The Study on internet barter exchange behavior

• Main Authors: Yun-Ju Chen, 陳韻如
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/86955379198924204459

碩士 === 國立屏東商業技術學院 === 行銷與流通管理系(所) === 98 === Barter is a transaction mode since ancient times, and uses thing or expertise, service, technology as the exchange objects. So far, the economy has become worse and worse, and it makes people pay much attention to barter again in order to save money. This study is to build user behavior model of barter that based on the Individual Differences,Technology Acceptance Model and Transaction Cost Theory. This study builds the model and hypothesis according to literatures, and also collects 264 valid questionnaires from barter users. Structural Equation Modeling (SEM) is applied to test the model and research hypothesis. The results of research are as following: (1)The proposed model can be used to explain the behavior of barter; (2)Perceived ease of use has positive influence on perceived usefulness and attitude, and attitude has positive influence on intention, but perceived usefulness has not positive influence on attitude; (3) Asset specificity has positive influence on perceived usefulness, but uncertainty has not positive influence on perceived usefulness; (4) Computer self-efficacy, perceived playfulness and knowledge of search domain have positive influence on perceived ease of use respectively. Managerial implications and additional researchers are presented in final session.