即時通訊軟體對網路拍賣影響之研究

Abstract

網際網路與資訊科技促成了新的電子商務的經營模式，其不僅改變了企業間、企業與消費者的產銷及買賣方式，同時也改變了買賣雙方的交易及溝通模式。由於網路交易是消費者透過虛擬的網路界面產生商業交換行為，而此種交易方式與以往的商業模式最大的差異在於，缺少實體店面的臨場感。也因為無法親自觸摸到產品及與實體商店的賣家做面對面溝通，故經常在完成交易行為，收到產品後，才發現與原先預期的有落差，因而產生各種交易糾紛。 如何降低交易過程中消費者的不安及對商品交易的疑慮，此部份得依賴於更細緻的溝通與解說行為。透過網路電話及相關即時通訊軟體，不僅能降低買賣雙方的通訊成本；而且經由更多的溝通行為，也會增加買賣雙方之間的互信、了解與信任並促成交易過程的順利發展。 本研究兼採深度訪談與網路問卷調查的研究方法，期望能審視使用者在使用網路電話與網路交易的使用動機與相關行為的滿足程度；另外，根據影響網路交易的負面因素此一基準上，引入「網路電話」(VOIP)這一變項，檢視並分析此一變項對網路交易負面因素的影響及改善程度，也就是是否有改變網路交易中的「不滿意」現象。研究也同時也針對研究對象的人口背景資料(性別、年齡、教育程度…等)、創新特質與網路交易及網路電話的使用行為與動機做分析，以描繪出各種人口背景與創新特質在使用動機與使用行為上的差異。 研究發現，網路交易與網路電話的使用動機皆含有「實用利益」動機外，同時也含有相當程度的社會性與個人心理(社交情感、時髦心理…等) 動機。此外，網路電話在網路交易時對於安全性顧慮、售後服務、實物感受與廣告促銷效果上成效顯著。在創新特質方面，具有創新行動因素的使用者比創新認知者有更多的網路交易實用利益與使用網路電話的社交動機；而創新認知者比創新行動者具有更多的網路交易時髦心理動機。

The Internet and information technology have contributed to a new business model of e-Commerce, which means the way of engaging in business-to-business or business-to-consumer transactions is changed and so is the model of communication between buyers and sellers. Online transactions are conducted via the Internet, and therefore, people gain no sense of presence at the time of conducting online transactions. As face-to-face communication is not available and buyers cannot see or touch what they want to purchase before online transactions are conducted, a variety of disputes over online transactions have surfaced after buyers feeling disillusioned when receiving what they have bought online. How to decrease consumers’ uneasiness in the process of conducting transactions actually depends on better communication and explanation. By using VoIPs and some real-time communication software, the communication cost can be reduced. Moreover, such communication can help increase the mutual trust and understanding between buyers and sellers, which in turn contributes to a smooth process of online transactions. In-depth interviews and online surveys were applied as research methods in the hope that the degree of users’ gratification in conducting online transactions via VoIPs could be found. Furthermore, the variable “use of VoIP” was introduced into the present study as a way to inspect the impact of VoIPs on online transactions. More specifically, whether VoIPs could improve user’s dissatisfaction with online transactions was explored. Also, the demographics of VoIPs users, whether they had quality of innovation, and how and why they used VoIPs were analyzed so that the differences among various groups of users might be described. The results of this study indicated that both functional and relational uses were the main reasons why people used VoIPs. In addition, VoIPs had positive effects on online transactions in terms of online safety, after-sale service, sense of presence, and promotional ads. In terms of quality of innovations, those with quality of action towards innovations put more emphasis on functional and relational uses of VoIPs than those with quality of awareness towards innovations; those with quality of awareness towards innovations laid more stress on the motivation of following fashion when conducting online transactions than those with quality of action towards innovations.