拍賣網站信用評價機制之可信度研究

A Study on Feedback Mechanism Trustworthiness in Online Auction Market

范益綜(Yi Zon Fan)

指導教授 ： 李婷

元智大學/資訊學院/資訊管理學系/碩士(2009年)

摘要

本研究利用問卷調查，收集網路拍賣中買家與賣家在不同的評價機制下的評價反應資料，並利用資料判斷出某些如「報復性評價」的非理性評價反應，並以McNemar檢定法分析這些非理性評價反應，是否因為評價機制的不同而有不同程度的非理性評價反應。結果發現，不同的評價機制確實會導致不同程度的非理性評價反應。本研究認為網路拍賣中的評價並非單純只是網路交易上信任的建立，它更?雜了其他的因素，由於評價可能因為評價機制的不同而有不同內涵，不僅可以彌補許多評價與信任間關係的研究，更可做為網路拍賣網站經營者在評價機制的政策或措施實行上的參考。

關鍵字

網路拍賣 ； 評價 ； 評價機制 ； 報復性評價

並列摘要

In this study, we adotped survey methodology to collect online auction buyers and sellers’ different feedback reaction in different feedback mechanisms to determine certain non-rational feedback reactions such as “retaliatory feedback”. McNemar test is used to testify if different feedback mechanism induces different degrees of non-rational feedback reaction. According to the analysis, it is found that different feedback mechanisms indeed lead to different degrees of non-rational feedback reaction. Results showed that feedback mechanism of online auction is not only establishing trust in the Internet, but also inducing a mix of other factors. As a result of different feedback mechanisms having different connotations, this study provides implications to academic research in feedback mechanism and trust, as well as practical implications to online auction site operators for implementing their feedback policies.

並列關鍵字

online auction ； feedback ； feedback mechanism ； retaliatory feedback

參考文獻

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