Understanding the Effect of Feedback Mechanism on Online Auction Purchase Intention –From Trust and Perceived Risk Viewpoint

• Main Authors: Ke-Hsin Chang, 張可欣
• Other Authors: 陳鴻基
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/35942720882860683448

碩士 === 國立臺灣大學 === 商學研究所 === 101 === Although the Internet and e-Commerce are becoming more and more available to all, there are still some risks that hold back consumers. These risks are proved to be the main obstacle towards online transaction. In other words, the two primary antecedents that affect purchase intention are Perceived Risk and Trust. Although there were many researches about perceived risk and trust, the impact of feedback mechanism is seldom discussed. The feedback mechanism is considered to be a valuable reference when it comes to online shopping. This study attempts to use information quality and system quality as the measurements of feedback mechanism, and discusses the relationship between these qualities and perceived risks. Details on the impact of various perceived risk types are discussed. We also induce the causal relationship between the perceived risk and intention. To test hypothesis, this study targets at people who have used online auction (Yahoo! Online Auction or Taobao) before and conducts questionnaire survey study. The SPSS AMOS 18 is applied for data analysis. 170 of effective samples are collected. The results of factor analysis indicate there are three perceived risk dimensions including financial risk, time and quality risk, and return risk. The results of SEM analysis indicate that feedback mechanism has positive effect on trust in sellers and negative effect on perceived risks; trust in sellers is positively correlated to purchase intention and negatively correlated to perceived risk; perceived risk has negative effect on purchase intention. This study also divides these samples into two groups (Yahoo vs. Taobao) and data was analyzed respectively. The results indicate that with different feedback mechanism, platform Yahoo tends to affect purchase intention through trust, while Taobao inclined to influence purchase intention with perceived risks.