On-line Auction Related Discussions: Factors Influencing Consumers' Trust Purchase Intention and Consumers' satisfaction -- Taobao com as an example

[[abstract]]近年來科技與資訊快速發展，網際網路在技術不斷創新發展下，漸漸成為一個健全的商業環境，越來越多的消費者傾向透過網路購買商品，但是網路商店與一般通路相比之下，無法提供完整的實體商品，使得消費者易對網路購物產生不信任感，由於無法看到實體商品，只能以圖片、商品資訊以及規格介紹來做消費判斷，網路購物也存在著許多的風險，除了網路詐騙源源不絕外，常為人詬病的商品運送問題也是消費者進行網路購物時的隱憂，因此對於賣家與企業來說，要如何提升消費者的信任，使消費者購物中滿意增加其的購買意圖，提升賣家產品的銷售，因此，本研究針對網路拍賣的幾個特性來測量是否影響消費者對賣家的信任，並觀察是否進而影響購買意圖。 本研究主要探討消費者對賣家的交易評價分數、網站交易資料保護知覺效果、賣家提供的資訊相關性，是否影響消費者的信任並進而影響購買意圖。本研究利用網路問卷的方式，針對淘寶網的買家做調查，共回收了282份問卷，其中252份為有效問卷，採用結構方程模式驗證本研究所提出之假說。研究結果證實，消費者對賣家的交易評價分數、網站交易資料保護知覺效果、賣家提供的資訊相關性確實顯著地影響消費者對賣家的信任，此外，消費者對賣家的信任越高，也會增加消費者的滿意度及購買意圖。[[abstract]]For the past few years technology and information have been developed rapidly Innovations and developments in internet technology had grew into a stronger industry; therefore more and more consumers preferred online shopping Comparing with real retail stores however online store cannot provide the physical merchandise so the consumers will become insecured with online shopping And because physical merchandise are unavailable to see the consumers can only use pictures and product descriptions to judge a merchandise On the other hand there are many risks in online shopping Not only the online frauds but the issues about shipping are also a concern for the consumers If the sellers can effectively increase the consumers’ trusts the consumers will be more willing to purchase their goods Our study discusses some characters that might influence consumers’ trusts toward sellers and if trusts can influence purchase willingness Our study focuses on the effects of sellers’ reputation transaction assurance seal and product descriptions on the consumers purchasing willingness We use online questionnaires and target on buyers who purchase from Taobao com 282 questionnaires were retrieved and 252 of them are usable We use SEM to verify our hypotheses As a result it shows that the three factors about the sellers can affect buyers’ trusts positively and significantly And if the buyers have higher trusts in the sellers it will also increase the buyers’ willingness to purchase goods from seller