線上拍賣忠誠意圖之探討— 從科技接受模式、信任和公平觀點

Understanding Online Auction Loyalty Intentions: Contributions from TAM, Trust, and Justice Perspectives

邱俊融(Chun-jung Chiu)

指導教授 ： 邱兆民

國立中央大學/管理學院/資訊管理學系/碩士(2007年)

摘要

近年來伴隨著網際網路的快速發展，提供了電子商務發展的基礎，使得網路已成為僅次於傳統實體通路外的最重要銷售管道。其中線上拍賣的快速成長格外引人注意，其隱藏龐大的市場潛能，未來勢必成為消費者購物的重要管道。因此，對於線上拍賣網站業者及線上拍賣賣家而言，了解線上拍賣買家再次購買意圖的影響因素就變的格外重要。

本研究結合科技接受模式、信任理論，提出一個整合性的解釋模型來探討認知有用性(perceived usefulness)、認知易用性(perceived ease of use)和信任(trust)對於線上拍賣買家忠誠意圖(loyalty intention)之影響，並進一步結合過去常應用在組織行為領域的公平理論，探究分配公平(distributive justice)、程序公平(procedural justice)和互動公平(interactional justice)對於線上拍賣信任建立產生的影響。本研究透過網路問卷收集有線上拍賣經驗的樣本資料，並使用LISREL來進行SEM 分析，以檢驗本研究模型和相關假說。

本研究結果發現認知有用性、認知易用性和信任對於線上拍賣買家的忠誠意圖有顯著且正向的影響，而分配公平、程序公平和互動公平為信任建立的重要因素。本篇研究在學術上的貢獻為首次將公平理論運用在線上拍賣領域，可以作為日後探討網路使用者行為研究的依據。在管理上的貢獻為提供給線上拍賣網站業者及線上拍賣賣家未來經營的一個思考架構，可透過本研究模型來找出可以強化買家忠誠意圖的地方。

關鍵字

公平 ； 信任 ； 科技接受模式 ； 電子商務 ； 線上拍賣 ； 忠誠意圖

並列摘要

The development of Internet in recent years has facilitated the rapid growth of e-commerce and makes Internet become the most important sales channel. Because of the rapid growth of the online auction market, the online auction market will become one of the most important shopping channels despite traditional channels. Therefore, to understand the loyalty intentions of online auction buyers becomes more and more important for online auction marketplace providers and online auction sellers.

The research extended the technology acceptance model (TAM) by introducing justice perceptions and trust into a theoretical model for studying buyer''s loyalty intentions in the context of online auction. The research model was tested with data collected from 310 buyers in Yahoo! Kimo''s online auction marketplace in Taiwan. The study shows that perceived usefulness, perceived ease of use, and trust are significant positive predictors of buyers'' loyalty intentions toward online auction. The study also provides evidence that online trust is built through buyers'' perceptions of distributive justice, procedural justice, and interactional justice. Implications for theory and practice and suggestions for future research are discussed.

並列關鍵字

justice ； TAM ； trust ； online auction ； e-commerce ； loyalty intention

參考文獻

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