政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/35266
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113392/144379 (79%)
造访人次 : 51219869      在线人数 : 911
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/35266


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/35266


    题名: 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
    贡献者: 管郁君
    劉景吉
    Liu, Ching-Chi
    关键词: 拍賣網站
    C2C電子商務
    信任感
    價值
    日期: 2004
    上传时间: 2009-09-18 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
    1. Awe, S. C. (2001). Trust and risk in internet commerce. Library Journal, 126(5), 43.
    2. Ba, S., & Pavlou, P. A. (2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS Quarterly, 26(1), 243-268.
    3. Balmer, J.M.T. (1998). Corporate identity and the advent of corporate marketing. Journal of Marketing Management, 14, 963-996.
    4. Bhattacherjee, A. (2002). Individual trust in online firms: Scale development and initial test. Journal of Management Information Systems, 19(1), 211-241.
    5. Boon, S. D., & Holems, J. G. (1995). The dynamics of inter-personal trust: Resolving uncertainty in the face of risk. Cooperation and personal behaviour. Cambridge, UK: Cambridge University Press.
    6. Bruner, G.C., & Kumar, A. (2000). Web commercials and advertising hierarchy-of-effects. Journal of Advertising Research, 15(1/2), 35-43.
    7. Chong B., Yang Z., & Wong M. (2003). Asymmetrical impact of trustworthiness attributes on trust, perceived value and purchase intention: A conceptual framework for cross-cultural study on consumer perception of online auction. Proceedings of the 5th international conference on electronic commerce research, Pittsburgh, 213-219.
    8. Das, T. K., & Teng, B. S. (1998). Between trust and control: Developing confidence in partner cooperation in alliances. Academy of Management Review, 23(3), 491-512.
    9. Dayal, S., Landesberg, H., & Zeisser, M. (1999). How to build trust online. Marketing Management, 8(3), 64-69.
    10. Dontje, M. J., & Olthof, C. F. (1999). No trade without trust. Compact, 6(1), 11-21.
    11. Dowling, G. R. (1994). Corporate reputations: Strategies for developing the corporate brand. London: Kogan Page.
    12. Einwiller, S. (2001). The significance of reputation and brand for creating trust in the different stages of a relationship between an online vendor and its customers. Eighth Research Symposium on Emerging Electronic Markets, Netherlands.
    13. Eunsang, Y., Guffey, H. J., & Kijewski, V. (1993). The effects of information and company reputation on intentions to buy a business service. Journal of Business Research, 27(2), 215-228.
    14. Hair, J. F., Anderson, R. E., Tatham, R.L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). NJ: Prentice Hall.
    15. Huang, E. Y., & Chang, J. (2004). How web presentation contributes to initial trust. 35rd Annual Meeting of the Decision Sciences Institute, Boston.
    16. Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87.
    17. Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19.
    18. Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(4), 725-737.
    19. Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
    20. Gotsi, M., & Wilson, A. M. (2001). Corporate reputation: Seeking a definition. Corporate Communication: An International Journal, 6(1), 24-30.
    21. Gounaris, S., & Dimitriadis, S. (2003). Assessing service quality on the web: Evidence from business-to-consumer portal. The Journal of Services Marketing, 17(4/5), 529-530.
    22. Gulati, R. (1995). Does familiarity breed trust: The implications of repeated ties for contractual choice in alliances. Academy of Management Journal, 38(1), 85-112.
    23. Hoffman, D. L., Novak, T. P., & Peralta, M. (1999). Building consumer trust online. Communications of the ACM, 42(4), 80-85.
    24. Jarvenpaa, S. L., Tractinsky, J., & Saarinen, L. (1999). Consumer trust in an internet store: A cross-cultural validation. Journal of Computer Mediated Communication, 5(2), 1-35.
    25. Jones, S., Wilikens, M., Morris, P., & Masera, M. (2000). Trust requirements in e-Business. Communications of the ACM, 43(12), 81-87.
    26. Kalakota R., & Whinston, A. B. (1997). Frontiers of electronic commerce. MA: Addison-Wesley.
    27. Kini, A., & Choobineh, J. (1998). Trust in electronic commerce: Definition and theoretical considerations. Proceedings of the Thirty-First Annual Hawaii International Conference on System Sciences, Hawaii, 4, 51.
    28. Lee, M. K. O., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce, 6(1), 75-91.
    29. Levitt, T. (1965). Industrial purchasing behavior: A study of communications effects. MA: Harvard Business School.
    30. Liu, C., Marchewka, J. T., Lu, J., & Yu, C. S. (2004). Beyond concern: A privacy-trust-behavioral intention model of electronic commerce. Information & Management, 42(1), 127-140.
    31. Roy, M. C., Dewit, O., & Aubert, B. A. (2001). The impact of interface usability on trust in web retailers. Internet Research, 11(5), 388-398.
    32. Mayer, R.C., Davis, J.H., & Schoorman, F.D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709-734.
    33. McKnight, D.H., & Chervany, N.L. (2000). Trust and distrust definitions: One bite at a time. Proceedings of the workshop on Deception, Fraud, and Trust in Agent Societies held during the Autonomous Agents Conference: Trust in Cyber-societies, Integrating the Human and Artificial Perspectives, Berlin Heidelberg, 2246, 27-54.
    34. McKnight, D. H., Cummings, L. L., & Chervany, N. L. (1998). Initial trust formation in new organizational relationships. Academy of Management Review, 23(3), 473-491.
    35. Nelson, P. (1970). Information and consumer behavior. Journal of Political Economy, 72(1), 311-329.
    36. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for further research. Journal of Marketing, 49(4), 41-50.
    37. Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1), 37–59.
    38. Ratnasingam, P., & Pavlou, P. A. (2003). Technology trust in internet-based interorganizational electronic commerce. Journal of Electronic Commerce in Organizations, 1(1), 17-41.
    39. Resnic, P., Zeckjhauser, R., Swanson, J., & Lockwood, K. (2004). The value of reputation on eBay: A controlled experiment. Retrieved June 6, 2005, from http://www.si.umich.edu/~presnick/papers/postcards/
    40. Ring, P. S., & Van de Ven, A. H. (1994). Developmental process of cooperative interorganizational relationships. Academy of Management Review, 19(1), 90-118.
    41. Sauders, D. R. (1956). Moderator variables in prediction. Educational and Psychological Measurement, 16, 209-222.
    42. Schoder, D., & Haenlein, M. (2004). The relative importance of different trust constructs for sellers in the online world. Electronic Markets, 14(1), 48-58.
    43. Shenkar, O., & Yuchtman-Yaar, E. (1997). Reputation, image, prestige, and goodwill: An interdisciplinary approach to organizational standing. Human Relation, 59(11), 1361-1381.
    44. Shneiderman, B. (2000). Designing trust into online experiences. Communications of the ACM, 43(12), 57-59.
    45. Shrum, W., & Wuthnow, R. (1988). Reputational status of organizations in technical systems. American Journal of Sociology, 93, 882-912.
    46. Strader, T. J., & Ramaswami, S. N. (2002). The value of seller trustworthiness in C2C online markets. Communications of the ACM, 45(12), 45-49.
    47. Sultan, F., Urban, G. L., Shankar, V., & Bart, I. (2002). Determinants and consequences of trust in e-Business. Working Paper, Sloan School of Management, MIT, Cambridge, MA 02142.
    48. Thorelli, H. B. (1986). Networks: Between markets and hierarchies. Strategic Management Journal, 7, 37-51.
    49. Turban, E., McLean, E., & Wetherbe, J. (1999). Information technology for management (2nd ed.). NY: John Wiley & Sons.
    50. Urban, G. L., Sultan, F., & Qualls, W. (2000). Placing trust the center of your internet strategy. Sloan Management Review, 42(1), 39-48.
    51. Walczuch, R., Lundgren, & Henriette. (2004). Psychological determinants for consumer trust in e-retailing. Information and Management, 42(1), 159-177.
    52. Yoon, E., Guffey, H. J., & Kijewski, V. (1993). The effects of information and company reputations on intentions to buy a business service. Journal of Business Research, 27, 216-228.
    53. Yoon, S. J. (2002). The antecedents and consequences of trust in online purchase decisions. Journal of Interactive Marketing, 16, 47-62.
    54. Zwass, V. (1996). Electronic commerce: Structures & issues. International journal of electronic commerce, 1(1), 3-23.
    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
    数据类型: thesis
    显示于类别:[資訊管理學系] 學位論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    56001101.pdf223KbAdobe PDF2802检视/开启
    56001102.pdf228KbAdobe PDF21007检视/开启
    56001103.pdf239KbAdobe PDF2830检视/开启
    56001104.pdf224KbAdobe PDF2807检视/开启
    56001105.pdf242KbAdobe PDF2916检视/开启
    56001106.pdf398KbAdobe PDF23543检视/开启
    56001107.pdf286KbAdobe PDF21537检视/开启
    56001108.pdf363KbAdobe PDF22393检视/开启
    56001109.pdf237KbAdobe PDF2982检视/开启
    56001110.pdf241KbAdobe PDF21519检视/开启
    56001111.pdf281KbAdobe PDF21123检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈