| dc.contributor.advisor | 邱志聖<br>郭炳伸 | zh_TW |
| dc.contributor.advisor | Chiou, Jyh-Shen<br>Kuo, Biing-Shen | en_US |
| dc.contributor.author (Authors) | 沈宗奇 | zh_TW |
| dc.contributor.author (Authors) | Shen,Chung-Chi | en_US |
| dc.creator (作者) | 沈宗奇 | zh_TW |
| dc.creator (作者) | Shen,Chung-Chi | en_US |
| dc.date (日期) | 2005 | en_US |
| dc.date.accessioned | 11-Sep-2009 17:10:05 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 17:10:05 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 17:10:05 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0913515051 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/30069 | - |
| dc.description (描述) | 博士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 91351505 | zh_TW |
| dc.description (描述) | 94 | zh_TW |
| dc.description.abstract (摘要) | Past studies have confirmed the importance of reputation in online auction. However, the marginal return to sellers’ feedback rating may be declined after some point in which many sellers have been cumulating certain feedback, and the diagnostic role of reputation for buyers to diminish asymmetric information may lessen. Therefore, besides reputation signal, what potential signals that bidders tend to rely on making purchasing decision in online scenario may need further exploration. Moreover, the heterogeneity of auctioned items may strengthen information asymmetry therein, bidders may perceive higher value for the signals provided by sellers which efficiently reduce transaction risk and facilitate their bidding decision. The purposes of our research are then to investigate the formation process of sellers’ auction strategy and the impacts of four types of signals delivering on the web-page on auction outcomes. The data sets used for empirical estimates were coded from eBay auction site United States and Taiwan. Results show that signals such as sellers’ reputation, auction format, product condition, and arguments presented on the web page are significantly related to three outcome variables: number of bids, possibility of auction success and willingness to pay. In addition, we also exhibited that the formation of bidders auction strategy depends upon how many value signals that they possess. Finally, there is evidence in support of the degree of signals on bidders’ need for information is different under product usage status classified. Bidders are inclined to reward more for the signals when being an auction for the used products which have greater uncertainty on its actual performance. We conclude with a discussion of the practical implications of our research findings for online auction and suggestion of future study. | zh_TW |
| dc.description.tableofcontents | 1. INTRODUCTION 1 2. RESEARCH HYPOTHESES 6 2.1 AUCTION THEORY 6 2.2 INFORMATION ASYMMETRY 9 2.3 PERCEIVED RISK 12 2.5 SIGNALING THEORY 16 2.6 AVAILABILITY/DIAGNOSTICITY THEORY 18 3. RESEARCH HYPOTHESES 21 3.1 BIDDER REPUTATION 21 3.2 RESERVE PRICE 23 3.3 STARTING PRICE 24 3.4 BIDDERS’ EXPERIENCE 25 3.5 SIGNAL OF PRODUCT QUALITY 26 3.6 SIGNAL OF ARGUMENT QUALITY 28 3.7 SELLER’S AUCTION STRATEGY 31 4. METHODOLOGY 34 4.1 MOTIVATION OF SAMPLES SELECTION 34 4.2 CODING PROCESS 35 4.3 DEFINITION OF VARIABLES 36 4.3.1 Dependent Variables 38 4.3.2 Independent Variables 39 4.3.3 Control Variables 40 4.4 DATA ANALYSIS 42 5. RESULTS 45 5.1 DESCRIPTIVE STATISTICS 45 5.2 RESULTS OF AUCTION SIGNALS ON NUMBER OF BIDS 49 5.3 EFFECTS OF AUCTION SUCCESS 52 5.4 EFFECTS OF WILLINGNESS TO PAY 54 5.5 ADDITIONAL ANALYSIS ON PRODUCT USAGE STATUS CLASSIFIED 58 5.6 CROSS-ANALYSIS FOR STARTING PRICE AND RESERVE PRICE 64 5.7 EVIDENCE OF TAIWAN SAMPLES 71 6. CONCLUSION 83 6.1 DISCUSSION 83 6.1.1 Signal- seller’s reputation 84 6.1.2 Signal- auction condition 85 6.1.3 Signal- product condition 85 6.1.4 Signal- auction argument 86 6.2 IMPLICATION 86 6.2.1 Short-run strategy 87 6.2.2 Long-run strategy 88 6.3 LIMITATIONS AND FUTURE STUDY 88 REFERENCE 90 APPENDIX: AN EXAMPLE OF EBAY WEB PAGE 100 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0913515051 | en_US |
| dc.subject (關鍵詞) | 拍賣 | zh_TW |
| dc.subject (關鍵詞) | 電子商務 | zh_TW |
| dc.subject (關鍵詞) | Auction | en_US |
| dc.subject (關鍵詞) | Electronic commerce | en_US |
| dc.subject (關鍵詞) | Signal | en_US |
| dc.subject (關鍵詞) | Feedback | en_US |
| dc.title (題名) | 網路拍賣之招標策略與消費者投標行為之研究-以eBay為例 | zh_TW |
| dc.title (題名) | An Investigation into the Auction Strategy and Bidder’s Bidding Behavior in Online Auctions: | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | Ahluwalia, R. and Zeynep Gurhan-Canli (2000), “The Effects of Extensions on The Family Brand Name: An Accessibility-Diagnosticity Perspective,” Journal of Consumer Research, 27(3), 371-380. | zh_TW |
| dc.relation.reference (參考文獻) | Alba, Joseph W. and J. Wesley Hutchinson (1987), “Dimensions of Consumer Expertise,” Journal of Consumer Research, 13 (4), 411-454. | zh_TW |
| dc.relation.reference (參考文獻) | Akerlof, G.. (1970), “The Market for “Lemons; Quality Uncertainty and the Market Mechanism,” The Quarterly Journal of Economics, 84, 488-500. | zh_TW |
| dc.relation.reference (參考文獻) | Andreoni, J. and J. Miller (1995), “Auctions with Artificial Adaptive Agents,” Games and Economic Behavior, 10 (1), 39-64. | zh_TW |
| dc.relation.reference (參考文獻) | Arrow, Kenneth J. (1971). Essays in the Theory of Risk-Bearing. New York, NY: North-Holland Publishing Company. | zh_TW |
| dc.relation.reference (參考文獻) | Arrow, Kenneth J. (1985). "The Economics of Agency" (pp.37-51). In Principals and Agents: The Structure of Business, edited by John W. Pratt and Richard J. Zeckhauser. Boston, MA: Harvard Business School Press. | zh_TW |
| dc.relation.reference (參考文獻) | Ba, Sulin and Paul A. Pavlou. (2002), “Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior,” MIS Quarterly, 23 (3) 243-268. | zh_TW |
| dc.relation.reference (參考文獻) | Bajari, R., A. Hortacsu. (2000), “Winner’s Curse, Reserve Prices, and Endogenous Entry: Empirical Insights from eBay Auctions,” Working paper, Stanford University, available on http://www-econ.stanford,edu/faculty/workp/swp00004.pdf. | zh_TW |
| dc.relation.reference (參考文獻) | Bapna, R., Paulo Goes, Alok Gupta, & Gilbert Karuga, (2002), “Optimal Design of the Online Auction Channel: Analytical, Empirical, and Computational Insights,” Decision Sciences, 33 (4), 557-67. | zh_TW |
| dc.relation.reference (參考文獻) | Bajari, Patrick, and Ali Hortacsu, (2006), Cyberspace Auction and Pricing Issues: A Review of Empirical Findings. In New Economy Handbook. ed. Derek C. Jones. Amsterdam: Elsevier Science. | zh_TW |
| dc.relation.reference (參考文獻) | Bajari, Patrick and Ali Hortacsu, (2004), “Economic Insights from Internet Auctions,” Journal of Economic Literature, 42 (2), 457-485. | zh_TW |
| dc.relation.reference (參考文獻) | Maskin, Eeic, John Riley (1984), “Optimal Auctions with Risk Averse Buyers,” Econometrica, 52 (6), 1473-1518. | zh_TW |
| dc.relation.reference (參考文獻) | Massad, V. J. and J. M. Tucker (2000), “Comparing Bidding and Pricing between In-Person and Online Auctions,” Journal of Product and Brand Management, 9, 325-332. | zh_TW |
| dc.relation.reference (參考文獻) | Masten, Scott E. (1988), “Equity, Opportunism, and the Design of Contractual Relations,” Journal of Institutional and Theoretical Economics, 144 (1), 180-95. | zh_TW |
| dc.relation.reference (參考文獻) | Maheswaran, D., Sternthal, B., and Gürhan, Z. (1996), “Acquisition and Impact of Consumer Expertise,” Journal of Consumer Psychology, 5 (2), 115-134. | zh_TW |
| dc.relation.reference (參考文獻) | Maynard-Smith, John and David Harper (2003), Animal signals. Oxford, UK: Oxford University Press. | zh_TW |
| dc.relation.reference (參考文獻) | McAfee, R. P. and J. McMillan (1987), “Auctions and Bidding,” Journal Economic Literature, 25 (2), 699-738. | zh_TW |
| dc.relation.reference (參考文獻) | McDonald, C. and V. C. Slawson (2002), “Reputation in an Internet Auction Market,” Economic Inquiry, 40 (4), 633-650. | zh_TW |
| dc.relation.reference (參考文獻) | McQuivey, J. L., Delhagen, K., and Levin, K. (1998), Retail`s Growth Spiral. Cambridge, MA : Forrester Research. | zh_TW |
| dc.relation.reference (參考文獻) | Melnik, Mikhail I., and James Alm (2002), “Reputation in an Internet Auction Market,” Economic Inquiry, 40, 633-50. | zh_TW |
| dc.relation.reference (參考文獻) | Mikhail, Mikhail I and James Alm (2005), “Seller Reputation, Information Signals, and Prices for Heterogeneous Coins on eBay,” Southern Economic Journal, 72 (2), 305-328. | zh_TW |
| dc.relation.reference (參考文獻) | Rajendran, K. N. and G. J. Tellis (1994). “Contextual and Temporal Components of Reference Price,” Journal of Marketing, 58 (1), 22-34. | zh_TW |
| dc.relation.reference (參考文獻) | Milgrom, P. and Roberts, J. (1986), “Price and Advertising Signals of Product Quality,” Journal of Political Economy, 94 (4), 796-821. | zh_TW |
| dc.relation.reference (參考文獻) | Milgrom, Paul (1989), “Auctions and Bidding: A Primer,” Journal of Economic Perspectives , 3 (3), 3-22. | zh_TW |
| dc.relation.reference (參考文獻) | Mishra, D. P., Jan B Heide, and Stanton G Cort (1998), “Information Asymmetry and Levels of Agency Relationships,” Journal of Marketing Research, 35 (3), 277-295. | zh_TW |
| dc.relation.reference (參考文獻) | Mitchell, V. W., F. Davies, L. Moutinho, and V. Vasson (1999), “Using Neural Networks to Understand Service Risk in the Holiday Product,” Journal of Business Research, 46, 167-180. | zh_TW |
| dc.relation.reference (參考文獻) | Moorman, Christine, Rohit Deshpande, and Gerald Zaltman (1993), “Factors Affecting Trust in Market Research Relationships,” Journal of Marketing, 57 (1), 81-101. | zh_TW |
| dc.relation.reference (參考文獻) | Nelson, P., (1974), “Advertising as Information,” Journal of Political Economy, 82 (4), 729-754. | zh_TW |
| dc.relation.reference (參考文獻) | Neumann, Peter G. (1997), “Identity-Related Misuse,” Communications of the ACM, 40 (7), 112-112. | zh_TW |
| dc.relation.reference (參考文獻) | Olson, Jerry C. (1977), “Price as an Informational Cue: Effects on Product Evaluations,” in Consumer and Industrial Buying Behavior. Arch G. Woodside, Jagdish N. Sheth, and Peter D. Bennett, eds., Amsterdam: North-Holland Publishing Company, 267-286. | zh_TW |
| dc.relation.reference (參考文獻) | Pekec, Alesandar and Michael H. Rothkopf (2003), “Combinational Auction Design,’ Management Science, 49 (11), 1485-1503. | zh_TW |
| dc.relation.reference (參考文獻) | Perry, M. and Perry, A. (1976), “Service Contract Compared to Warranty: A Means to Reduce Consumer’s risk,” Journal of Retailing, 52, 33-40. | zh_TW |
| dc.relation.reference (參考文獻) | Richins, Marsha L., (1983), “Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study,” Journal of Marketing, 47 (1), 68-78. | zh_TW |
| dc.relation.reference (參考文獻) | Peter, P. and Lawrence X. Tarpey (1975), “A Comparative Analysis of Three Consumer Decision Strategies: Introduction,” Journal of Consumer Research, 2 (1), 29-37. | zh_TW |
| dc.relation.reference (參考文獻) | Petty, R. E. and Cacioppo, J. T. (1986), Communication and persuasion: Central and peripheral routes to attitude change. New York: Springer-Verlag. | zh_TW |
| dc.relation.reference (參考文獻) | Pinker, Edieal J., Abraham Seidmann, and Yaniv Vakrat (2003), “Managing Online Auction: Current Business and Research Issues,” Management Science, 49 (11), 1457-1484. | zh_TW |
| dc.relation.reference (參考文獻) | Rao, Akshay R. and Humaira Mahi (2003), “The Price of Launching a New Product: Empirical Evidence on Factors Affecting The Relative Magnitude of Slotting Allowances,” Marketing Science, 22 (2), 246-268 | zh_TW |
| dc.relation.reference (參考文獻) | Reiley, David (2005), “Field Experiments on the Effects of Reserve Prices in Auctions: More Magic on the Internet,” Working Paper, University of Arizona. | zh_TW |
| dc.relation.reference (參考文獻) | Resnick, P., R. Zeckhauser, E. Friedman, and K. Kuwabara (2000), “Reputation Systems,” Communications of the ACM, 43 (12), 45-48. | zh_TW |
| dc.relation.reference (參考文獻) | Resnick, P., and Zeckhauser, R. (2002), “Trust Among Strangers in Internet Transactions: Empirical Analysis of eBay’s Reputation Systems,” in The Economics of the Internet and E-Commerce, M. R. Baye ed.. Amsterdam: Elsevier Science, pp.127-57. | zh_TW |
| dc.relation.reference (參考文獻) | Riley, J. G. and W. F. Samuelson (1981), “Optimal Auctions,” The American Economic Review, 71 (6), 381-392. | zh_TW |
| dc.relation.reference (參考文獻) | Ring, P. S. and Andrew H. Ven de Ven (1992), “Structuring Cooperative Relationships Bentween Organization,” Strategic Management Journal, 13 (7), 483-489. | zh_TW |
| dc.relation.reference (參考文獻) | Rousseau, Denise M. (1995), Psychological Contracts in Organizations: Understanding Written and Unwritten Agreements. Thousand Oaks, CA: Sage Publications. | zh_TW |
| dc.relation.reference (參考文獻) | Samuelson, W. F. and M. H. Bazerman (1985), “The Winner’s Curse in Bilateral Negotiation,” Research in Experimental Economics, 3, 105-137. | zh_TW |
| dc.relation.reference (參考文獻) | Schmalensee, R. (1978) “A Model of Advertising and Market Structure,” Journal of Political Economy, 86, 485-503 | zh_TW |
| dc.relation.reference (參考文獻) | Shimp, T. A., and Bearden, W. O.(1982), “Warranty and Other Extrinsic Cue Effects on Consumers’ Risk Perceptions,” Journal of Consumer Research, 9 (June), 38-46. | zh_TW |
| dc.relation.reference (參考文獻) | Shrum, W. and Wuthnow, Robert (1988), “Reputational Status of Organizations in Technical Systems,” The American Journal of Sociology, 93 (4), 882-912. | zh_TW |
| dc.relation.reference (參考文獻) | Skowronski, John J. and Carlston, Donal E. (1989), “Negativity and Extremity Biases in Impression Formation: A Review of Explanations,” Psychological Bulletin, 105 (1), 131. | zh_TW |
| dc.relation.reference (參考文獻) | Baranoff, Etti G. (2004), “Risk Management: A Focus on a More Holistic Approach Three Years After September 11,” Journal of Insurance Regulation, 22 (4), 71-81. | zh_TW |
| dc.relation.reference (參考文獻) | Spence, M. (1973): “Job Market Signaling,” Quarterly Journal of Economics, 87 (3), 355--374. | zh_TW |
| dc.relation.reference (參考文獻) | Standifird, S. (2001), “Reputation and e-Commerce: eBay Auctions and the Asymmetrical Impact of Positive and Negative Ratings,” Journal of Management, 27 (3), 279-295. | zh_TW |
| dc.relation.reference (參考文獻) | Staw, B. M., (1981), “The Escalation of Commitment to a Course of Action,” Academy of Management Review, 6, 577-587. | zh_TW |
| dc.relation.reference (參考文獻) | Swan, J. E., and Nolan, J. J. (1985), “Gaining Customer Trust: A Conceptual Guide ofr the Salesperson,” Journal of Personal Selling and Sales Management, 5, 39-48. | zh_TW |
| dc.relation.reference (參考文獻) | Tellis, Gerard J. and Gary G. Gaeth (1990), “Best-Value, Price-Seeking and Price Aversion: The Impact of Information and Learning on Consumer Choices,” Journal of Marketing, 54 (April), 34-45. | zh_TW |
| dc.relation.reference (參考文獻) | Thaler, R. H. (1992), The Winner’s Curse Paradoxes and Anomalies of Economic Life. New York: Maxwell Macmillan International. | zh_TW |
| dc.relation.reference (參考文獻) | Vickrey W. (1961), “Counterspeculation, Aauctions and Competitive Sealed Tenders,” Journal of Finance, 16 (1), 8-37. | zh_TW |
| dc.relation.reference (參考文獻) | Vincent, D. R. (1995), “Bidding Off the Wall: Why Reserve Prices may be Kept Secret,” Journal of Economic Theory, 65, 575-584. | zh_TW |
| dc.relation.reference (參考文獻) | Waehrer, K., Harstad, R. M.and Rothkopf, M. H. (1998), “Auction Form Preferences of Risk-Averse Bidtakers,” Rand Journal of Economics, 29, 179-192. | zh_TW |
| dc.relation.reference (參考文獻) | Watson, J. (2003), Strategy- An Introduction to Game Theory. New York: Norton. | zh_TW |
| dc.relation.reference (參考文獻) | Berry, David. (1995), “You’ve Got to Pay to Play: Photovoltaic and Transaction Costs,” The Electricity Journal, 8 (2), 42-49. | zh_TW |
| dc.relation.reference (參考文獻) | Wathne, Kenneth H. and Jan B Heide (2000), “Opportunism in Interfirm Relationships: Forms, Outcomes, and Solutions,” Journal of Marketing, 64 (4), 36 | zh_TW |
| dc.relation.reference (參考文獻) | Weigelt, K. and Camerer, Colin (1988), “Reputation and Corporate Strategy : A Review of Recent Theory and Applications,” Strategic Management Journal, 9 (5), 443-454. | zh_TW |
| dc.relation.reference (參考文獻) | Wilcox, R. T. (2000), “Expects and Amateurs: The Role of Experience in Internet Auctions,” Marketing Letters, 11, 363-374. | zh_TW |
| dc.relation.reference (參考文獻) | Williamson, O. E. (1993), “Calculativeness, Trust, and Economic Organization,” Journal of Law and Economics,” 36 (1), 453-486. | zh_TW |
| dc.relation.reference (參考文獻) | Yi, You-Jae (1990), “Cognitive and Affective Priming Effects of the Context for Print Advertisements,” Journal of Advertising, 19 (2), 40-49. | zh_TW |
| dc.relation.reference (參考文獻) | Zaheer, A., B. McEvily, and V. Perrone (1998), “Does Trust Matter? Exploring the Effects of Interorganizational and Interpersonal Trust of Performance,” Organization Science, 9 (2), 141-159. | zh_TW |
| dc.relation.reference (參考文獻) | Zeithaml, V. A. (1988), “Consumer Perception of Price, Quality and Value: A Means End Model and Synthesis of Evidence,” Journal of Marketing, 52, 13-30. | zh_TW |
| dc.relation.reference (參考文獻) | Bettman, J. R., (1973), “Perceived Risks and Its Components: A Model and Empirical Test,” Journal of Marketing Research, 10 (2), 184-190. | zh_TW |
| dc.relation.reference (參考文獻) | Biswas, Dipayan and Abhuit Biswas (2004), “The Diagnostic Role of Signals in the Contest of Perceived Risks in Online Shopping: Do Signals Matter More on the Web?” Journal of Interactive Marketing, 18 (3), 30-45. | zh_TW |
| dc.relation.reference (參考文獻) | Bloch, H. P., Sherrell, L. Daniel and Ridgway, M. Nancy (1986), “Consumer Search: An Extended Framework,” Journal of Consumer Research, 13 (1), 119-126. | zh_TW |
| dc.relation.reference (參考文獻) | Bone, Paula Fitzgerald (1995), “Word-of-Mouth Effects on Short-Term and Long-Term Product Judgments,” Journal of Business Research, 32 (3), 213-223. | zh_TW |
| dc.relation.reference (參考文獻) | Brint, AT (2003), “Investing Buyer and Seller Strategies in Online Auctions,” Journal of the Operational Research Society, 54 (2), 1177-1188. | zh_TW |
| dc.relation.reference (參考文獻) | Brown, J. R. and Austan Goolsbee. (2002), “Does the Internet Make Markets More Competitive? Evidence from the Life Insurance Industry,” The Journal of Political Economy, 110 (3), 481-507. | zh_TW |
| dc.relation.reference (參考文獻) | Brucks, Merrie (1985), “The Effects of Product Class Knowledge on Information Search Behavior,” Journal of Consumer Research, 12 (June), 1-16 | zh_TW |
| dc.relation.reference (參考文獻) | Brynjolfsson, E. and Smith, M. D., (2000), “Frictionless Commerce? A Comparison of Internet and Conventional Retailers,” Management Science, 46 (4), 563-585. | zh_TW |
| dc.relation.reference (參考文獻) | Cannon, Joseph P. and Christian Homburg. (2001), “Buyers-Supplier Relationships and Customer Firm Costs,” Journal of Marketing, 65 (1), 29-43. | zh_TW |
| dc.relation.reference (參考文獻) | Capen, E. C. and R. W. Clapp (1971), “Competitive Bidding in High-Risk Situation,” Journal of Petroeum Technology, 23, 641-653. | zh_TW |
| dc.relation.reference (參考文獻) | Chiou, Jyh-Shen and Cathy Cheng (2003), “Should a Company have Message Boards on Its Web Sites?” Journal of Interactive Marketing, 17 (3), 50-61. | zh_TW |
| dc.relation.reference (參考文獻) | Coleman, R. (1990). Foundations of Social Theory. Cambridge, MA: Belkmap Press. | zh_TW |
| dc.relation.reference (參考文獻) | Cox, D. F., and S. J. Rich (1964), “Perceived Risk and Consumer Decision Marking,” Journal of Marketing Research, 1 (November), 32-39. | zh_TW |
| dc.relation.reference (參考文獻) | Dasgupta, P. (1988), “Trust as a Commodity,” in Trust: Making and Breaking Cooperative Relations, D. Gambetta (ed), Basil Blackwell, Inc., Oxford, UK. | zh_TW |
| dc.relation.reference (參考文獻) | Dawar, N. and P. Parker (1994), “Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality,” Journal of Marketing, 58 (April), 81-95. | zh_TW |
| dc.relation.reference (參考文獻) | Dellarocas, C., (2000), “The design of reliable trust management systems for electronic trading communities,” Working paper, Sloan School of Management, Massachusetts Institute of Technology, Cambridge, MA, http://ccs.mit.edu.dell.trustmgt.pdf. | zh_TW |
| dc.relation.reference (參考文獻) | Dewan, Sanjeev and Vernon Hsu (2004), “Adverse Selection in Electronic Markets: Evidence from Online Stamp Auctions,” The Journal of Industrial Economics, 52 (4), 497-516. | zh_TW |
| dc.relation.reference (參考文獻) | Doney, P. M., and Cannon P. (1997), “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of marketing (61), April, pp. 35-51 | zh_TW |
| dc.relation.reference (參考文獻) | Donthu, N. and Garcia, A. (1999), “the Internet Shopper,” Journal of Advertising Research, 39(3), 52-58. | zh_TW |
| dc.relation.reference (參考文獻) | Dowally, Michael and Louis Ederington (2006), “Reputation, Certification, Warranties, and Information as Remedies for Seller-Buyer Information Asymmetries: Lessons from the Online Comic Book Market,” Journal of Business, 79 (21), 693-729. | zh_TW |
| dc.relation.reference (參考文獻) | Dowling, G. R. and Staelin, R. (1994), “A Model of Perceived Risk and Intended Risk-handling Activity,” Journal of Consumer Research, 21(June), 119-134. | zh_TW |
| dc.relation.reference (參考文獻) | Dwyer, F. Robert, Schurr, Paul H. and Oh, Sejo. (1987), “Developing Buyer-Seller Relationships,” Journal of Marketing, 51(2), 11-27. | zh_TW |
| dc.relation.reference (參考文獻) | Eisenhardt, Kathleen M. (1989), “Agency Theory: An Assessment and Review,” Academy of Management Review, 14 (January), 57-74. | zh_TW |
| dc.relation.reference (參考文獻) | Erdem, T. and J. Swait (1998), “Brand Equity as a Signaling Phenomenon,” Journal of Consumer Psychology, 7 (2), 131-157. | zh_TW |
| dc.relation.reference (參考文獻) | Farrell, J. and Matthew Rabin (1996), “Cheap Talk,” The Journal of Economic Perspectives, 10 (3), 103-118. | zh_TW |
| dc.relation.reference (參考文獻) | Feldman, Jack M. and John G. Lynch, Jr. (1988), “Self-Generated Validity and Other Effects of Measurement on Belief, Attitude, Intention and Behavior,” Journal of Applied Psychology, 73 (August), 421–435. | zh_TW |
| dc.relation.reference (參考文獻) | Fudenberg, D., J. Tirole. (1991), Game Theory. MIT Press, Cambridge, MA | zh_TW |
| dc.relation.reference (參考文獻) | Fung, R., and Lee, M. (1999), “EC-Trust (Trust in Electronic Commerce): Exploring the Antecedent Factors,” in Americas Conference on Information Systems, W. D. Haseman and D.L. Nazareth (eds.), Milwaukee, WI, pp. 517-519 | zh_TW |
| dc.relation.reference (參考文獻) | Ganesan, S. (1994), “Determinats of Long-Term Orientation in Buyer-Seller Relationships,” Journal of Marketing, 58, 1-19. | zh_TW |
| dc.relation.reference (參考文獻) | Gibbons, R. (1992), Game Theory for Applied Economists. Princeton, NJ: Princeton University Press. | zh_TW |
| dc.relation.reference (參考文獻) | Gilkeson, James H. and Kristy Reynolds (2003), “Determinants of Internet Auction Success and Closing Price: An Exploratory Study,” Psychology & Marketing, 20 (6), 537-566. | zh_TW |
| dc.relation.reference (參考文獻) | Goetz, Charles J. and Robert E. Scott (1981), “Principles of Relational Contracts,” Virginia Law Review, 67 (6), 1089-150. | zh_TW |
| dc.relation.reference (參考文獻) | Grewal, D., J. Gotlieb and H. Marmorstein (1994), “The Moderating Effects of Message Framing and Source Credibility on the Price-Perceived Risk Relationship,” Journal of Consumer Research, 21 (June), 145-153. | zh_TW |
| dc.relation.reference (參考文獻) | Griesinger, Donald W. (1990), “The Human Side of Economic Organization,” The Academy of Management Review, 15 (3), 478-99. | zh_TW |
| dc.relation.reference (參考文獻) | Guilford, T. and Dawkins, Marian Stamp (1995), “What are Conventional Signals?” Animal Behaviour, 49 (6), 1689. | zh_TW |
| dc.relation.reference (參考文獻) | Hart, P., and Saunders, C. (1998), “Emerging Electronic Partnerships: Antecedents and Dimensions of EDI Use form Supplier’s Perspective,” Journal of Management Information Systems, 14 (4), 87-111 | zh_TW |
| dc.relation.reference (參考文獻) | Heal, Geoffrey (1976), “The Relationship Between Price and Extraction Cost for a Resource with a Backstop Technology,” Journal of Economics, 7 (2), 371-378. | zh_TW |
| dc.relation.reference (參考文獻) | Herr, Paul M., Kardes, Frank R. and Kim, John (1991), “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective,” Journal of Consumer Research, 17 (4), 454-462. | zh_TW |
| dc.relation.reference (參考文獻) | Herschlag, M. and R. Zwick, (2000), “Internet auctions: A popular and professional literature review,” Quarterly Journal of Electronic Commerce, 1 (2) 161-186. | zh_TW |
| dc.relation.reference (參考文獻) | Holmes, John H., and Lett, John D., JR.. (1977), “Product Sampling and Word of Mouth,” Journal of Advertising Research, 17 (5), 35. | zh_TW |
| dc.relation.reference (參考文獻) | Holt, Charles, Sherman, Roger. (1990), “Advertising and Product Quality In Posted-Offer Experiments,” Economic Inquiry, 28 (1), 39-56. | zh_TW |
| dc.relation.reference (參考文獻) | Horstman I, and C. LaCasse (1997), “Secret Reserve Prices in a Bidding Model with a Resale Option,” The American Economic Review, 87, 663– 84. | zh_TW |
| dc.relation.reference (參考文獻) | Houser, D., and Wooders, J. (2000), “Reputation in Auctions: Theory, and Evidence form eBay,” Working Paper, Department of Economics, University of Arizona, February, available on http://bpa.arizona.edu/~jwooders/ebay.pdf.Accessed 04/025/01 | zh_TW |
| dc.relation.reference (參考文獻) | Hunt, Shelby D. and Robert M. Morgan (1994), “Relationship Marketing in the Era of Network Competition,” Marketing Management, 3(1), 18-27. | zh_TW |
| dc.relation.reference (參考文獻) | Kagel, J. H., (1995), “Auctions: A survey of experimental research,” In J. H. Kagel & A. E. Roth (Eds.), The handbook of experimental economics. Princeton, NJ: Princeton University Press. | zh_TW |
| dc.relation.reference (參考文獻) | Kahneman, D., and Tversky, A. (1979), “Prospect Theory: An Analysis of Decision Under Risk,” Econometrica, 47, 263-291. | zh_TW |
| dc.relation.reference (參考文獻) | Karkar, Rama and Lucking-Reiley (2004), “Public Versus Secret Reserve Prices in eBay Auctions: Results of a Pokemon Field Experiment,” Working Paper, University of Arizona. | zh_TW |
| dc.relation.reference (參考文獻) | Kihlstrom, R. E., and M. H. Riordan (1984), “Advertising as a Signal,” Journal of Political Economy, 92 (3), 427-450. | zh_TW |
| dc.relation.reference (參考文獻) | Kirmani, A., (1990), “The Effects of Perceived Advertising Costs on Brand Perceptions,” Journal of Consumer Research, 17 (September), 160-171. | zh_TW |
| dc.relation.reference (參考文獻) | Klein, Benjamin, and Keith B. Leffler. (1981), “The Role of Market Forces in Assuring Contractual Performance,” The Journal of Political Economy, 89, 615-641. | zh_TW |
| dc.relation.reference (參考文獻) | Klemperer, Paul (1999), “Auction Theory: A Guide to the Literature,” Journal of Economic Surveys, 13 (3), 227-86. | zh_TW |
| dc.relation.reference (參考文獻) | Laudon, Kenneth C. and Carol G. Traver (2005), E-commerce: Business, Technology, Society. Boston: Pearson/ Addison-Westey. | zh_TW |
| dc.relation.reference (參考文獻) | Lawson, Catherine L. (2002), “Product Quality in Electronic Commerce: An Old Problem Recast,” American Journal of Business, 17 (1), 23-31. | zh_TW |
| dc.relation.reference (參考文獻) | Liebermann, Yehoshua and Shmuel Stashevsky (2002) “Perceived Risks as Barriers to Internet and E-commerce Usage,” Qualitative Market Research, 5 (4), 291-300. | zh_TW |
| dc.relation.reference (參考文獻) | Livingston, Jeffrey A. (2005), “How Valuable Is a Good Reputation? A Sample Selection Model of Internet Auctions,” The Review of Economics and Statistics, 87 (3), 453-65. | zh_TW |
| dc.relation.reference (參考文獻) | Lucking-Reiley, David (1999), “Using Field Experiments to Test Equivalence between Auction Formats,” The American Economic Review, 89 (5), 1063-1080. | zh_TW |
| dc.relation.reference (參考文獻) | Lucking-Reiley, David, Doug Bryan, and Daniel Reeves. (2000), “Pennies from eBay: The Determinants of Price in Online Auctions,” Working paper, Vanderbilt University, available on http://www.vanderbilt.edu/econ/reiley/papers/PenniesFromEBay.pdf, accessed 08/01/05 | zh_TW |
| dc.relation.reference (參考文獻) | Lutz, N. A., (1989), “Warranties as Signals under Consumer Moral Hazard,” Rand Journal of Economics, 20 (2), 239-255. | zh_TW |
| dc.relation.reference (參考文獻) | Mandel, N. and Johnson, E. J. (2002) “When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices,” Journal of Consumer Research, 29 (2), 235-245. | zh_TW |
| dc.relation.reference (參考文獻) | Martin, B. A. S., Bodo Lang, and Stephanic Wong (2003), “Conclusion Explicitness in Advertising: The Moderating Role of Need for Cognition (NFC) and Argument Quality (AQ) on Persuasion,” Journal of Advertising, 32 (4), 57-65. | zh_TW |
