信任一直是電子商務運作的重要來源，特別是在網路拍賣(C2C，customer to customer)情形之下，買方承受許多潛在的風險，「信任」的研究更顯重要性。網路拍賣潛藏許多危機，導致買方詐欺事件增加，而網拍賣方擁有許多不確定性特徵，買賣雙方在平台上媒合之後私底下的交易行為充滿許多風險，所以尋找具有保障機制的平台就顯得格外重要。先前研究無探討消費者與網拍平台的信任關係，因此本研究將探討網拍平台如何取得消費者的信任，因為網拍平台如何得到消費者的信任是網拍經營者成功的關鍵因素。
本研究以「買方」角度來探討，消費者如何選擇值得相信的網拍平台，目的是確保信任的網拍平台能夠有好的運作機制來降低買方承受的風險，進而提高買方對於平台的滿意度和信任，最後促進買方的行為意圖。
「制度化基礎信任」為本研究買方對網拍平台的信任來源，而發展出來的研究模型包含六個構面分別為︰電子化服務品質、第三方保證的重要性、認知風險、買方對平台的信任、滿意度和行為意圖。以發放網路問卷為資料來源，以模型分析結構方程式 (structural equation modeling, SEM)為研究方法，利用LISREL 軟體進行結構方程式分析。
研究結果發現網拍平台以「制度化基礎信任」來建立起電子化服務機制確實能吸引消費者的信任，並促進最終使用網拍購物的意願，主要是因為第三方認證標章能檢驗平台是否有好的服務品質並設立安全機制降低網拍消費者最在意的資料安全風險問題，而研究也發現到目前第三方認證標章種類以及驗證屬性範圍不盡相同，建議消費者務必要點選任證標章連結，避免以偏概全誤以為所有項目都有被保證，反而喪失警覺心帶來潛在風險。後續研究可以增加研究變數使得解釋消費者使用網拍購物意圖的研究模型可以更完整，並且尋找其他除了第三方標章之外能夠建立消費者信任的信號，令網拍市場更加安全可靠。

Trust has always been an important source of e-commerce operations, especially in the Internet auction (C2C, customer to customer). Many buyers bear a lot of potential risk, so the issue of trust is an important research topic. There are many hidden risks hidden in Internet auction, and it is particularly important to find auctions which have security mechanisms. This research will explore how Internet auctions can obtain the consumers’ trust , because there are no previous studies on this topic in the literature. Well known is that the critical successful factors of the auctioneers is how to get the online consumers trust.
This research explores how the consumers select the Internet auctions on the basis of trust . The aim is to ensure that auctions can increase trust by reducing the buyers’ risks with good security mechanisms, thereby increasing the buyers’ satisfaction and intention to use Internet auction services.
"Institutional-based trust" is the source of trust in this research, and there are six latent variables including electronic service quality, the importance of third-party assurance, perceived risks, the buyers’ trust to the auction, satisfaction and behavioral intentions in this model. Moreover, this research adopts a web-based questionnaire to examine this issue, using structural equation modeling (SEM) as the method of measurement.
The results show that Internet auctions do increase the consumer trust by using service mechanism with institutional-based trust. This can increase consumer intention to shopp online, as third-party certification can verify whether there are good service quality and security mechanisms that can reduce the information privacy risks the consumers most concerned about. The results also show that the current kind of seals and attributes of third-party certification are varied , suggesting that consumer must click the link of third-party certification on the web page in order not to bear more risks due to misunderstanding all the items of the auction were assured by third-party certification. Future research may add some variables to interpret the intention to shopp online auction model more completely , and also find other signals that can increase the consumer trust. In this way, the Internet auction market may be more secure and reliable.

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