線上市集買方認知公平的前置因素與其對信任和再購意願之影響

Buyers’ Perceived Justice in Online Markets: Its Antecedents and Effects on Trust and Repurchase Intention

邱順波(Shun-po Chiu)

指導教授 ： 周惠文

國立中央大學/管理學院/資訊管理學系/博士(2011年)

摘要

顧客的再購意願是企業成功的關鍵，但是對於線上市集的賣家而言，卻是一項相當大的挑戰。缺乏信任是線上交易的一項非常大的阻礙因素。因此，了解在線上市集中如何建立信任是一個非常重要議題。雖然，近年來有關信任的一些研究，指出認知公平對於信任有重大的影響。但是，對於探討在線上市集中影響認知公平的前置因素的研究卻非常之少。有鑑於此，本研究提出了一組認知公平的前置因素，並探討這些前置因素對信任和再購意願之影響。研究結果能讓線上市集中的賣家，對於如何提昇交易的公平有更深刻的理解。
本研究採用問卷調查法，收集Yahoo! 奇摩拍賣中424位買家的資料，並使用結構方程模式來進行分析。研究結果顯示，認知公平的三個維度(分配公平、程序公平、互動公平)對於信任有正向的影響，而信任對於再購意願有正向影響。相較於程序公平對於信任的影響，分配公平和互動公平對於信任的影響較大。另外，在認知公平的前置因素部份，商品品質和送貨績效對於分配公平有正向的影響，其中商品品質的影響較大；資訊品質和溝通管道對於程序公平有正向的影響，其中資訊品質的影響較大；回應性對於互動公平有正向的影響。最後，依據本研究的研究結果除了提供討論意見外，並提供學術及實務上的建議。

關鍵字

線上市集 ； 互動公平 ； 程序公平 ； 分配公平 ； 信任 ； 再購意願 ； 認知公平

並列摘要

The success of a business largely depends upon customers’ intentions to continue to purchase, but this can be a challenge for vendors in online markets. Lack of trust is identified as one of the greatest barriers inhibiting online transactions. Thus, it is essential to understand how trust is created in online markets context. Further, recent studies on trust suggest that the justice dimensions have effects on trust. However, the antecedents of justice has received deficient attention in online markets context. Therefore, this study proposes a model which identifies an initial set of justice antecedents and evaluates the effect of perceived justice on trust and the intention to repurchase in online markets. It is expected to provide richer insight into what sellers can do to promote justice in online markets.
This study employs a survey method to examine the perceptions of buyers in online markets. The theoretical model is tested by using structural equation modeling on a dataset of 424 buyers in Yahoo! Kimo online auction market. The results demonstrate that three dimensions of justice (distributive, procedural, and interactional) are positively and significantly related to trust, which in turn, affects buyers’ intention to repurchase. Moreover, among of the three dimensions of justice judgments, distributive and interactional justice are relatively more important than procedural justice in influencing buyers’ trust in sellers. In terms of the antecedents of justice, this study provides evidence that, while both product quality and delivery performance are significantly related to distributive justice, product quality has a much stronger impact. While both the information quality and contact channel are important antecedents of procedural justice, information quality has a stronger effect. This study also finds that responsiveness is important in enhancing buyers’ judgments of interactional justice. The findings of this study provide academics and practitioners with knowledge of how these factors can be manipulated to improve justice. The implications for theory and practice are discussed.

並列關鍵字

trust ； repurchase intention ； perceived justice ； distributive justice ； interactional justice ； online market ； procedural justice

參考文獻

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