拍賣網站信用評價可信度之研究

藉由網際網路的即時性及便利性，再加上拍賣網站裡所涵蓋的商品種類繁多，新產品資訊流傳迅速，全天候24小時的購物便利，以及價格上的競爭力，使得網路購物成了一股不可抵擋的風潮。消費者可不受時間及地域的限制，在拍賣網站上競標購買所需的物品。早期的線上拍賣網站，經營者強調只提供網路使用者一個快速且有效率的交易平台，不涉入買賣雙方的交易過程中。因網路交易制度不成熟，導致伴隨而來的拍賣詐欺事件層出不窮。除了重視交易安全因素外，網拍市場的商機無限，網站經營者開始重視拍賣交易安全的完善條例與預防措施，讓消費者能放心在拍賣網站交易，增加買家對拍賣網站的信任感。買、賣兩方的交易可以成功也需仰賴雙方的信任度。換言之，買家往往透過購物網站所提供之網頁資訊、服務品質與網站信用評價等主要因素來決定產品的消費行為。本研究主要探討以上三種影響因素對於網站交易及服務信任度之影響程度的分析。本研究方式是採用網路與紙本兩種問卷調查，並針對回收後的204份有效問卷進行分析探討，採敘述性統計分析、因素分析、信度分析、卡方檢定、單因子變異數分析及複迴歸分析等統計方式進行資料分析。本論文的研究結果如下： 1.各人口變項對網路使用行為，呈現部份差異。 2.買家網路使用行為與「網頁服務品質」、「網頁資訊品質」、「交易信任度」、「服務信任度」及「網路評價」各研究構面因素，呈現無顯著差異。 3.購物網頁資訊與服務品質以及網路評價對交易信任度有顯著效應存在。 4.購物網頁資訊與服務品質以及網路評價對服務信任度有顯著效應存在。

關鍵字

網路拍賣；信用評價；服務品質；拍賣網站；信任度

並列摘要

With the immediacy and convenience of the Internet, the auction site where provided a wide range of new products, the rapid spread of information, 24 hours shopping convenience, and price competitiveness, is an irresistible wave of the online shopping. Consumers may not be time and geographical constraints and bid at the auction site to buy the necessary items. The operators of internet stressed that the early auction site just only supplied a fast and efficient trading platform for internet users, but buyers and sellers are not involved in the transaction process. Owing to the immaturity of internet trading system, leads to the concomitant growing incidence of auction fraud. The online auction market starts to improve the safety of auction trading regulations and prevention, so that consumers can assure that the auction site transactions, increase buyer trust on the auction site. Both buyers and sellers have successful transactions can be depended on the both trust. In other words, buyers shoped through the Web site information provided, service quality and site factors such as credit evaluation to determine the products of consumer behavior. In this study, we focused on these three factors for the website of the trust transactions and services impact analysis. This research utilized both questionnaires online and paper survey for data collection, and had 204 valid questionnaires for the data analysis. The descriptive statistical analysis, factor analysis, reliability analysis, chi-square test, ANOVA analysis, multiple regression analysis and other statistical methods are used for the data analysis. Several findings of this paper are as follows: 1. The demographics of the internet activity, showed some differences. 2. Buyer internet behavior and all of the structure facors showed no significant difference. 3. Shopping website information and service quality as well as evaluation of network have significant effects on trust transaction. 4. Shopping website information and services, and evaluation of service network quality and trust have significant effect.