The effects of seller's feedback comments on buyer's perceived risk and purchase intention in E-auctions:using Yahoo! auction as an example

• Main Author: 彭思柔
• Other Authors: 郭貞
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/40520794119300621723

碩士 === 國立政治大學 === 國際傳播英語碩士學程(IMICS) === 97 === Many consumers often hesitate to buy product on-line because of the perceived risk of losing money and the feeling of uncertainty about the credibility of the sellers. Therefore, many auction sites have built feedback systems in order to provide consumers a tool of reference when engaging in online shopping activities. This study conducts an experiment in order to investigate how feedback comments may influence consumers’ level of perceived risk and their purchase intention. The research mainly focuses on two different patterns of feedback comments (Outstanding comments and abysmal comments) in an online auction market, to see if these comments affect consumers’ level of perceived risk and their purchase intention. The research subjects are college and graduate school students who have previous online shopping experiences. In total, this study collects 126 validated samples. According to the research results, there are three main conclusions: 1. Seller’s outstanding feedback comments will decrease buyer’s perceived risk in online shopping; on the contrary, seller’s abysmal feedback comments will increase buyer’s perceived risk. 2. If the buyer has lower perceived risk, the purchase intention will be higher. 3. Seller’ feedback comments will influence buyer’s purchase intention.