拍賣網站的競爭已經在台灣如火如荼的展開。拍賣網站提供網路使用者一個快速且有效率的交易平台，使得交易雙方依照供給與需求的兩股力量，決定標的物之價格。賣方比買方更了解產品狀況與特徵，而且買方對於賣方與產品資料的了解相當有限，僅能利用電子郵件或是電話聯繫，因此雙方存在很高的資訊不對稱現象。由於單一賣方並沒有意願與能力使買方認為在拍賣網站中交易是安全的，故必須靠拍賣網站業者扮演中間人的角色，提供適當的訊號，降低市場資訊不對稱的情形。

在資訊不對稱程度高的拍賣網站交易環境下，買方對於賣方信任的高低，就成為決定交易是否成功的重要因素。雖然許多學者對於實體通路交易雙方的信任關係多有著墨，不過關於「網路信任」這方面的探討卻有所不足。本研究整理過去文獻，以資訊不對稱的角度來探討「網站品牌可靠度」、「知覺網站安全機制」、「資訊相關度」與「交易經驗」對於「賣方信任」與「競標意願」的影響。

本研究所得的主要結果分述如下：
(1)當網站消費者知覺網站安全機制越充分、知覺網站與
賣方資訊相關性愈高，則對於賣方也越信任。
(2)網站消費者愈信任賣方，則其競標意願也越強。
(3)過去交易經驗愈多的網站消費者，對於賣方也愈信
任。
(4)過去交易經驗愈多的網站消費者，其競標意願也越
強。
(5)網站消費者知覺的網站品牌可靠度愈高，則對於賣方
也愈信任的假設並不成立。
(6)個人信任傾向與產品類別的干擾效果的假設並不成
立。

　　Online auction companies have embattled themselves to face fierce business competition in Taiwan. Online auction websites provide fast and efficient bargaining platforms for all the internet users. Prices of merchandises are determined by the power of demand and supply. Sellers are more familiar with the attributes and conditions of their products. On the contrary, Buyers have limited information about sellers and their products, and can only contact sellers by e-mail or telephone. Therefore, buyers face a high degree of information asymmetry when shopping on online auction websites. Any single seller has neither willingness nor ability to make buyers believe that making transactions on auction website is safe. Online auction companies need to be qualified middlemen, providing relevant information or signals for auction users to lower the degree of information asymmetry between two parties.

Because buyers face high degree of information asymmetry when shopping on auction websites, so “shoppers’ trust of sellers” plays an important role in successful transactions. In spite of many scholars had great contributions toward trust relationship between two parties in physical channel, we don’t understand much about “online trust”. Based on past literatures, this study would discuss the impact of “brand credibility of online website”、“perceived website safety mechanism”、“perceived website information relevance”、 “perceived seller information relevance” and “purchase experience” on both “shoppers’ trust of sellers” and “bidding willingness”.

The major findings of this study are as follows：
(1)“perceived website safety mechanism”、
“perceived website information relevance”
and “perceived seller information
relevance” would positively predict
“seller trust”.
(2)“Shoppers’ trust of sellers” would
positively predict “bidding willingness” of
website users.
(3)The more “purchase experience” of website
users, the more “shoppers’ trust of
sellers” they have.
(4)The more “purchase experience” of website
users, the stronger “bidding willingness”
they have.
(5)The hypothesis of the more “brand
credibility of online website”, the more “shoppers’ trust of sellers” they have, is
not supported.
(6)Neither one of the interaction effects about “individual trust propensity” nor “product
category” is supported.

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