A Preliminary Study of The Auctioneers’ Interpersonal Transaction Trust on the Consumer to Consumer Auction Websites- Based on the Perspective of Buyer in Taiwan.

• Main Authors: Pei-jiun Tsau, 曹佩君
• Other Authors: chau-sheng chang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/60863621271382918294

碩士 === 義守大學 === 資訊管理學系碩士班 === 93 === Most researches about the trust of electronic commerce, Concentrates on the trust between user and website domain.The reason why most scholars think that network consumer feel website mechanism receives the high praise, the website fulfills the transaction be able to enhance. By token of real diagnosis research result, support "the trust" is the consumer accepts the determining factor to the electronic commerce (Olson, J. S. & Olson, 2000; Suh & Han’s, 2003). However the Interpersonal transaction trust between on-line consumers actually have very little the scholar thoroughly to discuss. The auction between consumer and consumer, through the auction website competes by placing bid prices. Actually the auction website no interject is only a intermediary environment and platform (Chen Li-Feng，2000)。 From the on-line user analyze report by institute for information industry in 2004; on-line auction has become one of most popular active in the electronic commerce transaction. And most have on-line shopping experiences users taken on-line auction place to on-line shopping. Therefore, Our research use the two big auction websites: e-Bay Taiwan！and Yahoo！Kimo, to understand development and existence between the auctioneers’ interpersonal transaction trust on the network. On-line auctioneers’ interpersonal transaction trust can partition three stages: Trust extinict cues、trust production process and attribution of trust. Trust extinict cues included feedback score; list; likeability; seller’s expertise; contact record and transaction history. These variables will transmit trustor the external suggestion. The trust production process divides into the calculative process; prediction process; capability process; intentionality process and transference process. Attribution of trust included credibility and benevolence. Our research findings showed the triple of it have positive and signal effect. Especially most has to the influence is the capability procedure trust; Next for intention procedure and prediction procedure trust. In trust extinict variables and trust production process relationships, besides the feedback score and past transaction experience presented to the calculative process not reveals influence result, the trust extinict cues has positive and signal affect to trust production process. Our result finding that the feedback score and past transaction experience presented to the transference process have positive and signal effect, but finally no reveals influence result to the network hypothesized transaction tust. May deduce with recently the network transaction cheating event emerges one after another incessantly, give rise to many anxieties factor correlations to the interpersonal transaction trust feeling.