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    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/35266
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35266


    Title: 探討C2C拍賣網站之信任建立與信任所帶來之價值
    Authors: 劉景吉
    Liu, Ching-Chi
    Contributors: 管郁君
    劉景吉
    Liu, Ching-Chi
    Keywords: 拍賣網站
    C2C電子商務
    信任感
    價值
    Date: 2004
    Issue Date: 2009-09-18 14:35:30 (UTC+8)
    Abstract: 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。
    Reference: 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。
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    Description: 碩士
    國立政治大學
    資訊管理研究所
    92356001
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0923560011
    Data Type: thesis
    Appears in Collections:[資訊管理學系] 學位論文

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