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系統識別號 U0026-1102201110303400
論文名稱(中文) Relative Advantage: An Experimental Study of the Perceptions of Cost, Trust and Media Richness in Online Auctions
論文名稱(英文) Relative Advantage: An Experimental Study of the Perceptions of Cost, Trust and Media Richness in Online Auctions
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士班
系所名稱(英) Institute of International Management (IIMBA--Master)
學年度 99
學期 1
出版年 100
研究生(中文) 艾瑞克
研究生(英文) Matthew Eric Candler
學號 RC695751
學位類別 碩士
語文別 英文
論文頁數 110頁
口試委員 指導教授-陳正忠
口試委員-林豪傑
口試委員-謝佩璇
中文關鍵字 none 
英文關鍵字 Internet auctions  Trust  Cost  Media richness  Shipping and handling  Relative advantage  Diffusion of innovation theory  Prospect theory  Asymmetry theory  Reputation scores 
學科別分類
中文摘要 none
英文摘要 With the invention of the internet, came a new platform for people to buy and sell products and services. Internet auctions have recently gained widespread popularity and are one of the most successful forms of electronic commerce. As these online transactions in which buyers have no prior knowledge of the seller continue to grow it becomes all the more important that sellers recognize the importance of understanding what factors may influence the final outcome of an auction that they are participating in. In this way sellers will be able to realize the maximum potential revenue. This experimental study identifies how much of a role that trust, cost, and efficacy of information acquisition play the relative advantage of online auction environments.
論文目次 TABLE OF CONTENTS
ACKNOWLEDGEMENTS I
ABSTRACT IV
TABLE OF CONTENTS V
LIST OF TABLES VIII
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Questions. 4
CHAPTER TWO LITERATURE REVIEW 5
2.1 Auction Types. 5
2.2 Auction Literature. 6
2.3 Innovation Diffusion. 8
2.4 Trust. 13
2.5 Cost 19
2.6 Efficacy of Information. 27
2.7 Additional Variables. 35
2.8 Hypothesis Development. 37
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 45
3.1 Introduction and Scope of Research Design. 45
3.2 Research Model Design. 45
3.3 Questionnaire Design. 47
3.4 Questionnaire Construct Measurement Items. 47
3.5 Sampling. 51
3.6 Manipulation and Procedure. 52
3.4 Measures. 57
CHAPTER FOUR RESEARCH RESULTS 59
4.1 Introduction. 59
4.2 Descriptive Statistical Analysis. 59
4.2 Factor Analysis and Reliability Tests. 61
4.2.1 Interpersonal Trust. 62
4.2.2 Cost. 63
4.2.3 Efficacy of Information. 63
4.2.4 Value of Web. 64
4.3 Comparison of Means. 65
4.3.1 Comparison of Means on Reputation Scores (ANOVA). 65
4.3.2 Comparison of Means on Shipping and Handling (ANOVA). 68
4.3.3 Comparison of Means on Media Richness (ANOVA). 71
4.4 Analysis of Variance (ANOVA) and T-test. 73
4.4.1 Analysis of Variance for Shopping Preference. 73
4.4.2 Analysis of Variance for Online Purchase Experience. 74
4.4.3 Analysis of Variance for Social Environment. 74
4.5 Post-Hoc Analysis. 75
4.5.1 Analysis of Variance for Gender. 75
4.5.2 Analysis of Variance for Different Levels of Education. 76
4.5.3 Analysis of Variance for Different Occupations. 77
4.5.4 Analysis of Variance for Different Ages. 77
4.5.5 Analysis of Variance for Different Levels of Internet Use per Week (Hours). 78
4.5.6 Analysis of Variance for Different Levels of Years using the Internet. 78
4.6 Analysis of Hypotheses. 79
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 81
5.1 Research Findings and Implications. 81
5.2 Research Limitations and Further Research. 82
5.3 Summary of the Results and Suggestions. 85
REFERENCES 87
APPENDICES 94
Appendix 1: English Experiment Procedure. 94
Appendix 2: Chinese Experiment Procedure. 96
Appendix 3: English Questionnaire. 98
Appendix 4: Chinese Questionnaire. 101
Appendix 5: D-Auction Website. 104
Appendix 6: Committee Member's Suggestions and Comments. 111

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