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題名 拍賣網站上賣方評價內容對於買方知覺風險及購買意願之影響—以Yahoo!奇摩拍賣為例
作者 彭思柔
貢獻者 郭貞
彭思柔
關鍵詞 網路拍賣
網路口碑傳播
評價制度
知覺風險
Online Auction
Word-of-Mouth
Feedback System
Perceived Risk
日期 2008
上傳時間 18-Sep-2009 19:46:33 (UTC+8)
摘要 在現今這個「宅經濟」漸漸蓬勃的的年代，上網購物變成一種新興的購物
型態與休閒娛樂的管道，越來越多人選擇上網採購以免除出外購物所耗損
的時間跟精力。因此，網路拍賣開始受到許多人的歡迎，舉凡吃、穿、用
的，都可以在拍賣的世界中找到各式商品。但是，網路購物雖然方便，卻
也因為消費者無法直接接觸賣方與商品而使得糾紛事件層出不窮。因此，
多數消費者對於網路購物一直存有或多或少的知覺風險。在缺乏面對面接
觸下，網路口碑變成消費者是否購買此一商品的重要考量。而拍賣網站中
所提供的評價機制，就是一種消費者藉由口碑來了解賣方的管道。因此，
本研究試圖探討賣方的評價內容留言，對消費者購買意願與知覺風險的影
響。透過實驗法，架設兩種情境。情境A讓受試者接收正面評價內容，而情
境B則讓受試者觀看負面評價內容。本研究對象皆為有網路購物經驗的大學
生與研究生，共收集了126份有效樣本，根據研究結果分析，所得結論有三：
一、賣方良好評價留言會減少買方的知覺風險，而極差評價留言會增加買
方知覺風險的程度。
二、知覺風險越高，購買意願則越低。
三、賣方的評價留言對買方的購買意願有顯著影響。
Many consumers often hesitate to buy product on-line because of the perceived
risk of losing money and the feeling of uncertainty about the credibility of the
sellers. Therefore, many auction sites have built feedback systems in order to
provide consumers a tool of reference when engaging in online shopping
activities. This study conducts an experiment in order to investigate how
feedback comments may influence consumers’ level of perceived risk and their
purchase intention. The research mainly focuses on two different patterns of
feedback comments (Outstanding comments and abysmal comments) in an
online auction market, to see if these comments affect consumers’ level of
perceived risk and their purchase intention. The research subjects are college
and graduate school students who have previous online shopping experiences. In
total, this study collects 126 validated samples. According to the research results,
there are three main conclusions:
1. Seller’s outstanding feedback comments will decrease buyer’s perceived risk
in online shopping; on the contrary, seller’s abysmal feedback comments will
increase buyer’s perceived risk.
2. If the buyer has lower perceived risk, the purchase intention will be higher.
3. Seller’ feedback comments will influence buyer’s purchase intention.
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描述 碩士
國立政治大學
國際傳播英語碩士學程(IMICS)
96461005
97
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096461005
資料類型 thesis
dc.contributor.advisor 郭貞zh_TW
dc.contributor.author (Authors) 彭思柔zh_TW
dc.creator (作者) 彭思柔zh_TW
dc.date (日期) 2008en_US
dc.date.accessioned 18-Sep-2009 19:46:33 (UTC+8)-
dc.date.available 18-Sep-2009 19:46:33 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 19:46:33 (UTC+8)-
dc.identifier (Other Identifiers) G0096461005en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/36811-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學程(IMICS)zh_TW
dc.description (描述) 96461005zh_TW
dc.description (描述) 97zh_TW
dc.description.abstract (摘要) 在現今這個「宅經濟」漸漸蓬勃的的年代，上網購物變成一種新興的購物
型態與休閒娛樂的管道，越來越多人選擇上網採購以免除出外購物所耗損
的時間跟精力。因此，網路拍賣開始受到許多人的歡迎，舉凡吃、穿、用
的，都可以在拍賣的世界中找到各式商品。但是，網路購物雖然方便，卻
也因為消費者無法直接接觸賣方與商品而使得糾紛事件層出不窮。因此，
多數消費者對於網路購物一直存有或多或少的知覺風險。在缺乏面對面接
觸下，網路口碑變成消費者是否購買此一商品的重要考量。而拍賣網站中
所提供的評價機制，就是一種消費者藉由口碑來了解賣方的管道。因此，
本研究試圖探討賣方的評價內容留言，對消費者購買意願與知覺風險的影
響。透過實驗法，架設兩種情境。情境A讓受試者接收正面評價內容，而情
境B則讓受試者觀看負面評價內容。本研究對象皆為有網路購物經驗的大學
生與研究生，共收集了126份有效樣本，根據研究結果分析，所得結論有三：
一、賣方良好評價留言會減少買方的知覺風險，而極差評價留言會增加買
方知覺風險的程度。
二、知覺風險越高，購買意願則越低。
三、賣方的評價留言對買方的購買意願有顯著影響。		zh_TW
dc.description.abstract (摘要) Many consumers often hesitate to buy product on-line because of the perceived
risk of losing money and the feeling of uncertainty about the credibility of the
sellers. Therefore, many auction sites have built feedback systems in order to
provide consumers a tool of reference when engaging in online shopping
activities. This study conducts an experiment in order to investigate how
feedback comments may influence consumers’ level of perceived risk and their
purchase intention. The research mainly focuses on two different patterns of
feedback comments (Outstanding comments and abysmal comments) in an
online auction market, to see if these comments affect consumers’ level of
perceived risk and their purchase intention. The research subjects are college
and graduate school students who have previous online shopping experiences. In
total, this study collects 126 validated samples. According to the research results,
there are three main conclusions:
1. Seller’s outstanding feedback comments will decrease buyer’s perceived risk
in online shopping; on the contrary, seller’s abysmal feedback comments will
increase buyer’s perceived risk.
2. If the buyer has lower perceived risk, the purchase intention will be higher.
3. Seller’ feedback comments will influence buyer’s purchase intention.		en_US
dc.description.tableofcontents 1. Introduction............................................................................................................ 1
1.1 Research Background and Motivations ............................................................... 1
1.2 Research Objectives ........................................................................................... 3
1.3 Research Target .................................................................................................. 3
1.4 Research Flowchart .................................................................................................. 4
2. Literature Review................................................................................................... 6
2.1 Online Auctions........................................................................................................ 6
2.1.1 Auction Type ................................................................................................. 8
2.1.2 Traits of Online Auction................................................................................11
2.1.3 The Development of Yahoo! Auction ........................................................... 15
2.2 Word-Of-Mouth Communication and the Feedback System ................................... 18
2.2.1 Electronic Word-Of-Mouth Communication ................................................ 20
2.2.2 Feedback System of Online Auction ............................................................ 22
2.2.3 Effects and Patterns of Feedback System..................................................... 27
2.3 Perceived Risk and Purchase Intention ................................................................... 33
2.3.1 Relationship between E-auction Familiarity and Feedback Reference .......... 36
2.3.2 Relationship between Feedback and Perceived Risk: ................................... 37
2.3.3 Relationship between Perceived Risk and Purchase Intention: ..................... 40
2.3.4 Relationship between Feedback and Purchase Intention............................... 42
3. Research Model and Hypothesis...........................................................................45
3.1 Research Model...................................................................................................... 45
3.2 Research Hypotheses.............................................................................................. 47
3.3 Operational Research Constructs............................................................................ 48
4. Research Design...................................................................................................50
4.1 Control Variables and Design Factors in the experiment......................................... 50
4.2 Sampling Process ................................................................................................... 54
4.3 Apparatus............................................................................................................... 54
4.4 Experiment Procedures........................................................................................... 55
5. Data Analysis ...................................................................................................56
5.1 Questionnaire Design and Reliability Test .............................................................. 56
5.1.1 Pretest of the Questionnaire: ........................................................................ 57
5.1.2 Content Validity and Questionnaire Reliability Test .................................... 57
5.2 Data Analysis Procedure ........................................................................................ 60
5.3 Subjects Demographic Data ................................................................................... 60
5.4 Correlation Analysis of Perceived Risk .................................................................. 64
5.5 The Relationship between Buyer’s Familiarity of E-Auctions and Feedback
Attitude....................................................................................................................... 64
5.6 The Relationship between Seller’s Feedback Comments and Buyer’s Perceived
Risk ............................................................................................................................. 66
5.7 The Relationship between Buyer’s Perceived Risk and Purchase Intention............. 70
5.8 The Relationship between Seller’s Feedback Comments and Buyer’s Purchase
Intention...................................................................................................................... 72
5.9 The Relationship between Demographic Variables and Perceived Risk .................. 73
6. Conclusions and Suggestions............................................................................75
6.1 Conclusions............................................................................................................ 75
6.2 Limitations and Future Development...................................................................... 81
6.2.1 Research Limitations ................................................................................... 81
6.2.2 Suggestions for Future Research.................................................................. 81
References ...............................................................................................................82
English Reference: ....................................................................................................... 82
Chinese reference:........................................................................................................ 89
APPENDIX 1 ..........................................................................................................90
FORMAL QUESTIONNAIRE..................................................................................... 90
QUESTIONNAIRE A..............................................................................................90
APPENDIX 2 ........................................................................................................101
FORMAL QUESTIONNAIRE................................................................................... 101
QUESTIONNAIRE B............................................................................................101

LIST OF TABLES
Table 4.1 Variables and Measures ........................................................................... 51
Table 5.1: Factor Loadings and Reliabilities of Perceived Risk Scale ...................... 58
Table 5.2 Demographic Data of This Research ........................................................ 61
Table 5.3 Correlation Analysis of Perceived Risk.....................................................64
Table 5.4 Test of the Relationship Between Online Auction Familarity and Feedback
Attitude....................................................................................................................65
Table 5.5 Test of the Relationship between 1st Perceived Risk and 2nd Perceived Risk66
Table 5.6 Test of the Mean and Standard deviation of 1st Perceived Risk and 2nd Perceived
Risk ......................................................................................................................... 67
Table 5.7 The Relationship between 2nd Perceived Risk and Seller’s Feedback Type (Sum)
............................................................................................................................... 67
Table 5.8 Test of the Mean and Standard Deviation of the Five Aspects for 1st Perceived
Risk and 2nd Perceived Risk of Questionnaire A ....................................................... 68
Table 5.9 Test of the Mean and Standard Deviation of the Five Aspects for 1st Perceived
Risk and 2nd Perceived Risk of Questionnaire B ....................................................... 69
Table 5.10 The relationship between 2nd Perceived Risk and Purchase Intention for
Questionnaire A....................................................................................................... 70
Table 5.11 The relationship between 2nd Perceived Risk and Purchase Intention for
Questionnaire B....................................................................................................... 71
Table 5-12 The Relationship between 2nd Perceived Risk and Purchase Intention (Sum) 72
Table 5.13 Test of the Mean and Standard Deviation of Purchase Intention for Both
Questionnaire A and B............................................................................................. 73
Table 5.14 The Relationship between Feedback Type and Purchase Intention (Sum)73
Table 5.15 The Mean and Standard Deviation of Purchase Intention....................... 74
Table 6.1 Testified Result of Research Hypotheses................................................... 76
LIST OF FIGURES
Figure 1-1 Research Flow Chart ................................................................................ 5
Figure.2-1 The growing trend of the product amount in Yahoo! Auction ................. 17
Figure 3-1 Online Auction Feedback Comments Model .......................................... 46
Figure 5.1 Daily Use of Net..................................................................................... 63
Figure 5.2 Times of Transacting in Recent Six Months............................................ 63
Figure 5.3 The Most Popular Items in E-Auctions ................................................... 63		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/#G0096461005en_US
dc.subject (關鍵詞) 網路拍賣zh_TW
dc.subject (關鍵詞) 網路口碑傳播zh_TW
dc.subject (關鍵詞) 評價制度zh_TW
dc.subject (關鍵詞) 知覺風險zh_TW
dc.subject (關鍵詞) Online Auctionen_US
dc.subject (關鍵詞) Word-of-Mouthen_US
dc.subject (關鍵詞) Feedback Systemen_US
dc.subject (關鍵詞) Perceived Risken_US
dc.title (題名) 拍賣網站上賣方評價內容對於買方知覺風險及購買意願之影響—以Yahoo!奇摩拍賣為例zh_TW
dc.type (資料類型) thesisen
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