從快速關係觀點探討C2C網路拍賣平台買家的回購意願

摘要伴隨著日新月異的網路科技，提供了現代人許多便捷的服務，任何的食、衣、住、行、育、樂商品、服務都能透過線上消費平台輕鬆獲取，而在這快速又多變的時代裡，線上消費平台已逐漸地取代了傳統的交易方式，線上購物儼然成為了現今不可或缺的消費模式。本研究旨在探討傳統線下關係之購買考量因素—商品評價、依賴程度與知覺價值作為衡量構面，欲了解其是否也會應用於線上交易市場中，並探討其構面間的中介效果。研究採滾雪球方式發放問卷，以在C2C拍賣平台消費之學生為主要研究對象，問卷發放有效份數為332份。問卷資料經描述性、驗證性因素分析、結構方程式模式等方法進行假設驗證。得結果如下：「依賴程度」在「關係和諧」、「知覺價值」與「互惠互惠」、「回購意願」以及「關係和諧」、「知覺價值」中間扮演了中介效果的角色；快速關係中的相互理解僅對依賴程度有正向的影響，而快速關係中的關係和諧對於依賴程度是沒有正向影響的，最後本研究根據研究結論提出具體建議，提供未來研究與有意經營C2C平台的業者參考。關鍵詞：快速關係、依賴程度、回購意願

關鍵字

快速關係；依賴程度；回購意願

並列摘要

Abstract With the ever-changing network technology, it provides many convenient services for modern people. Even food, clothing, housing, transportation, education, entertainment product and services can be easily obtained through online consumption platforms, and this is fast and changeable. In the era, online consumer platforms have gradually replaced traditional trading methods, and online shopping has become an indispensable consumption model. This study aims to explore the purchase considerations of traditional offline relationships - commodity evaluation, dependence and perceived value. As a measure of facet, it is necessary to understand whether it will also be applied to the online trading market and explore the mediating effect between its facets. The questionnaire was issued by the method of collecting snowballs, and the students who consumed in the C2C auction platform were the main research subjects. The valid number of questionnaires issued by the questionnaire was 332. The results of the hypothesis were verified by descriptive, confirmatory factor analysis and structural equation model. "Dependency" plays a mediating role in "relationship harmony", "perceived value" and "reciprocal favors", "repurchase intention" and "relationship harmony" and "perceived value"; mutual understanding in swift guanxi is only the degree of dependence has a positive impact, and the relationship harmony in the swift guanxi has no positive impact on the degree of dependence. Finally, this study proposes specific recommendations based on the research conclusions, providing future research and reference for operators interested in operating the C2C online market. Keywords：Swift guanxi、CPDS、Repurchase intention