由於國內拍賣網站規模越趨成熟，參與網路拍賣的人數有與日俱增之勢。然而近日來拍賣網站上常發生詐欺的情況，突顯出買賣雙方互信程度之重要性。拍賣網站上並不提供賣方的個人資料，競標者可參考的主要訊息為賣方評價，另外就是競標所出現的價格訊息。因此，僅憑藉此部份的訊息，競標者將如何評斷賣方是否值得被信任？進而決定是否該參與競標？
　　為探討上述的問題，本研究利用電腦模擬拍賣網站的方式，以實驗設計法來探討直接購買價、目前出價及賣方評價對於信任之影響，並再研究賣方評價及信任對於競標意願是造成顯著之影響。本研究所獲得之重要結論如下所示：(1)正面的賣方評價會提升買方對賣方的能力與正直信任，且將同時提升買方的競標意願。(2)能力信任及正直信任可提升買方的競標意願。(3)直接購買價及目前出價對於信任無顯著影響。
　　因此本研究認為拍賣網站之經營業者應加強取締不實之賣方，並且提供更為完善的評價機制；而對於網路拍賣的賣方，本研究建議其應清楚了解所提供的拍賣物品，並善加經營自己的評價。

　　There are more and more people joining in e-auctions due to the mature of the internal auction websites. However, the situation of imposture cases on the websites are on the increase, the degree of trust between sellers and bidders is getting more important. Because sellers’ personal information isn’t offered on the websites, the seller reputation and historical bidding prices are the main information for bidders. Therefore, following such clues how do bidders judge whether sellers deserve to be trusted in? And how do they decide whether to bid or not?
　　This study adopts computer-simulated experiment (Experimental Design) to examine how buy price, current bid, and seller reputation affect trust and how seller reputation and trust affect bidding intention. The conclusions of the study are as followed. (1) A higher seller reputation will result in higher competence and integrity trust and it will also raise the bidding intention in the meanwhile. (2) Both of competence and integrity trust will raise the bidding intention. (3) Neither buy price nor current bid has any obvious influence on trust.
　　This study suggests e-auction operators should ban trustless sellers and offer complete reputation systems. It also suggests the sellers in e-auctions should know exactly the product what they offer and manage their reputations well.

【中文部分】

台灣國際電子商務中心，EC研究報告商業模式類「動態定價模式遍及各產業」，http://www.nii.org.tw/cnt/info/Report/20000803.htm，民89。

吳萬益及林清河，「企業研究方法」，華泰書局，民89。

美國消費者聯盟及Harris Interactive公司，「網路詐欺研究調查」http://www.e21times.com，民90。

張漢伯，網路拍賣與競標出價行為之研究，東吳大學企業管理研究所，碩士論文，民90。

陳順宇，「多變量統計分析」，華泰書局，民89。

陳順宇，「實驗設計」，華泰書局，民89。

資策會電子商務應用推廣中心，「拍賣網站經營模式與成功關鍵因　素分析」，http://www.find.org.tw，民89。

資策會電子商務應用推廣中心，「台灣網友網路生活行為研究」，http://www.find.org.tw，民92。

【外文部分】

Ba, S. and Pavlou P. A., “Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior,” MIS Quarterly, 26 (3), 243-268, 2002.

Baker, Walter, Mike Marn and Craig Zawada C., “Price Smarter on the Internet,” Harvard Business Review, 79 (2), 122-127, 2001.

Barney, J. and Hansen M., “Trustworthiness as a Source of Competitive Advantage, ” Strategic Management Journal, 15 (Special Issue), 175-190, 1994.

Beam, C. and Segev A., “Auctions on the Internet: A Field Study,” Unpublished Manuscript, Haas School of Business University of California, Berkeley, 11 (2), 1-30, 1998.

Biswas, A. and Blair E. A., “Contextual Effects of Reference Price in Retail Advertisement, ” Journal of Marketing, 25 (11), 251, 1991.

Bolton, R. N. and Drew J. H., “A Multistage Model of Consumers’ Assessments of Service Quality and Value, ” Journal of Consumer Research, 17 (4), 375-384, 1991.

Carroll, Kathleen & Dennis Coates, “Teaching Price Discrimination: Some Clarification,” Southern Economic Journal, 66 (3), 466-480, 1999.

David Gefen, “Reflactions on The Dimensions of Trust and Trustworthiness among Online Consumers,” Communications of ACM, 33 (3), 38-54, 2002.

Dholakia, U. M. and Soltysinski K., “Coveted or Overlokked? The Psychology of Bidding for Comparable Listings in Digital Auctions, ” Marketing Letters, 14 (2), 277-286, 2003.

Doney, P.M. and Cannon P., “An Examination of the Nature of Trust in Buyer-Seller Relationship,” Journal of Marketing, 61 (4), 35-51, 1997.

Doods, W. B., Monroe, K. B. and Grewal D., ”Effects of Price,Brand,and Store Information on Buyer’s Product Evaluations,” Journal of Marketing Research, 30 (4), 307-319, 1991.

Fishbein, M. and Ajzen I., Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, Reading, MA, 1975.

Garbarino, Ellen and Mark S. Johnson, “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, 63 (4), 70-87, 1999.

Gefen D., “E-commerce: The Role of Familiarity and Trust,” Omega, 28 (6), 725-737, 2000.

Gilkeson, James H. and Kristy Reynolds, “Determinants of Internet Auction Success and Closing Price: An Exploratory Study,” Psychology & Marketing, 20 (6), 537-566, 2003.

Hawes, J. and Lumpkin J., “Perceived Risk and the Selection of a Retail Patronage Mode, ” Journal of the Academy of Marketing Science, 14(4), 37-42, 1986.

Heck, E. V. and Ribbers P. M., “Experiences with Electronic Auctions in the Dutch Flower Industry,” Electronic Markets, 7 (4), 29-34, 1997.

Jacoby, J., Chestnut R. W., Hoyer W. D., Sheluga D. W. and Donahue M. J., “Psychometric Characteristics of Behavioral Process Data: Preliminary Findings on Validity and Generalizability,” Advances in Consumer Research, 5 (2), 546-554, 1973.

Johns, Christy L. and Judith L. Zaichkowsky, “Bidding Behavior at the Auction, ” Psychology & Marketing, 20 (4), 303-332, 2003.

Jones, S., Wilkens M., Morris P., and Masera M., “Trust Requirements in E-Business, ” Communications of the ACM, 43 (12), 81-87, 2000.

Kenneth, Hendricks and Paarsch Harry J., “A Survey of Recent Empirical Work Concerning Auctions, ” The Canadian Journal of Economics, 28 (2), 403-426, 1995.

Kini, A. & J. Choobineh, “Trust in Electronic Commerce: Definition and Theoretical Considerations,” IEEE, 1998.

Kirmani, A. and Rao A., “No Pain, No Gain: A Critical Review of The Literature on Signaling Unobservable Product Quality,” Journal of Marketing, 64 (2), 66-79, 2000.

Lichtenstein, Donald R., Scot Burton and Eric J. Karson, “The Effect of Semantic Cues on Consumer Perceptions of Reference Price Ads, ” Journal of Consumer Research, 18 (12), 380-391, 1991.

Malhotra, D. and Murninghan J. K., “Milked for All Their Worth: Competitive Arousal in the Chicago Cow Auctions,” Marketing Letters, 13(2), 15-23, 2001.

Mayer, R., C., J., H., Davis and F., D., Schoorman, “An Integrative Model of Organizational Trust, ” Academy of management Review, 20 (3), 18-31, 1995.

Olson, J. C., “Price as an Informational Cue: Effects in Product Evaluations,” Consumer and Industrial Buying Behavior, 10 (4), 267-286, 1972.

Vijayasarathy, Leo and Joseph M. Jones, “Print and Internet Catalog Shopping: Assessing Attitudes and Intentions,” Internet Research, 10 (3), 191-202, 2000.

Rao, A. R. and Monroe K.B., “The Effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review,” Journal of Marketing Research, 26 (4), 351-357, 1989.

Reichheld, F. F. and Schefter P., “E-Loyalty: Your Secret Weapon on the Web,” Havard Business Review, 78 (4), 105-113, 2000.

Rothkopf, M., “A Model of Rational Competitive Bidding, ” Management Science, 15 (5), 774-777, 1969.

Smith, J. Brock, “Selling Alliances: Issues and Insights,” Industrial Marketing Management, 26 (2), 146-161, 1997.

Spence, M., “Job Market Signaling, ” Quarterly Journal of Economics, 87 (1), 355-374, 1973.

Standifird, Stephen S., “Reputation and E-Commerce: eBay Auctions and The Asymmetrical Impact of Positive and Negative Ratings,” Journal of Management, 27 (3), 279-295, 2001.

Valarie, A. Zeithaml, “Consumer perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52 (3), 2-22, 1988.

Vincent, D. R., “Bidding off The Wall: Why Reserve Prices May Be Kept Secret,” Journal of Economic Theory, 65 (2), 575-584, 1995.

Wilcox, Ronald T., “Experts and Amateurs: The Role of Experience in Internet Auctions,” Marketing Letters, 11 (2), 363-374, 2000.

Wilson R., “Competitive Bidding with Disparate Information, ” Management Science, 15 (2), 446-448, 1969.