| Summary: | 碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 97 === E-commerce growth rapidly in recent years, with the fastest expansion of the Internet auction market, due to various characteristics of network environment, resulting in the auction through the Internet to sell goods, the cost is substantially reduced, therefore, Internet auction became a major market., consumers in the Internet auction would face thousands of virtual sellers, for the reason, evaluate the initial seller’s trust should thorough online trading evaluation mechanism, the online trading evaluation mechanism is the Internet auction platform for buyers and sellers to establish the history of transaction records, tracked buyers and sellers in the past experience of the transaction as well as the evaluation, the main purposes is through the evaluation mechanism of third-party to create reliability in order to reduce the buyers and sellers uncertainty in the virtual environment, in order to promote the success of the transaction.
At several major Internet auction sites have very high effectiveness, and the past studies have also confirmed that the relationship between the evaluation mechanism, trust and purchase intention would impact. However, under the observation of this study found that the proportion of single-from the evaluation reputation study of consumer trust and purchase intentions do not fully explain the impact on consumers, it hopes to auction more in line with the network variables in a situation, evaluate the effectiveness of these message variables will be the impact for consumers, a change in consumer choice of shopping?
This study is to investigate the influence of the seller’s reputation on the customer and the seller’s reputation can change the customer’s shopping decision. In order to find out the results, I try to establish a virtual page and a follow-up questionnaire for this research.
The main purposes of this research are: (1) categorize the seller’s reputation variable into 3 aspects, reputation ranking, negative reputation density and framing effect, to find out customer’s trust on different seller’s reputation situations; (2) to find out whether different variables on different situations will show its influence on perceived risk or not, and ,furthermore, to analyze the influence between perceived risk and trust; (3) to investigate the consumers in different situations of the seller reputation information to trust and perceived risk, how to influence consumer purchase intention; (4) Providers how to improve and develop the use of the reputation mechanism.
The major conclusions of the research are as follows: (1) in this study, the use of 3 reputation variable, the reputation ranking ratio and negative reputation density would influence customer’s purchase intention; (2) compared to the other variables, negative reputation density is the highest effective variable and the results showed negative reputation density would be a key variable on the seller’s reputation research, for the further founded that in specific situations, the negative reputation density will lead to trust and perceived risk on the impact of the past studies the opposite effect; (3) for the presentation of different messages will be delivered to different situations, consumers perceived risk of feeling; (4) the impact of the trust on the purchase intention, if the perceived risk through an intermediary, it will enhance the explaining ability to customer’s purchase intention.
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