
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：	94
語文別：	英文
論文頁數：	53
中文關鍵詞：	線上拍賣市場、支援性回覆、產品照片、評價機制、信任
外文關鍵詞：	online auction market, supportive responses, product photos, feedback mechanism, Trust
相關次數：	點閱：8 下載：0
分享至:	分享至facebook 分享至twitter

查詢本校圖書館目錄查詢臺灣博碩士論文知識加值系統勘誤回報

實證研究發現通常顧客猶豫向線上商家購買的原因是由於線上交易的不確
定性以及買家認知到資料可能會遭到駭客竊取的風險。於是信任扮演著一個可以
降低認知風險的重要角色。近來線上拍賣市場的快速成長也引起了學者對於人際
型信任的重視。因此，信任對於線上拍賣的賣方是相當重要的。
本研究是透過一個虛擬的實驗室實驗來做一個實證研究，這個研究是探討線
上拍賣市場中買方對賣方信任因素。本研究的重點是在三個可能影響線上拍賣買
方對賣方人際型信任因素的探討 (評價、產品照片與支援性的回覆)。更具體的
說，就是針對線上拍賣賣方的正面評價高低、呈現產品照片與否以及對於顧客發
問是否提供支援性的回覆這三個因素的探討。研究的結果發現，這三項因素對於
線上拍賣市場中的人際型信任有顯著的影響。而且，這三項因素之間的交互作用
皆不顯著。另外一項有趣的發現是賣方的評價主宰了買方對於賣方的信任。對於
未來研究方向的建議與實務上的意涵也會在本研究中探討。

Abstract
It is commonly assumed that consumers often hesitate to transact with e-vendors
because uncertainty or perceived risk of having personal information stolen by
hackers. Trust plays an important role in helping buyers overcome the hesitation. The
rapid growth of online auction market has brought attention to interpersonal trust in
online action buying behavior. Therefore, trust is critical to online auction sellers.
This study conducts a virtual-lab experiment to investigate the factors which
would affect buyers’ trust to sellers in online auction market. The research focuses on
the effect of three factors (ratings of feedback profile, product photos, and supportive
feedback) of online interpersonal trust in online auction market. To be more specific,
the effects of online auction sellers’ ratings, the presence of photos of selling product,
and supportive responses from online auction sellers to buyers were investigated. It is
formed result that all of the three factors have significant influence on online
interpersonal trust in online auction market. Furthermore, the interactions between
these three factors are not significant. Another interesting finding is that sellers’
ratings dominate the effect of trust of buyers. Suggestions for future research as well
as implications for practice are discussed.

Contents
Introduction...............................................................................1
1 Research background and motivations .......................................................1
2 Research purposes and questions................................................................2
Literature Review......................................................................4
1 Trust and Risk ..................................................................................................4
1.1 Conceptualizations of risk..................................................................4
1.2 The relationship between trust and risk .............................................6
2 Conceptualizations of trust ..............................................................................7
2.1 Disposition to trust...........................................................................12
2.2 Institutional-based trust....................................................................13
2.3 Trust in Web vendor ........................................................................14
3 Other trust-related researches ........................................................................16
3.1 Feedback mechanisms .....................................................................16
3.2 The effect of adding photos .............................................................18
3.3 Supportive responses .......................................................................19
Research model and hypothesis ..........................................20
1 Research model..............................................................................................20
2 Research hypothesis.......................................................................................21
Research Design ....................................................................22
1 Control variables & Factors in the experiment ..............................................22
2 Apparatus .......................................................................................................22
3 Procedures......................................................................................................23
4 Experimental schedule ...................................................................................24
5 Trust measurement.........................................................................................27
Data Analysis..........................................................................28
1 Subjects demographic data ............................................................................28
2 Reliability.......................................................................................................29
3 Content validity..............................................................................................29
4 Disposition data test.......................................................................................29
5 Factorial ANOVA..........................................................................................30
6 The relationship between trusting beliefs and trusting intentions .................30
7 Scheffe multiple comparisons in eight scenarios...........................................32
Conclusions and Implications...............................................37
1 Conclusions....................................................................................................37
2 Implications....................................................................................................38
Future directions ....................................................................40
Reference ....................................................................................41
Appendix A：Subjects’ Dispositions .......................................43
Appendix B：Questionnaire (scenario7)..................................45

                                

Reference
1. Ba, S., and Paul, A. P. “Evidence of The Effect of Trust Building Technology in
Electronic Markets: Price Premiums and Buyer Behavior,” MIS Quarterly (26:3),
2002, pp. 243-260.
2. Bhattacherjee, A., “Individual Trust in Online Firms: Scale Development and
Initial Trust,” Journal of Management Information Systems (19:1), 2002,
pp.211-241.
3. Coke, S., Batson, D. and Mcdavis, K., “Empathic mediation of helping: A
two-stage model,” Journal of Personality and Social Psychology, (36), 1978,
pp.752-766.
4. Datamonitor. (2001). E-commerce: Missing out through poor CRM
www.datamonitor.com.
5. Eckel, C.C., and Wilson, R.K. ”Is Trust A Risky Decision？,” Journal of
Economic Behavior & Organization (55:4), December 2004, pp. 447-465.
6. ETtoday.com (http://www.ettoday.com/2006/02/22/339-1908549.htm)
7. Feng, J., Lazar J., and Preece J. “Empathy and Online Interpersonal Trust: A
Fragile Relationship,” Behaviour & Information Technology (23:2), March-April
2004, pp.97-106.
8. Gefen, D., Karahanna, E., and Straub, D.W. “Trust and TAM in Online Shopping:
An Integrated Model,” MIS Quarterly (27:1), 2003, pp. 51-90.
9. Gefen, D., Rao, V.S., and Tractinsky N. “The Conceptualization of Trust, Risk
and Their Relationship in Electronic Commerce: The Need for Clarifications,”
Proceedings of the 36th Hawaii International Conference on System Sciences
(HICSS’03)
10. Giddens, A., The consequences of modernity. Stanford: Stanford University Press,42 1990.
11. Harris, L.C., and Goode, M.M.H. “The Four Levels of Loyalty and The Pivotal
Role of Trust: A Study of Online Service Dynamics,” Journal of Retailing (80:2),
Summer 2004, pp.139-158.
12. Ickes, W., “Empathic accuracy,” Journal of Personality (61:4), 1993, pp.587 –
610.
13. Mayer, R. C., Davis, J. H., and Schoorman, F. D. “An Integration Model of
Organizational Trust,” Academy of Management Review (20:3), July 1995, pp.
709-734.
14. McKnight, D.H., and Chervany N.L. “What Trust Means in E-Commerce
Customer Relationships: An Interdisciplinary Conceptual Typology,”
International Journal of Electronic Commerce (6:2), Winter 2001-2002, pp.
35-59.
15. McKnight, D. H., Choudhury, V., and Kacmar, C. “Developing and Validating
Trust Measures for e-Commerce: An Integrative Typology,” Information Systems
Research (13:3), September 2002, pp. 34-359.
16. Nunnally, J. C. Psychometric Theory, McGraw Hill, New York, 1978.
17. Pennington, R., Wilcox, H. D., and Grover, V. “The Role of System Trust in
Business-to-Consumer Transactions,” Journal of Management Information
Systems (20:3), Winter 2003-4, pp. 197-226.
18. Riegelsberger, J., Sasse, M., and McCarthy, J. D. “Shiny Happy People Building
Trust? Photos on e-Commerce Websites and Consumer Trust,” Privacy and Trust
April 5-10, 2003, pp. 121-127.
19. Rotter, J. B. 1967, “A new scale for the measurement of interpersonal trust,”
Journal of Personality, 35, 651 – 665.
20. USA ITCC (2002)：Internet frauds statistics.

簡易檢索 / 詳目顯示

相關論文