隨著網路逐漸生活化，線上拍賣成為一個熱門的消費模式，其中最為消費者所關心地即為賣方的可信度，主要是涉及產品品質或交易安全性等，因此，提供交易平臺之業者紛紛設立討論區及評價等功能，促使買方能依據賣方在拍賣網站上給予的訊息來判斷其可信度；其中，根據文獻指出，來源可信度可分為專業性、可靠性及吸引力三個構面，而該三構面更是消費者決策製訂時的重要考量因素，因此，本研究主要探討在線上拍賣網站環境下（例如，Yahoo和eBay），來源（賣方）的專業性、可靠性和吸引力是否為影響消費者線上購買意圖之重要因素；並進一步了解專業性、可靠性及吸引力中哪一個因素對線上購買意圖之影響最深。根據資策會及蕃薯藤針對台灣消費者所做的網路使用調查得知，消費者上網購物之主要原因為方便及便宜，且消費者常會因產品價格低於一般市面售價而產生強烈的購買意圖，並且對賣方專業性、可靠性及吸引力較不注意，因此，本研究另外一目的是想探討，來源專業性、可靠性及吸引力與線上購買意圖之間的關係是否又會因消費者價格意識高低而有所不同，並藉此研究來了解目前拍賣網站上消費者購買意圖及行為。
本研究的研究目的主要希望能提供線上拍賣業者相關參考依據，使其了解專業性、可靠性及吸引力對消費者線上購買意圖的影響，以便管理其討論區及評價，並且提供相關之拍賣建議，使其了解當消費者價格意識高或低時，該如何與消費者互動及該製訂何種訂價策略，以吸引潛在顧客的注意。

When the internet is popular, the online auction became a popular consumer model. Consumers most take care sellers’s credibility, because to involve products quality and transaction security. Therefore, the auction website built the forums and reviews etc, it is hope to improve consumers to understand sellers expertise, trustworthiness and attractiveness. This research is to discuss that how source credibility (to include expertise, trustworthiness and attractiveness) of Word-of-Mouth in online auction such as Yahoo and eBay influence Purchase Intention source including expertise, trustworthiness and attractiveness.Understanding which one is the most important. According to Market Intelligence Center and Yam research, consumers would buy product in internet is because the convenience and cheap. Consumers always be attracted by the cheap price and ignore the expertise, trustworthiness and attractiveness. Another purpose of this research is to confer that consumers price consciousness will moderate the relationship between source credibility and online purchase intention, such that the relationship will be more positive for hight price consciousness. By this research to understand the consumers purchase intention and behavior in online auction now.
The purpose of this research is to understand expertise, trustworthiness and attractiveness effect on online purchase intention. It is hope to improve sellers to manage the forums and reviews, then they could attract more consumers. I hope to provide more suggestion for sellers to understand that when consumers price consciousness is hight, how they to interact and should make what kinds of strategy to attract potential consumers.

第陸章　參考文獻
第一節　國內部份
1.林德國，民國九十年，「口碑行銷：如何引爆口耳相傳的神奇威力」，遠流出版事業股份有限公司。
2.留淑芳，民國九十二年，「網路口耳相傳訊息特性及接受者行為特質對態度形成之影響」，台灣大學商學研究所博士論文。
3.陳思懿，民國九十三年，「網路口碑來源可信度對訊息信任之影響」，台灣科技大學企管研究所碩士論文。
4.陳庭安，民國九十一年，「口碑行銷VS.鼠碑行銷：打贏聊天室的戰爭」，EMBA世界經理文摘，第一百九十三期，56-63。
5.黃俊英，民國八十三年，「企業研究方法」，東華書局出版，40-59。
6.黃國光，民國八十九年，「SPSS與統計原理剖析」，松崗電腦圖書資料股份有限公司出版，33-42。
7.資策會，民國九十三年，「2004電子商務應用年鑑」，18-29。
8.練乃華、留淑芳，民國九十二年，「口耳相傳訊息之傳播及對消費者購買行為之影響：文獻回顧與評論」，中山管理評論，第十一卷，第二期，夏季號，283-307。
9.蕃薯藤數位科技，民國九十三年，「2003台灣網路使用調查」，http://survey.yam.com/survey2003/chart/index.html。
10.蕃薯藤數位科技，民國九十四年，「2004台灣網路使用調查」，http://survey.yam.com/survey2004/chart/index.html。
第二節　國外部份
1.Alba, J., Lynch J., Weitz B. and C. Janiszewski (1997), “Interactive Home Shopping: Consumer, Retailer and Manafacturer Incentives to Participate in Electronic Marketplaces,” Journal of Marekting, Vol. 61, No. 3, 38-53.
2.Alford, Bruce L. and Abhijit Biswas (2002), “The Effects of Discount Level, Price Consciousness and Sale Proneness on Consumers’ Price Perception and Behavioral Intention,” Journal of Business Research, Vol. 55, 775-783.
3.Anonymous (1999), “The Best Cybertech of 1999,” Time, Vol. 154, No. 25, 113-114.
4.Applbaum, Ronald F. and Karl W. E. Anatol (1972), “The Factor Structure of Source Credibility as a Function of the Speaking,” Speech Monographs, Vol. 39, No. 3, August, 216-222.
5.Arndt, Johan (1967a), Word of Mouth Advertising: A Review of the Literature, New York: Advertising Research Federation.
6.Bansal, Harvir S. and Peter A. Voyer (2000), “Word-of-Mouth Processes Within a Services Purchase Decision Context,” Journal of Service Research, Vol. 3, No. 2, November, 166-177.
7.Belch, G. E. and M. A. Belch (2001), Advertising and Promotion: An Integrated Marketing Comunications Perspective, 5th eds., Boston: McGraw-Hill.
8.Benjamin, R. and Wigand, R. (1995), “Electronic Markets and Virtual Value Chains on the Information Superhighway,” Sloan Management Review, Vol. 36, No. 2, 62-72.
9.Berlo, David K., James B. Lemert and Robert J. Mertz (1969), “Dimensions for Evaluating the Acceptability of Message Sources,” Public Opinion Quarterly, Vol. 33, No. 4, Winter, 563-576.
10.Bhatnagar, Amit and Sanjoy Ghose (2004), “A Latent Class Segmentation Analysis of E-Shoppers,” Journal of Business Research, Vol. 57, 758-767.
11.Biyalogorsky, Eyal, Eitan Gerstner and Barak Libai (2001), “Customer Referral Management: Optimal Reward Programs,” Marketing Science, Vol. 20, No. 1, Winter, 82-95.
12.Bloch, Peter H., Daniel L. Sherrell and Nancy M. Ridgway (1986), “Consumer Search: An Extended Framework,” Journal of Consumer Research, Vol. 13, No. 1, June, 119-126.
13.Bone, Paula Fitzgerald and West Virginia University (1992), “Determinants of Word-of-Mouth Communications during Product Consumption,” Advances in Consumer Research, Vol. 19, 579-583.
14.Bowers, John W. and William A. Phillips (1967), “A Note on the Generality of Source Credibility Scales,” Speech Monographs, Vol. 34, August, 185-186.
15.Brown, Mark, Nigel Pope and Kevin Voges (2003), “Buying or Browsing? An Exploration of Shopping Orientations and Online Purchase Intention,” European Journal of Marketing, Vol. 37, No. 11/12, 1666-1683.
16.Budish, E. B. and Takeyama, L. N. (2001), “Buy Prices in Online Auctions: Irrationality on the Internet?” Economic Letters, Vol. 72, 325-333.
17.Buttle, Francis A. (1998), “Word of Mouth: Understanding and Managing Referral Marketing,” Journal of Strategic Marketing, 241-254.
18.Chang, Tung-Zong and Albert R. Wildt (1994), “Price, Product Information and Purchase Intention: An Empirical Study,” Journal of the Academy of Marketing Science, Vol. 22, No. 1, 16-27.
19.Chatterjee, Patrali (2001), “Online Reviews: Do Consumers Use Them?” Advances in Consumer Research, Vol. 28, 129-133.
20.Chui, L. and R. Zwick (1999), “Auction On the Internet-A Preliminary Study,” Department of Marketing, 1-52.
21.Craig, C. Samuel and John M. McCann (1978), “Assessing Communication Effects of Energy Conservation,” Journal of Consumer Research, Vol. 5, No. 2, September, 82-88.
22.Daneshvary, Rennae and R. Keith Schwer (2000), “The Association Endorsement and Consumers’ Intention to Purchase,” Journal of Consumer Marketing, Vol. 17, No. 3, 203-213.
23.Day, George S. (1971), “Attitude Change Media and Word of Mouth,” Journal of Advertising Research, Vol. 11, No. 6, December, 31-40.
24.DeSarbo, Wayne S. and Richard A. Harshman (1985), “Celebrity-Brand Congruence Analysis,” in J. H. Leigh and C. R. Martin (eds.), Current Issues and Research in Advertising, Vol. 8, No. 1, 17-52.
25.Dodds, William B., Kent B. Monroe and Dhruv Grewal (1991), “Effects of Price, Brand and Store Information on Buyer’s Product Evaluations,” Journal of Marketing Research, Vol. 28, August, 307-319.
26.Engel, James F., Roger D. Blackwell and Robert J. Kegerreis (1969), “How Information Is Used to Adopt an Innovation?” Journal of Advertising Research, Vol. 9, No. 4, 3-8.
27.Erdogan, Zafer B., Michael J. Baker and Stephen Tagg (2001), “Selecting Celebrity Endorsers: The Practitioner’s Perspective,” Journal of Advertising Research, May-June, 39-48.
28.Estelami, Hooman (2003), “Sources, Characteristics and Dynamics of Postpurchase Price Complaints,” Journal of Business Research, Vol. 56, No. 5, May, 411-419.
29.Gelb, Betsy D. and Suresh Sundaram (2002), “Adapting to Word of Mouse,” Business Horizons, Vol. 45, No. 4, July-August, 21-25.
30.Goldsmith Ronald E. and De Witt (2003), “The Predictive Validity of an Opinion Leadership Scale,” Journal of Marketing Theory and Practice, Vol. 11, No. 1, Winter, 28-35.
31.Harrison-Walker, Jean L. (2001), “E-Complaining: A Content Analysis of an Internet Complaint Forum,” Journal of Services Marketing, Vol. 15, No. 5, 397-412.
32.Haugtvedt, Curtis P. and Duane T. Wegener (1994), “Message Order Effects in Persuasion: An Attitude Strength Perspective,” Journal of Consumer Research, Vol. 21, 205-218.
33.Heeler, Roger and Stanley Reid (1979), “Gift versus Personal Use Brand Selection,” Advances in Consumer Research, 325-328.
34.Heijden, Hans van der, Tibert Verhagen and Marcel Creemers (2003), “Understanding Online Purchase Intentions: Contributions from Technology and Trust Perspectives,” European Journal of Information Systems, Vol. 12, 41-48.
35.Herr, Paul M., Frank R. Kardes and John Kim (1991), “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective,” Journal of Consumer Research, Vol. 17, No. 4, March, 454-462.
36.Holmes, John H. and John D. Lett (1977), “Product Sampling and Word of Mouth,” Journal of Advertising Research, Vol. 17, No. 5, October, 35-40.
37.Joseph, W. Benoy (1982), “The Credibility of Physically Attractive Communicators: A Review,” Journal of Advertising, Vol. 11, No. 3, 15-24.
38.Kambil, A. and Van Heck, E. (1998), “Reengineering the Dutch Flower Auctions: A Framework for Analyzing Exchange Organizations,” Information Systems Research, Vol. 9, No. 1, 1-19.
39.Katz, E. and P. F. Lazarsfeld (1955), Personal Influence, Glencoe, IL: Free Press.
40.Kiecker, Pamela and Deborah Cowles (2001), “Interpersonal Communication and Personal Influence on the Internet: A Framework for Examining Online Word-of-Mouth,” Journal of Euro-Marketing, Vol. 11, No. 2, 71-88.
41.Klein, Stefan (1997), “Introduction to Electronic Auctions,” Electronic Markets, Vol. 7, No. 4, 3-6.
42.Kwon, Kyoung-Nan and David W. Schumann (2001), “The Influence of Consumers’ Price Expectations on Value Perception and Purchase Intention,” Advances in Consumer Research, Vol. 28, 316-322.
43.Lafferty, B. A. and R. E. Goldsmith (1999), “Corporate Credibility’s Role in Consumers’ Attitudes and Purchase Intention When a High Versus a Low Credibility Endorser Is Used in the Ad,” Journal of Business Research, Vol. 44, February, 109-116.
44.Lafferty, Barbara A. and Ronald E. Goldsmith (2004), “How Influential Are Corporate Credibility and Endorser Attractiveness When Innovators React to Advertisements for a New High-Technology Product?” Corporate Reputation Review, Vol. 7, No. 1, 24-36.
45.Lafferty, Barbara A., Ronald E. Goldsmith and Stephen J. Newell (2002), “The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions,” Journal of Marketing, Summer, 1-12.
46.Lee, H. G. (1996), “Electronic Brokerage and Electronic Auction: The Impact of IT on Market Structures,” Proceedings of the 29th Annual Hawaii International Conference on System Sciences, 397-406.
47.Lee, H. G. (1998), “Do Electronic Marketplaces Lower the Price of Goods?” Communications of the ACM, Vol. 41, No. 1, 73-80.
48.Lichtenstein, Donald R., Nancy M. Ridgway and Richard G. Netemeyer (1993), “Price Perceptions and Consumer Shopping Behavior: A Field Study,” Journal of Marketing Research, Vol. 30, May, 234-245.
49.Maheswaran, Durairaj and Joan Meyers-Levy (1990), “The Influence of Message Framing and Issue Involvement,” Journal of Marketing Research, Vol. 27, August, 361-367.
50.Maxham III, James G. (2001), “Service Recovery’s Influence on Consumer Satisfaction, Positive Word-of-Mouth and Purchase Intentions,” Journal of Business Research, Vol. 54, No. 1, 11-24.
51.McAfee, R. P. and McMillan J. (1997), “Auctions and Bidding,” Journal of Economic Literature, Vol. 25, No. 2, 699-738.
52.McCroskey, James C. (1966), “Scales for the Measurement of Ethos,” Speech Monographs, Vol. 33, No. 1, 65-72.
53.Mishra, Sanjay, U. N. Umesh and Donald E. Stem (1993), “Antecedents of the Attraction Effect: An Information-Processing Approach,” Journal of Marketing Research, Vol. 30, August, 331-349.
54.Mitchell, Vicent W. and Vassiliades Vassos (1997), “Perceived Risk and Risk Reduction in Holiday Purchases: A Cross-Cultural and Gender Analysis,” Journal of Euromarketing, Vol. 6, No. 3, 47-79.
55.Mittal, V., William T. Ross and Patrick, M. B. (1998), “The Asymmetric Impact of Negative and Positive Attribute-Level Performance on Overall Satisfaction and Repurchase Intentions,” Journal of Marketing, Vol. 62, January, 33-47.
56.Miyazaki, Anthony D., David E. Sprott and Kenneth C. Manning (2000), “Unit Prices on Retail Shelf Labels: An Assessment of Information Prominence,” Journal of Retailing, Vol. 76, No. 1, 93-112.
57.Ohanian, Roobina (1990), “Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness and Attractiveness,” Journal of Advertising, Vol. 19, No. 3, 39-52.
58.Ohanian, Roobina (1991), “The Impact of Celebrity Spokespersons’ Perceived Image On Consumers’ Intention to Purchase,” Journal of Advertising Research, February-March, 46-54.
59.Olson, James M. and Mark P. Zanna (1993), “Attitudes and Attitude Change,” Annual Review of Psychology, Vol. 44, 117-154.
60.Pavlou, Paul A. (2002), “Trustworthiness as a Source of Competitive Advantage in Online Auction Markets,” Academy of Management Proceedings, 1-6.
61.Picot, Arnold, Bortenlaenger C. and Roehrl H. (1995), “The Automation of Capital Markets,” Journal of Computer-Mediated Communication, Vol. 1, No. 3, 45-56.
62.Pornpitakpan, Chanthika (2003), “Validation of the Celebrity Endorsers’ Credibility Scale: Evidence from Asians,” Journal of Marketing Management, Vol. 19, No. 1, February, 179-195.
63.Rachlevsky-Reich, B., Ben-Shaul I., Chan N. T., Lo A. W. and Poggio T. (1999), “GEM: A Global Electronic Market System,” Information Systems, Vol. 24, No. 6, 495-518.
64.Reiley, David (1999), “Auction on the Internet: What’s Being Auctioned and How?” Department of Economics, August, 1-20.
65.Resnik, Alan J. and Robert R. Harmon (1983), “Consumer Complaints and Managerial Response: A Holistic Approach,” Journal of Marketing, Vol. 47, No. 1, Winter, 86-97.
66.Richins, Marsha L. (1983), “Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study,” Journal of Marketing, Vol. 47, 68-78.
67.Simpson, Edwin K. and Ruel C. Kahler (1980-81), “A Scale for Source Credibility, Validated in the Selling Context,” Journal of Personal Selling and Sales Management, Vol. 12, No. 1, Fall-Winter, 17-25.
68.Sinha, Indrajit and Rajeev Batra (1999), “The Effect of Consumer Price Consciousness on Private Label Purchase,” International Journal of Research in Marketing, Vol. 16, 237-251.
69.Swanson, Scott R. and Scott W. Kelley (2001), “Service Recovery Attributions and Word-of-Mouth Intentions,” European Journal of Marketing, Vol. 35, No. 1/2, 194-211.
70.Swartz, Teresa A. (1984), “Relationship between Source Expertise and Source Similarity in an Advertising Context,” Journal of Advertising, Vol. 13, No. 2, 49-55.
71.Teich, J., Wallenius H. and Wallenius J. (1999), “Multiple-issue Auction and Market Algorithms for the World Wide Web,” Decision Support Systems, Vol. 26, 49-66.
72.Turban, E., (1997), “Auctions and Bidding on the Internet: An Assessment,” Electronic Markets, Vol. 7, No. 4, 7-11.
73.Turnbull, Peter W., Sheena Leek and Grace Ying (2000), “Customer Confusion: The Mobile Phone Market,” Journal of Marketing Management, Vol. 16, 143-163.
74.Varki, Sajeev and Mark Colgate (2001), “The Role of Price Perceptions in an Integrated Model of Behavioral Intentions,” Journal of Service Research, Vol. 3, No. 3, February, 232-240.
75.Wang, Kai, Eric T. G. Wang and Chi-Feng Tai (2002), “A Study of Online Auction Sites in Taiwan: Product, Auction Rule and Trading Type,” International Journal of Information Management, Vol. 22, 127-142.
76.Ward, James C. and Amy L. Ostrom (2003), “The Internet as Information Minefield an Analysis of the Source and Content of Brand Information Yielded by Net Searches,” Journal of Business Research, Vol. 56, No. 11, November, 907-914.
77.Whitehead, Jack L. (1968), “Factors of Source Credibility,” Quarterly Journal of Speech, Vol. 54, No. 1, 59-63.
78.Woodside, Arch G. and J. William Davenport (1974), “The Effect of Salesman Similarity and Expertise on Consumer Purchasing Behavior,” Journal of Marketing Research, Vol. 11, No. 2, May, 198-202.
79.Wright, Alice A. and John G. Lynch (1995), “Communication Effects of Advertising versus Direct Experience When both Search and Experience Attributes Are Present,” Journal of Consumer Research, Vol. 21, March, 708-718.
80.Wynn, George W. (1987), “The Effects of a Salespersons’ Credibility on other Salespersons and Sales Managers,” Academy of Marketing Science, Vol. 10, May, 353-358.
81.Zafer, B. Erdogan (1999), “Celebrity Endorsement: A Literature Review,” Journal of Marketing Management, Vol. 15, 291-314.