A study of trust and risk perception on second hand trading in virtual community

• Main Authors: Yu-Po Wang, 王裕博
• Other Authors: 曾淑芬
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/56707974312686482968

碩士 === 元智大學 === 資訊社會學研究所 === 97 === There is lack of research on explaining why the trade action of second-hand forum are still active, even they lack of safety system and under the highly information asymmetry condition. The study employs Lewicki and Bunker’s trust theory, and coordinates with the perceive risk theory to explore users’ reason of purchases, then distinguishs long term and short term trust so as to clarify the causation between trust and risk perception. Subjects were the one who used the Andaudio second-hand forum, collecting the user’s ID day by day and sending out the survey separately, with a number of 503 valid sample sizes. The study shows the main reason affecting the purchasing intention was knowledge-based trust. Risk perception was more important than trust for the new forum comer. In addition, when buyers receive social risks, they will not calculate the advantages and disadvantages of that purchase alone to determine the seller’s credibility. Buyer’s perception of social risk, financial risk and performance risk will reduce if he has plenty understanding of the seller. The findings of this study not only verifies the causation between trust and risk perception, but also proves the reputation system in virtual community with Rheingold(2002)’s argument.