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E10314
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網路拍賣再購買意圖影響因素:詐欺以及價值觀點
Factors Influencing Online Auction Repurchase-perspective of Fraud Control and Value
1.何建達
1.Chien-ta Ho
1.國立中興大學科技管理研究所
1.Institute of Technology Management, National Chung Hsing University
001,002,003,004
1.國立中興大學科技管理研究所
1.Institute of Technology Management, National Chung Hsing University
002
1.科技部
1.Ministry of Science and Technology
A.14 計畫執行期間(起):2014-08-01
A.14 計畫執行期間(訖):2015-07-31
2014-12-15215-01-31
A.16 收到日期:2015-09-25
2
針對台灣兩大拍賣市場、奇摩拍賣以及露天拍賣的使用者進行調查。

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331
003,007
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C.2 聯絡日期:2015-10-01
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1.國立中興大學科技管理研究所
1.Institute of Technology Management, National Chung Hsing University
1
C.7 資料公開日期:2016-08-01
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1.線上拍賣
2.科技接受模型(TAM model)
3.詐欺控制
4.購買意圖
5.社會影響
1.Online Auction Market
2.TAM
3.Fraud Control
4.Purchase Intention
5.Social Influence
 近年來網路普及與網路拍賣低營運成本、低進入障礙的特性,使得有越來越多的人使用網路拍賣來進行交易,其中僅有少數線上拍賣賣家獲利。因此,瞭解線上買 家的購買與再購行為,有助於賣家找出潛在的回流顧客,進而降低成本、增加營收,缺乏信任則是線上交易的另一項阻礙因素。因此,了解在線上拍賣中如何建立信 任是一個重要議題,在這個研究中,我們主要討論線上拍賣的購買意圖,過去的研究裡有不同的觀點來討論購買意圖,但卻很少討論到詐欺以及社會影響,同時在這 個研究中,我們藉由科技接受模式(TAM)、社會影響、詐欺控制、來討論這些變數是否會影響線上拍賣的再購買意圖。 本研究以奇摩拍賣使用者為主要研究對象,結果也意味著,在網路上的拍賣者需採取差異化略策略來取得網路拍賣市場的購買意圖。

Recent year, popularity of the internet and characteristics of low operating cost, low entry barriers, there has been more and more internet users using online auction for their transactions. But only few of online auction sellers are making a profit. Therefore, understanding the purchase and repurchase behaviors of online buyers can help sellers to identify potential customers’ retention, hence, reducing costs and increase revenues. Lack of trust is identified as one of the barriers inhibiting online transactions. Thus, it is essential to understand how trust is created in online auction context. In this study, we will focus on purchasing intention of online auction market. Many previous researches have been discussed about repurchase intention in different aspects, but very few of them use fraud control and social influence. At the same time, we are going to use Technology Acceptance Model (TAM) and antecedents as social influences, fraud control, to see whether these variables have impact on online auction purchase market or not. Data collected from users in Yahoo online auction marketplace provide support for the proposed model. Test results can assist online auction providers and developers to have awareness in maintaining customer relationships with implications further discussed in this research.

D.16 完成檢誤日期:2015-10-13
D.17 預定釋出日期:2016-08-01
D.18 初次釋出日期:2016-08-01
D.19_1 最新版釋出日期:2016-08-01
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10.6141/TW-SRDA-E10314-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E10314
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