網路購物資訊不對稱對滿意度的影響：以拍賣網站為例

Abstract

本文主要針對網路購物使用率較高的學生為研究對象，探討網路購物之資訊不對稱，對消費者滿意度的影響；並加入賣家資訊提供、買家自行蒐集資訊等商品資訊不對稱來源等變數，觀察對資訊不對是否真有影響。

本研究透過因素分析、篩選變數；然後再以信度分析確定資料的一致性與穩定性。最後以統計迴歸分析檢測本文的假說是否成立，其結果摘要如下。

1、 實證結果顯示，資訊不對稱確實正向且顯著地影響消費者滿意度。

2、買家依據「自己蒐集資料｣等資訊，實證結果也顯示，確實對資訊不對稱有顯著正向的影響。

3、「賣家資訊的提供｣實證結果，確實對資訊不對稱源有顯著正向的影響

This paper uses students who have experience in on-line shopping as sample to investigate the effect of asymmetric information on custom satisfaction from on-line shopping. Also, we observe how sources of the information from sellers and/or customers influence asymmetric information.

The stability and consistency of data in this research is confirmed through factor analysis, and reliability analysis. In the end, empirical results are summarized in the following using simple regression.

1. Asymmetric information significantly positively affects customer satisfaction.

2. The information that customers search by themselves has positive impact on asymmetric information.

3. The information from sellers also has positive influence on asymmetric information.