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題名 探討C2C拍賣網站之信任建立與信任所帶來之價值
作者 劉景吉
Liu, Ching-Chi
貢獻者 管郁君
劉景吉
Liu, Ching-Chi
關鍵詞 拍賣網站
C2C電子商務
信任感
價值
日期 2004
上傳時間 18-Sep-2009 14:35:30 (UTC+8)
摘要 許多研究認為客戶在網路上消費時考慮再三的問題,最後都可歸因於消費者缺乏對於電子商務的信任感。在C2C 電子商務中目前最熱門的交易方式─拍賣網站上,消費者在購物時必須同時與賣家和拍賣網站進行互動,然而綜觀過去的研究對有哪些因素影響買家對賣家的信任與對拍賣網站的信任,以及此兩種信任分別帶來哪些價值的研究仍嫌不足,因此本研究希望就以上仍不足之處提供解答。
研究結果顯示「互動經驗」、「賣家聲譽」對於「買家對賣家的信任感」有顯著的影響,特別是「互動經驗」影響的程度最大,這表示賣家應特別注重交易過程的互動情形,才可提升買家對賣家的信任感。「互動經驗」、「拍賣網站聲譽」、「隱私安全」對於「買家對拍賣網站的信任感」有顯著的影響,特別是「拍賣網站聲譽」影響程度最大,這代表拍賣網站經營者應特別注重拍賣網站本身聲譽,值得注意的是屬於賣家因素的「互動經驗」對拍賣網站信任感的影響力僅次於「拍賣網站聲譽」,這顯示追求拍賣網站信任感的提昇也可藉由改善拍賣網站上買賣雙方的互動情形來著手。「買家對賣家信任感」對於「賣家的價值」與「買家對拍賣網站信任感」對「拍賣網站的價值」皆有顯著的影響,值得注意的是「買家對賣家信任感」也助於提升「拍賣網站的價值」,因此拍賣網站可藉由協助賣家提升買家對賣家的信任來獲得自身的價值,這顯示了協助買賣雙方建立信任的過程並非對拍賣網站是毫無利益可言的,相反的,這是另一條創造價值可行的路,值得拍賣網站經營者深思。「信任傾向」、「風險承受」、「產品型態」、「產品種類」等干擾變項均無明顯的干擾能力,這顯示賣家與拍賣網站無須考慮買家信任傾向、買家風險承受度、產品型態、價格的差異,只要專注於提升買家對賣家的信任與對拍賣網站的信任即可獲得價值。
參考文獻 中文參考文獻
1. 洪嘉蓉〈2003〉。服務品質、滿意度與忠誠度關係之研究—以中華電信公司ADSL顧客為例。私立大葉大學資訊管理學系未出版碩士論文。
2. 黃雅鳳〈2004〉。拍賣網站服務品質與信任認知對顧客忠誠度關係之研究。私立淡江大學資訊管理學系未出版碩士論文。
3. 黃柏章〈2004〉。線上拍賣網站使用者間信任程度之影響因素研究。國立中央大學資訊管理研究所未出版碩士論文。
4. 張國偉〈2003〉。算命網站顧客信任感影響因素之研究。國立中山大學資訊管理學系未出版碩士論文。
5. 鍾育明〈2004〉。信任機制對網路交易意圖影響之研究。國立臺北大學企業管理研究所未出版博士論文。
6. 謝茂盛〈2004〉。工業產品購買意圖影響因素之探討。國立高雄第一科技大學行銷與流通管理所未出版碩士論文。
7. 周文賢〈2002〉。多變量統計分析:SAS/STAT 使用方法。台北:智勝文化。
8. 蕃薯藤數位科技股份有限公司,開拓文教基金會〈2004〉。2004年台灣網路使用調查。存取時間:2005年6月7日。網址:http://survey.yam.com/survey2004/chart/。
英文參考文獻
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描述 碩士
國立政治大學
資訊管理研究所
92356001
93
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0923560011
資料類型 thesis
dc.contributor.advisor 管郁君zh_TW
dc.contributor.author (Authors) 劉景吉zh_TW
dc.contributor.author (Authors) Liu, Ching-Chien_US
dc.creator (作者) 劉景吉zh_TW
dc.creator (作者) Liu, Ching-Chien_US
dc.date (日期) 2004en_US
dc.date.accessioned 18-Sep-2009 14:35:30 (UTC+8)-
dc.date.available 18-Sep-2009 14:35:30 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 14:35:30 (UTC+8)-
dc.identifier (Other Identifiers) G0923560011en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35266-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 92356001zh_TW
dc.description (描述) 93zh_TW
dc.description.abstract (摘要) 許多研究認為客戶在網路上消費時考慮再三的問題,最後都可歸因於消費者缺乏對於電子商務的信任感。在C2C 電子商務中目前最熱門的交易方式─拍賣網站上,消費者在購物時必須同時與賣家和拍賣網站進行互動,然而綜觀過去的研究對有哪些因素影響買家對賣家的信任與對拍賣網站的信任,以及此兩種信任分別帶來哪些價值的研究仍嫌不足,因此本研究希望就以上仍不足之處提供解答。
研究結果顯示「互動經驗」、「賣家聲譽」對於「買家對賣家的信任感」有顯著的影響,特別是「互動經驗」影響的程度最大,這表示賣家應特別注重交易過程的互動情形,才可提升買家對賣家的信任感。「互動經驗」、「拍賣網站聲譽」、「隱私安全」對於「買家對拍賣網站的信任感」有顯著的影響,特別是「拍賣網站聲譽」影響程度最大,這代表拍賣網站經營者應特別注重拍賣網站本身聲譽,值得注意的是屬於賣家因素的「互動經驗」對拍賣網站信任感的影響力僅次於「拍賣網站聲譽」,這顯示追求拍賣網站信任感的提昇也可藉由改善拍賣網站上買賣雙方的互動情形來著手。「買家對賣家信任感」對於「賣家的價值」與「買家對拍賣網站信任感」對「拍賣網站的價值」皆有顯著的影響,值得注意的是「買家對賣家信任感」也助於提升「拍賣網站的價值」,因此拍賣網站可藉由協助賣家提升買家對賣家的信任來獲得自身的價值,這顯示了協助買賣雙方建立信任的過程並非對拍賣網站是毫無利益可言的,相反的,這是另一條創造價值可行的路,值得拍賣網站經營者深思。「信任傾向」、「風險承受」、「產品型態」、「產品種類」等干擾變項均無明顯的干擾能力,這顯示賣家與拍賣網站無須考慮買家信任傾向、買家風險承受度、產品型態、價格的差異,只要專注於提升買家對賣家的信任與對拍賣網站的信任即可獲得價值。
zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 1
第三節 研究流程 2
第二章 文獻探討 3
第一節 國內外相關研究 3
第二節 信任感 4
第三節 影響信任的因素 8
第四節 信任所能帶來的價值 19
第三章 研究方法 24
第一節 研究架構 24
第二節 變數定義與操作化 25
第三節 研究假說 30
第四節 研究設計 36
第五節 資料分析方法 41
第四章 資料分析 43
第一節 敘述統計 43
第二節 信度與效度 45
第三節 因徑分析(Path Analysis) 47
第三節 調節項多元迴歸(Moderated Multiple Regression) 60
第四節 假說驗證 70
第五章 結論與建議 78
第一節. 研究結論 78
第二節. 研究建議 81
第三節. 研究限制 82
第四節. 未來研究方向 83
參考文獻 84
附錄 問卷 90

圖目錄
圖 1 研究流程圖 2
圖 2 Chong等人的研究架構圖 3
圖 3 黃柏章的研究架構圖 4
圖 4 影響顧客在網路零售商購物時之信任感因素 9
圖 5 網站呈現與網站信任感之關係 14
圖 6 Prvacy-trust-behavioral model 圖 19
圖 7 對賣方的信任促進溢價圖 20
圖 8 商品價格與溢價關係圖 21
圖 9 商品型態與溢價關係圖 22
圖 10 研究架構圖 24
圖 11 台灣地區歷年Internet 使用者性別比例 44
圖 12 因徑分析結果圖 60

表目錄
表 1 信任的內涵 5
表 2 信任感的定義 6
表 3 信任在電子市場中的重要性 7
表 4 網站信任的影響因素表 9
表 5 聲譽的定義 15
表 6 在不同的學術領域中,聲譽的定義表 16
表 7 信任所產生的溢價表 19
表 8 變數操作化表 30
表 9 研究假說表 35
表 10 樣本結構表 44
表 11 信度檢測表 45
表 12 建構效度檢測表 45
表 13「買家對賣家信任感」為依變數的模式摘要 49
表 14「買家對賣家信任感」為依變數的迴歸係數 50
表 15「買家對賣家信任感」為依變數的共線性診斷 50
表 16「買家對賣家信任感」為依變數的模式摘要(以顯著因素考驗) 52
表 17「買家對賣家信任感」為依變數的迴歸係數(以顯著因素考驗) 52
表 18「買家對賣家信任感」為依變數的共線性診斷(以顯著因素考驗) 52
表 19「買家對拍賣網站信任感」為依變數的模式摘要 52
表 20「買家對拍賣網站信任感」為依變數的迴歸係數 53
表 21「買家對拍賣網站信任感」為依變數的共線性診斷 53
表 22「買家對拍賣網站信任感」為依變數的模式摘要(以顯著因素考驗) 54
表 23「買家對拍賣網站信任感」為依變數的迴歸係數(以顯著因素考驗) 54
表 24「買家對拍賣網站信任感」為依變數的共線性診斷(以顯著因素考驗) 54
表 25「賣家價值」為依變數的模式摘要 54
表 26「賣家價值」為依變數的迴歸係數 55
表 27「賣家價值」為依變數的共線性診斷 55
表 28「賣家價值」為依變數的模式摘要(以顯著因素考驗) 56
表 29「賣家價值」為依變數的迴歸係數(以顯著因素考驗) 57
表 30「賣家價值」為依變數的共線性診斷(以顯著因素考驗) 57
表 31「拍賣網站價值」為依變數的模式摘要 58
表 32「拍賣網站價值」為依變數的迴歸係數 59
表 33「拍賣網站價值」為依變數的共線性診斷 59
表 34 調節項多元迴歸分析模式表 61

表 35 調節項多元迴歸分析-信任傾向的干擾能力表 62
表 36 調節項多元迴歸分析-信任傾向為干擾變數,買家對賣家信任感為依變數 62
表 37 調節項多元迴歸分析-信任傾向為干擾變數,買家對拍賣網站信任感為依變數 63
表 38 調節項多元迴歸分析-風險承受的干擾能力表 64
表 39 調節項多元迴歸分析-風險承受為干擾變數,賣家價值為依變數 65
表 40調節項多元迴歸分析-風險承受為干擾變數,拍賣網站價值為依變數 65
表 41 調節項多元迴歸分析-產品型態的干擾能力表 66
表 42 調節項多元迴歸分析-產品型態為干擾變數,賣家價值為依變數 67
表 43 調節項多元迴歸分析-產品型態為干擾變數,拍賣網站價值為依變數 67
表 44 調節項多元迴歸分析-產品價格的干擾能力表 68
表 45 調節項多元迴歸分析-產品價格為干擾變數,賣家價值為依變數 68
表 46 調節項多元迴歸分析-產品價格為干擾變數,拍賣網站價值為依變數 69
表 47 假說驗證表 75
表 48 因徑分析彙整表 78
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0923560011en_US
dc.subject (關鍵詞) 拍賣網站zh_TW
dc.subject (關鍵詞) C2C電子商務zh_TW
dc.subject (關鍵詞) 信任感zh_TW
dc.subject (關鍵詞) 價值zh_TW
dc.title (題名) 探討C2C拍賣網站之信任建立與信任所帶來之價值zh_TW
dc.type (資料類型) thesisen
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