網路拍賣網站消費者使用隱私機制行為的前因探討

• Main Authors: Chian-li Lee, 李乾立
• Other Authors: Chin-yuan Ho
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/786zb6

碩士 === 國立中央大學 === 資訊管理研究所 === 99 === In today''s society, e-commerce’s development is already quite mature. And the online auction is the most widely used platform. But trading on the internet is different from the physical store; there exist asymmetric information between buyer and seller. So the development of a feedback mechanism to compensate for defects in the online auction. However, under such a good mechanism also has some problem. Because when buyers and sellers use feedback mechanism and give evaluation for each other, many information of this transaction will be made public such as commodities’ names or commodities’ prices. For this reason, the auction platform launched online privacy protection services to solve feedback mechanism’s problems. But, dose this new online service accepted by consumers? In what situation does a consumer want to use privacy protection mechanisms? All above question will become issues of concern in this study. Therefore, this study through the theory of previous studies and use Web content mining to collect transaction data. Through the program automatically collect twenty-four kinds of different categories of goods transactions data. Use regression analysis and t-test to discuss the reason of use privacy protection. The results showed that, for different types of goods, consumers also have different privacy of a mechanism for the difference. High price commodities have more opportunity to use privacy protection than the lower one. And other buyer use privacy protection will also affect the result.