進階搜尋


 
系統識別號 U0026-0812200911551242
論文名稱(中文) 線上拍賣之消費者信任與隱私關注
論文名稱(英文) Consumers’ trust and privacy concerns in the online auction
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 94
學期 2
出版年 95
研究生(中文) 吳彥寬
研究生(英文) Yen-Kuan Wu
學號 r9693402
學位類別 碩士
語文別 中文
論文頁數 104頁
口試委員 指導教授-陳正忠
口試委員-洪新原
口試委員-呂錦山
中文關鍵字 網站品質  線上拍賣、信任、隱私關注  品牌權益  自我構念 
英文關鍵字 privacy concern  trust  online auction  self-construal 
學科別分類
中文摘要   網際網路的興起不但使網路使用人口急速上升,更帶來許多新商機,近年來「線上拍賣」逐漸形成一種新的消費模式。本研究所探討的主題,旨在透過拍賣網站為交易平台來探討影響線上消費者對於網站信任程度的因素及隱私關注與信任間的關係,以提供業者一個參考方向。
  本研究根據文獻回顧,以獨立性自我構念、互賴性自我構念和使用與滿足理論為外生變數;網站品質、品牌權益、信任和隱私關注為內生變數,來建立研究模型,並以網路問卷調查進行樣本收集,最後以線性結構方程模式(SEM)分析模型中各變數的關係。而主要的研究結果整理如下:
一、在影響線上消費者對拍賣網站的信任程度方面:
  線上消費者的自我構念對其信任拍賣網站的程度沒有影響。而對該拍賣網站滿足程度較高的消費者會主動使用該網站為交易平台並認知到較高的網站品質與品牌權益。再者,一個有品質的網站能給予消費者一個較佳的經驗,使其產生信任感。另外,營造和維持一個好的品牌形象進而使消費者產生品牌聯想而認知到較高的網站品質,能間接地提高對網站的信任程度。
二、在影響線上消費者隱私關注程度方面:
  在線上拍賣時,較具有互賴性自我構念的消費者對自己的隱私關注程度較低;反之較具獨立性自我構念的線上消費者對自己的隱私關注程度則較高。
三、在線上消費者信任程度與隱私關注方面:
  線上消費者對網站的信任程度與其自身隱私關注成負向關係。即消費者對拍賣網站的信任程度越高,則其對於自私隱私關注就越低,表示建立信任可解決其對隱私的關注。




英文摘要   As Electronic Commerce has expanded from business-to-consumer to consumer-to-consumer. The role of online auction has going more attentions then ever. The purpose of this study investigate the factors influence online consumers’ trust, privacy concerns, and the relationship between the two, when conducting auction online.
  Becaused of the widely resended topic of trust, this study used theories from intercultural studies, communication, marketing, and information systems. The variables included from the above fields- independent self-construal, interdependent self-construal, uses and gratification theory, website quality and brand equity are predicted to influence the mediating variable, trust, which in return influence privacy concerns. Moreover, this study uses online questionnaire to collect samples. Finally, this study analyzes the relationships between variables of this model by using structural equation modeling. The research provides three main outcomes:
1. The factors influencing online consumers’ trust level:
  Self-construals of online consumers have no obvious influence on trust in online auction. Consumers who have more satisfaction in the website will use it to trade actively, and they will recognize the better website quality and brand equity. Moreover, websites in good quality can bring good experiences to consumers, and consumers can trust these. Furthermore, constructing and maintaining a good brand image can make consumers associate with the brand and recognize the better website quality. It can make consumers increase the trust in websites.
2. The factors influencing online consumers’ privacy concerns:
  In online auction, the consumers who have more interdependent self-construal will not pay attention in their privacy. However, the online consumers who have more independent self-construal will regard their privacy.
3. The relationship between trust and privacy concern:
  Online consumers consider that trust for website and self privacy concerns are negative relationship. This outcome explains that consumers who have better trust in the auction website will not pay much attention to privacy. It shows that constructing trust will lessen the attention to consumers’ privacy concern.




論文目次 中文摘要 I
Abstract II
目錄 V
表目錄 VII
圖目錄 IX
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究範圍 4
1.4 研究流程 4
第二章 文獻回顧 6
2.1 信任 6
2.1.1 信任的本質 6
2.1.2 信任的定義與類型 7
2.1.3 信任的來源 12
2.2 隱私關注 14
2.2.1 資訊隱私權 14
2.2.2 隱私關注與電子商務的關係 15
2.3 自我構念 16
2.4 使用與滿足理論 19
2.5 網站品質 22
2.6 品牌權益 23
2.6.1 品牌的定義 23
2.6.2 品牌權益的定義 23
2.6.3 品牌權益的構面 26
2.6.4 品牌權益與信任之關係 27
第三章 研究方法 29
3.1 研究模型與假設 29
3.2 操作型定義 31
3.2.1 信任(Trust)之操作型定義與衡量問項 31
3.2.2 隱私關注(Privacy concern)之操作型定義與衡量問項 32
3.2.3 自我構念(Self-Construal)之操作型定義與衡量問項 35
3.2.4 使用與滿足理論(U&G)之操作型定義與衡量問項 35
3.2.5 網站品質(Website Quality)之操作型定義與衡量問項 36
3.2.6 品牌權益(Brand Equity)之操作型定義與衡量問項 37
3.3 研究設計 39
3.3.1 問卷設計 39
3.3.2 抽樣設計 43
3.3.3 資料收集方法 44
3.4 統計分析方法與應用 45
3.4.1 資料分析流程 45
3.4.2 敘述性統計分析 46
3.4.3 信效度分析 46
3.4.4 驗證性因素分析 47
3.4.5 結構方程模式 48
第四章 資料結果分析 49
4.1 基本資料與各變數之敘述性統計分析 49
4.2 信效度分析 58
4.3 驗證性因素分析 65
4.4 結構方程模式 71
第五章 結論與建議 82
5.1 結論 82
5.2 研究限制 87
5.3 未來研究方向 88
參考文獻 90
中文部分 90
英文部分 90
附錄 97
問卷內容 97

參考文獻 中文部分
邱皓政(民89)。量化研究與統計分析:SPSS中文視窗版資料分析範例解析(初版)。台北市:五南。
吳萬益、林清河(民90)。企業研究方法(初版)。台北市:華泰。
陳順宇(民93)。多變量分析(三版)。
創市際市場研究顧問公司(民92)。ARO網路量測研究。台北市。
陳樺誼、周樹林(民94)。產業焦點評論-台灣網拍市場規模破300億元。台北市:資策會。
電子商務研究所(民94)。我國網際網路用戶數調查。台北市:資策會。
陳樺誼、周樹林(民94)。2005台灣網路使用者行為分析。台北市:資策會。
陳樺誼、林于勝、周樹林(民94)。2005台灣網友消費與市場前瞻。台北市:資策會。
英文部分
Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
Aaker, D. A. (1992). The value of brand equity. Journal of Business Strategy, 13, 4, 27-32.
Aladwani, A.M. & Palvia, P.C. (2002). Developing and validating an instrument for measuring user-perceived web quality. Information and Management, 39, 467-476.
Altman, I. & Chemers, M. M. (1980). Culture and environment. Monterey, CA: Brooks/Cole Publishing.
Alwitt, Linda F., & Paul R. Prabhaker (1992). Functional and belief dimensions of attitudes to television. Journal of Advertising Research, 32(5), 30-42.
Akerlof, George, A. (1970). The market for lemons: Quality under uncertainty and the market mechanism. Quarterly Journal of Economics, 84, 488-500.
Anderson, E. & Weitz, B. (1990). Determinants of continuity in conventional channels. Marketing Science, 8, 310-23.
Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54, 42-58.
Barwise, P. (1993). Brand equity: Snark or boojum. International Journal of Research in Marketing, 10(1), 93-104.
Bearden, W.O., S. Sharma, and J. E. Teel (1982). Sample size effects on chi square and other statistics used in evaluating causal models. Journal of Marketing Research, 19,425-430.
Berthon, Pierre, Leyland F. Pitt, and Richard T. Watson (1996). The world wide web as an advertising medium: Toward an understanding of conversion efficiency. Journal of Advertising Research, 36 (1), 43-54.
Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising Research, 6-12.
Blumler, J. G. (1979). The role of theory in uses and gratifications studies. Communication Research, 6, 9-36.
Bowlby, J. (1973). Attachment and loss, Vol. 2: Separation. New York: Basic Books.
Brasco, T. C. (1988). How brand name are valued for acquisitions. In: L. Leuthesser Ed, MA: Marketing Science Institute, 88-104.
Brislin, R. W. (1980). Translation and content analysis of oral and written materials. In H. C. Triandis & J. W. Berry (Eds.), Handbook of cross-cultural psychology: Methodology (Vol. 2, pp. 389-444). Boston, MA: Allyn & Bacon.
Butler, J. K. J. (1991). Toward understanding and measuring conditions of trust: Evolution of a conditions of trust inventory. Journal of Management, 17, 643-663.
Carnevale, D. G. & Wechsler, B. (1992). Trust in the public sector. Administration & Society, 23(4), 471-494.
Charney, T. R., & Greengerg, B. S. (2002). Uses and gratifications of the Internet. In: Lin, C., Atkin, D.(eds.), Communication, technology and society: New media adoption and uses. Cresskill, NJ: Hampton Press.
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 68-81.
Culnan, M. J. & Armstrong, P. K. (1999). Information privacy concerns, procedural fairness, and impersonal trust: An empirical investigation. Organization Science, 10, 104-115.
Dayal, Sandeep, Helene Landesberg, & Michael Zeisser (1999). How to build trust online. MM (Fall), 64-69.
Doney, Patricia M., & Joseph P. Cannon (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61, 35-51.
Doney, P. M., Cannon, J. P., & Mullen, M. R. (1998). Understanding the influence of national culture on the development of trust. Academy of Management Review, 23, 601-620.
Dyer, J. H. & Chu, W. (2003). The role of trustworthiness in reducing transaction costs and improving performance: Empirical evidence from the United States, Japan, and Korea. Organization Science, 14(1), 57-68.
Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1, 24-33.
Farquhar, P. H. (1990). Managing brand equity. Journal of Marketing Research, 30, 4, 7-12.
Federal Trade Commission. (2000). Privacy online: Fair information practices in the electronic marketplace: A federal trade commission report to congress.
Fichman, M. (1997). A multilevel analysis of trust in inter-organizational customer-supplier ties. Paper presented at the annual meeting of the Academy of Management, Boston.
Foddy, W. H. & Finighhan, W. R. (1991). The concept of privacy from a symbolic interaction perspective. Journal for the Theory of Social Behavior, 10, 1-7.
Fukuyama, F. (1995). Trust: The social virtues and the creation of prosperity. New York: Macmillan.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58, 1-19.
Gefen, D., & Silver, M. (1999). Lessons learned from the successful adoption of an ERP system. Proceedings of the Proceedings of the 5th International Conference of the Decision Science Institute, Athens, Greece, 1054-1057.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega 28, 725-737.
Gefen, D. (2000). Customer loyalty in e-commerce. Journal of the Association for Information Systems, 3, 27-51.
Gefen, D., Karahanna, E., & Straub, D.W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27, 51-90.
Granovetter, M. S. (1985). Economic action and social structure. American Journal of Sociology, 91, 481-510.
Gudykunst, W. B., Matsumoto, Y., Ting-Toomey, S., Nishida, T., Kim, K., & Heyman, S. (1996). The influence of cultural individualism-collectivism, self-construals, and individual values on communication styles across cultures. Human Communication Research, 22, 510-543.
Gulati, R. (1995). Does familiarity breed trust? The implications of Repeated ties for contractual choice in alliances. Academy of Management Journal, 38, 85-112.
Harris, P. R. & Moran, R. T. (1987). Managing cultural difference: Leadership strategies for a new world of business. Gulf Professional Publishing.
Hart, P., & Saunders, C. (1997). Power and trust: critical factors in the adoption and use of electronic data interchange. Organizational Science, 8, 23-42.
Hoffman, D. L., Novak, T.P., & Peralta, T. (1999). Building consumer trust online. Communications of the ACM, 42, 80-85.
Hofstede, G. (1980). Culture’s consequences: international differences in work-related values. Newbury Park, CA: Sage.
Hosmer, L. T. (1995). Trust: the connecting link between organizational theory and philosophical ethics. Academy of Management Review, 20, 379-403.
Hoyle, R. H., (1995). Structural equation modeling: concepts, issues and applications. Newbury Park: Sage Publications.
Huberman, B. A., Franklin, M. T., & Hogg, Tad (1999). Enhancing privacy and trust in electronic communities. Proceedings of the ACM Conference on Electronic Commerce, Nov. 3-5, Denver, Colorado.
Huff, L. C. & Kelley, L. (1999). Trust formation in collectivist and individualist societies. Available: http://www.marketing.byu.edu/htmlpages/ccrs/proceedings99/huff.htm
Jarvenpaa, S. L., & Tractinsky, N. (1999). Consumer trust in an Internet store: a cross-cultural validation. Journal of Computer Mediated Communication, 5, 1-35.
Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an Internet store. Information Technology and Management, 1, 45-71.
Kamakura, W. A. & Gary J. Russell (1993). Measuring brand value with scanner data. International Journal of Research in Marketing, 10 (March), 9-22.
Katz, Elihu, Jay G. Blumler, & Michael Gurevitch(1974). Utilization of mass communication by the individual, The Uses of Mass Communications: Current Perspectives on Gratifications Research, Jay G., Blumler and Elihu Katz, eds., Beverly Hills: Sage, 19-32.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Kim, D. J. & Ferrin, D. L. (2003). Antecedents of consumer trust in B-to-C Electronic Commerce. Proceedings of the Ninth Americans Conference on Information Systems, 157-167.
Kim, M. S., Hunter, J. E., Miyahara, A., Horvath, A., Bresnahan, M. & Yoon, H.J. (1996). Individual- vs. culture-level dimensions of individualism and collectivism: Effects on preferred conversational styles. Communication Monographs, 63, 28-49.
Kini, A., & J. Choobineh, (1998). Trust in electronic commerce: Definition and theoretical considerations. Thirty-First Annual Hawaii International Conference on System Sciences, 4, 51-61.
Ko, H., Cho, Chang-Hoan, & Roberts M. (2005). Internet uses and gratifications: A structural equation model of interactive advertising. Journal of Advertsing, 34(2), 57-70.
Korsgaard, M. A., Schweiger, D. M., & Sapienza, H. J. (1995). Building commitment, attachment, and trust in strategic decision-making teams: the role of procedural justice. Academy of Management Journal, 38, 60-84.
Kumar, N. (1996). The power of trust in manufacturer-retailer relationships. Harvard Business Review, 74, 93-106.
Lewicki, R. J., & Bunker, B. B. (1995). Trust in relationships: a model of development and decline. In B. B. Bunker & J. Z. Rubin (Eds.) Conflict, Cooperation and Justice, San Francisco: Jossey-Bass.
Lindskold, S. (1978). Trust development, the GRIT proposal and the effects of conciliatory acts on conflict and cooperation, Psychological Bulletin, 85, 772-93.
Liu, C., & Arnett, K. P. (2002). An examination of privacy policies in fortune 500 web sites. Mid - American Journal of Business, 17, 13-21.
Loiacono, E. T. & Lin, H. (2003). Website quality: A cross-cultural comparison of united states and china business customers. Proceedings of the Ninth Americans Conference on Information Systems, 1156-1160.
Luo, Xueming (2002). Trust production and privacy concerns on the Internet: A framework based on relationship marketing and social exchange theory, Industrial Marketing Management, 31, 111-118.
Maiti, S. S. & B. N. Mukherjee (1990). A Note on Distributional Properties of Jöreskog and Sörbom Fit Indices, Psychometrika, 55 (December), 721-726.
Marisako, (1992). Price, Quality and Trust. Cambridge university press, 37-40.
Markus, H. R., & Kitayama, S. (1991). Culture and self: Implication for cognition, emotion and motivation. Psychological Review, 98, 224-253.
Mason, R. O. (1986). Four ethical issues of the information age, MIS Quarterly, 10, 5-12.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integration model of organizational trust. Academy of Management Review, 20, 709-734.
Mayer, R. C., & Davis, J. H. (1999). The effect of the performance appraisal system on trust in management: A field quasi-experiment. Journal of Applied Psychology, 84, 123-136.
McAllister, D. J. (1995). Affect- and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of Management Journal, 38, 24-59.
McKnight, D. H., Cummings, L. L., & Chervany, N. L. (1998). Initial trust formation in new organizational relationships. Academy of Management Review, 23, 472-490.
McKnight, D. H., Choudury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13, 334-359.
Milgrom, P. & Roberts J. (1992). Economics, Organization and Management. Prentice Hall, NJ: Englewood Cliffs.
Millian, Ronald, E., & Douglas Fugate, (1988). Using trust transference as a persuasion technique: An empirical field investigation. Journal of Personal Selling and Sales Management, 8, 1-7.
Milne, G. R., and Culnan, M. J. (2002). Using the content of online privacy notices to inform public policy: A longitudinal analysis of the 1998-2001 US web surveys. Information Society, 18, 345.
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in marketing relationships. Journal of Marketing, 57(1), 81-101.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38.
North, D. C. (1990). Institutions, institutional change, and economic performance. New York: Cambridge University Press.
NUA Internet Surveys (2003). How Many Online. Available:www.nua.com/surveys/how_many_online/index.html
Nunnally, J. C. (1978). Psychometric theory. NY: McGraw-Hill.
Oetzel, J. G. (1998). Explaining individual communication processes in homogeneous and heterogeneous groups through individualism-collectivism and self-construal. Human Communication Research, 25, 202-224.
Park, H. S., & Levine, T. (1999). The theory of reasoned action and self-construal: Evidence from three cultures. Communication Monographs, 66, 199-218.
Pavlou, P. A., & Gefen, D. (2002). Building effective online auction marketplaces with institution-based trust. Proceedings of the 23rd International Conference on Information Systems, L. Applegate, R. Galliers, and J. I. DeGross(eds.), Barcelona, Spain, 667-675.
Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust, Information Systems Research, 15, 37-59.
Pfeffer, J. & Cialdini, R. B. (1998). Illusions of influence. In R. M. Kramer & M. A. Neale (Eds.), Power and Influence in Organizations, 1-20. Thousand Oaks, CA: Sage.
Privacy Protection Study Commission, (1977). Personal privacy in an information society: Report of the privacy protection study commission, U.S. Government Printing Office, Washington, D.C.
Ratnasingam, P. (2003). Inter-organizational trust in business-to-business: A case study in customs clearance. Internet of Global Information Management, 11(1), 1-19.
Rayburn, J. D.,(1996). Uses and Gratifications. An Intergrated Approach to Communcation Theory and Research. Michael B. Salwen and Don W. Stacks, eds., Mahwah,NJ: Lawrence Erlbaum Associates, 145-163.
Rotter, J. B. (1967). A new scale for the measurement of interpersonal trust. Journal of Personality, 35, 615-665.
Rousseau D. M., Sitkin S. B., Burt R. S., & Camerer C., (1998). Not so different after all: A cross-discipline view of trust. Academy of Management Review, 23, 393-404.
Rosengren, K. E.(1974). Uses and gratification: A paradigm outlined. In J. G. Blumler & E. Katz(Eds). The Uses of Mass Communications: Current.
Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass Communication and Society, 3(1), 3-37.
Shane, S. (1994). The effect of national culture on the choice between licensing and direct foreign investment, Strategic management Journal, 15, 627-642.
Sharma, S. 1996. Applied multivariate techniques. John Wiley & Sons, Inc.
Shocker, A. D. & Weitz, B. (1988). A perspective on brand equity principles and issues, Cambridge, MA: Marketing Science Institute, 88-104.
Singelis, T. M. (1994). Bridging the gap between culture and communication. In F. van de Vijver, P. Schmitz, & P. Boski (Eds.), Selected papers from the 12th international conference of the association for cross-cultural psychology (pp. 278-293). Lisse: Swets & Zeitlinger.
Smith, H. J., Milberg, S. J., & Burke, S. J. (1996). Information privacy: Measuring individuals’ concerns about organizational practices, MIS Quarterly, 20, 167-196.
Strub, Peter, J., & T. B. Priest, (1976). Two patterns of establishing trust: The marijuana user, Sociological Focus, 9, 399-411.
Tyler, T. R. (1990). Why people obey the law. New Haven, CT: Yale University Press.
Tyler, T. R. & Degoey, P. (1996). Trust in organizational authorities: The influence of motive attributions on willingness to accept decisions. In R. M. Kramer & T. R. Tyler (Eds.), Trust in organization: Frontiers of theory and research, Thousand Oaks, CA: Sage., 331-356.
Urban, Glen L., Fareena Sultan, & William J. Qualls (2000). Placing trust at the center of your Internet strategy. Sloan Management Review, 42, 39-48.
Wang H., Lee M. K., & Wang C. (1998). Consumer privacy concerns about Internet marketing. Communication of the ACM, 41, 63-70.
Warrington, Traci B., Nadia J. Abgrab, & Helen M. Caldwell (2000). Building trust to develop competitive advantage in e-business relationships. Competitiveness Review, 10(2), pp.160-168 108.
Wicks, A. C., Berman, S. L. & Jones, T. M. (1999). The structure of optimal trust: Moral and strategic implications. Academy of Management Review, 24, 99-116.
Williams, F., Rice, R. E., & Rogers, E. M.(1988). Research methods and the new Media. New York: Free Press.
Williamson, O. E. (1993). Calculativeness, trust and economic organization. Journal of Law and Economics, 30, 131-145.
Zucker, L. G. (1986). Production of trust: Institutional sources of economic structure. Research in Organizational Behavior, 8, 53-111.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2011-07-07起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2016-07-07起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw