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題名：從消費者的涉入與信任態度探討網路拍賣投標行為
書刊名：臺大管理論叢
作者：林娟娟 引用關係／苗惠茹
作者(外文)：Lin, Judy Chuan-chuan／Miao, Hui-ju
出版日期：2006
卷期：17:1
頁次：頁167-189
主題關鍵詞：網路拍賣；電子商務；消費者行為；Online auction；E-commerce；Consumer behavior
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:0
  • 點閱點閱:21
網路拍賣以其特殊的顧客對顧客(Customer-to-Customer; C 2 C)交易模式，在電子商務市 場中異軍突起，買方和賣方可透過拍賣的議價機制，以雙方都滿意的價格成交，而提供交易平台的網站，亦可從中獲取手續費，可謂達到三贏的局面。每一筆成功的網路拍賣交易來自於消費者的投標，故如何提升消費者投標意願乃是學者與業界共同關注的議題，本研究彙總過去相關研究，提出一解釋消費者投標意願之模型。經過實證結果發現，有高涉入態度的消費者，其投標意願將提升；而消費者對賣方的信任態度，亦顯著影響其投標意願。至於消費者對拍賣網站的信任態度，雖然未顯著影響其投標意願，但卻是影響其對賣方的信任態度之重要因素。
Online auction is one of the successful business models in the electronic commerce. It not only provides efficient and entertaining trading experiences for both sellers and buyers, but also brings in profits for the trading sites. In this business model, buyers' willingness to bid is one of the key factors to success. Therefore, the goal of this paper is to investigate into the factors that affect consumer bidding intention. Based on prior literature, a model was proposed and empirically tested to gain a better understanding into consumer bidding behaviors. The results showed that consumer's willingness to bid was influenced by his/her involvement with online auction, the trust toward the seller, and his/her perceived usefulness toward online auction. Together, they explained 70% of the observed variance in bidding intention. Trust toward the auction website, one the other hand, did not exhibit direct influence to the consumer bidding intention. Theoretical and managerial implications are discussed.
期刊論文
1.Gabbott, M.、Hogg, G.(1999)。Consumer Involvement in Services: A Replication and Extension。Journal of Business Research，46(2)，159-166。  new window
2.Lucking-Reiley, David(1999)。Using Field Experiments to Test Equivalence between Auction Formats: Magic on the Internet。The American Economic Review，89(5)，1063-1080。  new window
3.Zaichkowky, J. L.(1985)。Measuring the Involvement Constructs。Journal of Consumer Research，12(3)，341-352。  new window
4.Corbitt, Brian J.、Thanasankit, Theerasak、Yi, Han(2003)。Trust and E-commerce: A Study of Consumer Perceptions。Electronic Commerce Research and Applications，2(3)，203-215。  new window
5.Webster, Jane、Martocchio, Joseph J.(1992)。Microcomputer Playfulness: Development of a Measure with Workplace Implications。MIS Quarterly，16(2)，201-226。  new window
6.Sethi, V.、Carraher, S.(1993)。Developing Measures for Assessing the Organizational Impact of Information Technology: A Comment on Mahmood and Soon's Paper。Decision Sciences，24(4)，867-877。  new window
7.Jackson, C. M.、Chow, S.、Leitch, R. A.(1997)。Toward An Understanding of The Behavioral Intention to Use An Information System。Decision Sciences，28(2)，357-389。  new window
8.Venkatesh, V.、Davis, F. D.(1996)。A Model of the Antecedents of Perceived Ease of Use: Development & Test。Decision Sciences，27(3)，451-481。  new window
9.Zaichkowsky, Judith Lynne(1986)。Conceptualizing involvement。Journal of Advertising，15(2)，4-34。  new window
10.Gefen, David、Karahanna, Elena、Straub, Detmar W.(2003)。Trust and TAM in Online Shopping: An integrated Model。Management Information Systems Quarterly，27(1)，51-90。  new window
11.Legris, P.、Ingham, J.、Collerette, P.(2003)。Why do people use information technology? A critical review of the technology acceptance model。Information & Management，40(3)，191-204。  new window
12.Doney, Patricia M.、Cannon, Joseph P.(1997)。An Examination of the nature of trust in buyer-seller relationships。Journal of Marketing，61(2)，35-51。  new window
13.Pavlou, Paul A.(2003)。Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model。International Journal of Electronic Commerce，7(3)，101-134。  new window
14.Lin, Judy Chuan-Chuan、Lu, Hsipeng(2000)。Towards an understanding of the behavioural intention to use a web site。International Journal of Information Management，20(3)，197-208。  new window
15.Lee, Matthew Kwok On、Turban, Efraim(2001)。A Trust Model for Consumer Internet Shopping。International Journal of Electronic Commerce，6(1)，75-91。  new window
16.Chen, Lei-da、Gillenson, Mark L.、Sherrell, Daniel L.(2002)。Enticing online consumers: an extended technology acceptance perspective。Information & Management，39(8)，705-719。  new window
17.Gefen, David、Straub, Detmar W.(2000)。The relative importance of perceived ease of use in IS adoption: A study of e-commerce adoption。Journal of the Association for Information Systems，1(1)，(8)1-(8)28。  new window
18.Davis, Fred D.、Bagozzi, Richard P.、Warshaw, Paul R.(1989)。User acceptance of computer technology: A comparison of two theoretical models。Management Science，35(8)，982-1003。  new window
19.Davis, Fred D.(1989)。Perceived Usefulness, Perceived Ease of Use, & User Acceptance of Information Technology。MIS Quarterly，13(3)，319-340。  new window
20.王凱、王存國、戴基峰(2002)。A Study of Online Auction Sites in Taiwan: Product, Auction Rule, and Trading Type。International Journal of Information Management，22(2)，127-142。  new window
21.Bapna, R.、Goes, P.、Gupta, A.(2001)。Comparative Analysis of Multi-item Online Auctions: Evidence from the Laboratory。Decision Support Systems，32(2)，135-153。  new window
22.Dussart, C.(2001)。Transformative Power of E-business over Consumer Brands。European Management Journal，19(6)，629-637。  new window
23.Griffith, D. A.、Krampf, R. F.、Palmer, J. W.(2001)。The Role of Interface in Electronic Commerce: Customer Involvement in Print versus Online Catalogs。International Journal of Electronic Commerce，5(4)，135-153。  new window
24.Kwon, O. B.、Kim, C. R.、Lee, E. J.(2002)。Impact of Website Information Design Factors on Consumer Ratings of Web-based Sites。Behaviour & Information Technology，21(6)，387-402。  new window
25.McDonald, C. G.、Slawson, V. C., Jr.(2002)。Reputation in an Internet Auction Market。Economic Inquiry，40(3)，633-650。  new window
26.Stafford, M. R.、Stern, B.(2002)。Consumer Bidding Behavior on Internet Auction Sites。International Journal of Electronic Commerce，7(1)，135-150。  new window
27.Ward, S. G.、Clark, J. M.(2002)。Bidding Behavior in Online Auctions: An Examination of the eBay Pokemon Card Market。International Journal of Electronic Commerce，6(4)，139-155。  new window
會議論文
1.林娟娟、苗惠茹(2004)。影響線上拍賣獲利因素初探 : 美國與臺灣之比較。電子商務與數位生活研討會。  延伸查詢new window
2.林娟娟、苗惠茹(2004)。網路拍賣消費者之信任對投標意願的影響。國際資訊管理學術研討會。  延伸查詢new window
3.Tung, Y. Alex(2002)。Empirical Analysis of Herd Behavior in Online Auctions。Los Angeles, CA。  new window
研究報告
1.Koufaris, M.、Hampton-Sosa, W.(2002)。Consumer Trust Online: Examining the Role of the Experience with the Web Site。New York, NY：Zicklin School of Business, Baruch College。  new window
學位論文
1.林雯瑤(1995)。臺灣地區公共圖書館的社會角色與功能之研究(碩士論文)。淡江大學。  延伸查詢new window
圖書
1.Fishbein, M.、Ajzen, I.(1980)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley。  new window
2.林靈宏(1994)。消費者行為學。臺北：五南圖書出版有限公司。  延伸查詢new window
3.Comrey, Andrew L.(1973)。A first course in factor analysis。Academic Press。  new window
4.Engel, James F.、Blackwell, Roger D.、Miniard, Paul W.(1993)。Consumer Behavior。Dryden Press。  new window
其他
1.2005臺灣網路使用大調查，0。  延伸查詢new window
 
 
 
 
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