以評價機制探討信任與知覺風險對網路拍賣購買意圖之影響

Abstract

儘管網際網路以及電子商務目前已相當普及，網路拍賣還是具有許多令消費者擔憂的風險，各種知覺風險也成為了交易上的主要阻礙。因此，在網路拍賣的交易中，知覺風險與信任是兩個影響購買意圖的重要前置因子。本研究在實際操作網路拍賣之購買流程時發現網路拍賣平台之評價機制對於消費者之購買意圖有其影響力，雖然過去以知覺風險與信任來探討網路購物之文獻已相當多，但其中較少談到關於評價機制的影響效果，本研究擬以資訊內容以及系統功能做為評價機制效益之衡量工具，並將整體知覺風險再細分成三個消費者在線上購物時較擔心的因素，分別討論評價機制之資訊內容以及系統功能對於各類風險之影響關係，並進一步歸納整體評價機制對於信任、知覺風險構面之關聯。 為了驗證本研究所提出之研究架構，以曾經使用過網路拍賣（Yahoo！奇摩拍賣與淘寶網）的使用者為研究對象，經由網路問卷蒐集樣本，並透過SPSS AMOS 18對模型進行SEM驗證性分析，除了整體樣本分析，為了更進一步了解實務面的管理意涵，本研究將樣本依拍賣平台進行分群分析。根據研究結果，本研究證實了評價機制可有效提高消費者對網路拍賣賣方的信任程度，並對知覺風險有顯著的降低效果，且拍賣平台分群分析發現Yahoo！奇摩拍賣與淘寶網這兩個建置有不同評價機制之平台的結果具有差異性，其中Yahoo！奇摩拍賣之評價機制主要透過建立賣方信任來影響購買意圖，而淘寶網之評價機制則是透過降低知覺風險進而影響到消費者的購買意願。在實務管理上，本研究之結果提供了網路拍賣平台業者日後在建置、改善其評價系統內容時的參考建議與改進方向。

Although the Internet and e-Commerce are becoming more and more available to all, there are still some risks that hold back consumers. These risks are proved to be the main obstacle towards online transaction. In other words, the two primary antecedents that affect purchase intention are Perceived Risk and Trust. Although there were many researches about perceived risk and trust, the impact of feedback mechanism is seldom discussed. The feedback mechanism is considered to be a valuable reference when it comes to online shopping. This study attempts to use information quality and system quality as the measurements of feedback mechanism, and discusses the relationship between these qualities and perceived risks. Details on the impact of various perceived risk types are discussed. We also induce the causal relationship between the perceived risk and intention. To test hypothesis, this study targets at people who have used online auction (Yahoo! Online Auction or Taobao) before and conducts questionnaire survey study. The SPSS AMOS 18 is applied for data analysis. 170 of effective samples are collected. The results of factor analysis indicate there are three perceived risk dimensions including financial risk, time and quality risk, and return risk. The results of SEM analysis indicate that feedback mechanism has positive effect on trust in sellers and negative effect on perceived risks; trust in sellers is positively correlated to purchase intention and negatively correlated to perceived risk; perceived risk has negative effect on purchase intention. This study also divides these samples into two groups (Yahoo vs. Taobao) and data was analyzed respectively. The results indicate that with different feedback mechanism, platform Yahoo tends to affect purchase intention through trust, while Taobao inclined to influence purchase intention with perceived risks.