| Summary: | 碩士 === 國立中山大學 === 資訊管理學系研究所 === 96 === In this thesis, information completeness and credibility in web auction environment is the mainly question to find out.
By using focus group research method, three discussions were held. In the first discussion, there were six interviewers joined, and the discussing purpose was to understand the concept of information completeness and credibility in e-commerce. In the second discussion, two sellers were invited to demonstrate and to explain how to sell in online auction. In the third discussion, eight buyers were asked to introducing themselves, and discussing themselves cases about online shopping. Finally using oral analysis skills, the research framework was constructed.
The research suggests that information completeness and credibility includes all about product information, retailers’ information, transaction information, information representation and third parties information. Each has its different degree of credibility, and buyers usually retrieve information they need to reduce their perceived risk.
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