- 期刊
二手教科書網路交易平台之資訊不對稱研究－以弘光科技大學學生為例
A Study of the Information Asymmetry on the Internet Second-hand Textbook Transaction Platform–The Example of Hungkuang University Students
摘要
近幾年來大學聯考錄取率的提高，致使進入大學就讀的門檻相對降低，一併打破傳統進入大學具有社會科層限制之說法，本研究目的在於探討，技職體系科技大學日間部在學學生修習各學科時，在網路購買二手教科書的動機與態度，以及使用網路交易平台之購書行為是否衍生資訊不對稱現象。在運用調查研究法後，針對日間部在學生購買二手教科書之行為分析發現：雖然實際利用網路交易平台購買二手教科書之比例不高，但超過八成三的學生受訪者曾進入過交易平台瀏覽，其中超過六成確實考慮過購買；想在網路交易平台購買二手書之主要動機為價格因素，不想購買之主要原因為品質因素；受訪者中約有二成曾經有購買二手教科書之經驗，此類學生認為所購得二手教科書之品質與價格產生過大落差，成為最不滿意之網路交易項目。研究者亦認為，二手書交易平台比其他網路購物平台更欠缺完善交易制度與規範，其中產生之資訊不對稱現象相當顯著，若不加以重視，後續將衍生更嚴重的檸檬市場現象，使二手教科書之網路商務推廣更加窒礙難行。
並列摘要
In recent years, the acceptance rate of entrancing colleges has been enhanced, it is easier to study in colleges and it breaks the concept that entrancing colleges has the limitation of social class. The purpose of this research is to investigate the motivation and attitude of students using second-hand textbooks, and also explore whether it causes the information asymmetry when students purchase textbooks via the internet transaction platform. In this survey study, we find: Although, the rate of buying second-hand books through internet isn't high, 83% students have the experience of entering the transaction platform, 60% students thought about buying the books. The main motivation of they wanting to trade is ＂price＂, this factor means that students through the platform purchases second-hand books is cheaper. Around in the students, 20% of them once had experience of purchasing the second-hand textbook. This kind of students think buying second-hand textbook is better once it produced to fall to differ greatly, which becomes the most dissatisfied bargain item in network. This research also thinks that the second-hand book transaction platform lacking more perfect bargain system and standard compared with other on-line shopping platforms, and the information asymmetry the phenomenon is rather notable, if we don't take into value, it will make the E-commerce of second-hand textbook promote more difficult.