過去文獻對於論壇二手交易板在缺乏安全機制,且高度資訊不對稱的情況下,仍然交易熱絡的現象較少實證研究。因此本研究利用Lewicki and Bunker(1996)的信任理論,配合知覺風險理論探討使用者的交易因素,並以長、短期信任進行區分,釐清信任與知覺風險之間的因果關係,藉此瞭解使用者的交易行為。本研究以Andaudio論壇二手交易板的使用者為對象,在該網站上逐日蒐集使用者名單並分別寄發問卷,共蒐集到503份有效樣本進行分析。研究結果發現基於知識的信任是影響購買意願的主要原因,且對論壇新手而言,知覺風險是比信任更重要的影響因素。另外,當買家感受到社會風險時,較不會僅憑購買時的利弊得失去判斷對方是否可信,而當買家對賣家有足夠瞭解時,買家所感受到的社會風險、財務風險、效能風險也會降低。研究結果除釐清信任與風險的因果關係以外,也驗證Rheingold(2002)對虛擬社群上名譽機制的論述。
There is lack of research on explaining why the trade action of second-hand forum are still active, even they lack of safety system and under the highly information asymmetry condition. The study employs Lewicki and Bunker’s trust theory, and coordinates with the perceive risk theory to explore users’ reason of purchases, then distinguishs long term and short term trust so as to clarify the causation between trust and risk perception. Subjects were the one who used the Andaudio second-hand forum, collecting the user’s ID day by day and sending out the survey separately, with a number of 503 valid sample sizes. The study shows the main reason affecting the purchasing intention was knowledge-based trust. Risk perception was more important than trust for the new forum comer. In addition, when buyers receive social risks, they will not calculate the advantages and disadvantages of that purchase alone to determine the seller’s credibility. Buyer’s perception of social risk, financial risk and performance risk will reduce if he has plenty understanding of the seller. The findings of this study not only verifies the causation between trust and risk perception, but also proves the reputation system in virtual community with Rheingold(2002)’s argument.