社會交換對於線上拍賣交易行為的影響

Abstract

The rise of the Internet provides new types of interaction and trading such as virtual communities and e-commerce, where users-to-users e-commerce is the online auction. According to MIC report in 2008, the market size of online auction is about 107 billion, and compared to 2006, twice the size of the market growth. Therefore, this study is mainly to explore the effects of the interaction between online users on transaction. This study applied Blau's social exchange theory to explain the interactive relations between online auction users. An earlier study showed that social exchange exists in four types of virtual community, one of them contains a transactional virtual community, also is the online auction. The online auctions also contain interactive mechanisms such as reputation rating, Q & A and discussion boards. We believe that those will lead to online auction transactions. This research used survey method and sample source from online auction users. We use structural equation modeling to analyze. According to the sample analysis, social exchange has a direct effect and indirect effect on economic exchange, social exchange will help users to share more information in turn affect economic exchange. We also confirmed that trust is an important positive antecedent and perceived risk is a negative antecedent of social exchange. The results also provide some managerial implications and suggestions to online auction service providers.