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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/63104完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 陳鴻基 | |
| dc.contributor.author | Ke-Hsin Chang | en |
| dc.contributor.author | 張可欣 | zh_TW |
| dc.date.accessioned | 2021-06-16T16:22:55Z | - |
| dc.date.available | 2018-02-16 | |
| dc.date.copyright | 2013-02-16 | |
| dc.date.issued | 2012 | |
| dc.date.submitted | 2013-01-28 | |
| dc.identifier.citation | 中文部分
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/63104 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-16T16:22:55Z (GMT). No. of bitstreams: 1 ntu-101-R99741058-1.pdf: 1686784 bytes, checksum: 0d9d7f4f563b07ee3bf10bca685ffaad (MD5) Previous issue date: 2012 | en |
| dc.description.tableofcontents | 中文摘要 i
Abstract ii 目錄 iv 表目錄 vi 圖目錄 vi 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究範圍 4 第四節 研究流程 5 第五節 章節架構 6 第二章 文獻探討 7 第一節 網路拍賣 7 第二節 知覺風險 14 第三節 賣方信任 19 第四節 評價機制 24 第五節 DELONE & MCLEAN資訊系統成功模式 30 第六節 購買意圖 34 第三章 研究方法 35 第一節 研究架構 35 第二節 研究假設 37 第三節 研究變數定義與衡量問項 43 第四節 研究對象與資料分析方法 48 第四章 研究結果與分析 50 第一節 樣本基本資料分析 50 第二節 因素分析與信、效度分析 53 第三節 結構模式分析 62 第四節 檢定研究模型內的拍賣平台差異 68 第五章 結論與建議 71 第一節 研究結果討論 71 第二節 管理意涵 76 第三節 研究限制與未來研究建議 79 參考文獻 81 附錄 87 | |
| dc.language.iso | zh-TW | |
| dc.subject | 知覺風險 | zh_TW |
| dc.subject | 評價機制 | zh_TW |
| dc.subject | 賣方信任 | zh_TW |
| dc.subject | DeLone & McLean資訊系統成功模式 | zh_TW |
| dc.subject | 線上拍賣 | zh_TW |
| dc.subject | 資訊內容 | zh_TW |
| dc.subject | 系統功能 | zh_TW |
| dc.subject | Information Quality | en |
| dc.subject | The DeLone & McLean Model of Information Systems Success | en |
| dc.subject | Trust in Sellers | en |
| dc.subject | Perceived Risk | en |
| dc.subject | Online Auction | en |
| dc.subject | System Quality | en |
| dc.subject | Feedback Mechanism | en |
| dc.title | 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 | zh_TW |
| dc.title | Understanding the Effect of Feedback Mechanism on Online Auction Purchase Intention –From Trust and Perceived Risk Viewpoint | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 101-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 江俊毅,吳玲玲 | |
| dc.subject.keyword | 線上拍賣,評價機制,資訊內容,系統功能,知覺風險,賣方信任,DeLone & McLean資訊系統成功模式, | zh_TW |
| dc.subject.keyword | Online Auction,Feedback Mechanism,Information Quality,System Quality,Perceived Risk,Trust in Sellers,The DeLone & McLean Model of Information Systems Success, | en |
| dc.relation.page | 91 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2013-01-28 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 商學研究所 | zh_TW |
| 顯示於系所單位： | 商學研究所 | |
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