| dc.contributor.advisor | 管郁君 | zh_TW |
| dc.contributor.author (Authors) | 劉景吉 | zh_TW |
| dc.contributor.author (Authors) | Liu, Ching-Chi | en_US |
| dc.creator (作者) | 劉景吉 | zh_TW |
| dc.creator (作者) | Liu, Ching-Chi | en_US |
| dc.date (日期) | 2004 | en_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) | G0923560011 | en_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) | 92356001 | zh_TW |
| dc.description (描述) | 93 | zh_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 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0923560011 | en_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) | thesis | en |
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