| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士班 === 105 === With the development of the Internet is getting more stable, our lifestyle is gradually changing and moving towards the network generation. Nowadays, everyone is pursuing the convenience and innovation, more and more consumers are able to use the Internet to buy the products that they want through the characteristics of globalization of the Internet. The current global online shopping is also becoming stable, there’s even one more new type of Internet transactions, that is, Internet investment. It is expected that there will be more business activities carry out more transactions through the Internet.
In this paper, we explore how consumers face and solve when they face the difficulty of Internet anonymity while doing the Internet transaction. Therefore, this research discusses the influence of the degree of information disclosure on Internet transaction decision-making behavior, and finds out how to reduce the obstacles caused by anonymity and how to increase consumers’ confidence in Internet transactions through the experiment of the prisoner's dilemma and trust game. Finally, we know that although there are many evaluation ways as the guarantees, they are still not perfect. We need to add more real product information and stronger guarantees through the checks and regulations of Internet transaction platform to achieve.
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