Consumers' Intention to Shop in Online Auction Markets--The Impact of Institution-Based Trust

• Main Authors: Tsuey-Jiuan Shieh, 謝翠娟
• Other Authors: Yi-Wen Fan
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/33292360669348379892

博士 === 國立中央大學 === 資訊管理研究所 === 94 === Abstract Online Auction is proliferating and annual sales grow dramatically. However, due to the characteristic that both parties don’t meet face-to-face in transaction, trust becomes the main concern to convince potential customers to enter this market. This study presents an integrated model and contains main antecedents that may affect consumers’ trust in online auction sites. These mechanisms include rating system, comment system, instant messenger system, product information, Internet ATM, privacy policy, data security and purchase protection policy. Perceived Internet security Infrastructure is the moderator that may affect the relationship between these mechanisms of institution-based trust and trusting belief. Trusting belief is then examined to see if it helps to evoke the purchase intention in online auction markets. 1585 questionnaires were surveyed in Taiwan. 724 samples that have online auction experiences were adopted for data analysis. The research result shows that five antecedents, namely rating system, instant messenger system, privacy/security, purchase protection policy and Internet ATM, have significant impacts on trusting belief. Trusting belief will lead to purchase intention. Perceived Internet security infrastructure will affect the relationship between institution-based trust mechanisms and consumers’ trusting belief of online auction markets.