| Summary: | 碩士 === 東吳大學 === 心理學系 === 99 === The main purpose of the study was to examine the effect of reputation of online auction seller and type of payment on initial trust. According to the theories of persuasion, researcher considered moderating effect of impulsive buying tendency on the relationship between initial trust and buying intention. 179 undergraduate and graduate students were randomly assigned to four different experimental conditions classified by reputation of online auction seller, which is high or low and type of payment( paying on delivery or transferring by ATM ). Research also measured impulsive buying tendency of participants and used buying intention as depend variable.
Results summarized below: (1) Reputation of online auction seller had main effect on initial trust. (2) Type of payment also had main effect on initial trust. There was no interacting effect between reputation of online auction seller and type of payment on initial trust, however, there was the interacting effect on buying intention. Furthermore, there had no moderating effect of impulsive buying tendency on the relationship between initial trust and buying intention, so researcher inferred that the product we auction was utilitarian product, which may be a main reason why impulsive buying tendency had no effect on buying intention.
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