儘管網際網路與電子商務日漸普及，不確定性仍然是網路拍賣上交易的主要阻礙。在網路拍賣的交易中，不確定性與信任扮演了網路拍賣交易行為中至關重要的角色。然而，在過去文獻中缺乏充分探討不確定性以及以評價機制建立的信任。為了更進一步瞭解網路拍賣交易行為，本研究以交易成本理論為基礎，並根據交易中的代理關係所產生隱藏資訊與行為的問題提出：資訊不對稱、擔心投機行為以及擔心隱私資訊安全的構面，探討不確定性的形成；並以評價機制為信任建立技術作為降低不確定性的研究標的，提出評價機制有效性、評價機制資訊性以及評價機制可靠性，作為信任的前置因子。
為了驗證本研究所提出之研究架構，以曾經使用過網路拍賣的使用者為研究對象，經由網路問卷收集了313份樣本，透過PLS對研究模型進行實證分析，並針對研究模型進行性別分群分析。研究結果證實了不確定性與信任皆會顯著影響網路拍賣的交易意圖，其中信任可以降低不確定性；也證實了評價機制可以有效來降低代理問題。此外，在信任、不確定性與交易意圖上皆有明顯性別差異的發現。本研究結果提供實務上的建議作為賣家以及平台業者日後在經營與管理規劃之參考。

Although C2C e-commerce and online auction have been more and more popular, uncertainty is still considered as the primary barrier in online auction transaction. Among the motivations of online auction transaction, uncertainty and trust have been playing important roles. However, past studies seldom consider the effect of feedback mechanism on online auction behavior from trust and uncertainty viewpoint. In this study, the research model based on transaction cost theory and agency theory to propose a set of three antecedents of uncertainty in online auction: information asymmetry, fears of seller opportunism, and concerns of private information security. Moreover, this study viewed feedback mechanism as main trust building technology and proposed a set of antecedents of trust: effectiveness, informativeness, and reliability with feedback mechanism. The proposed structural model is empirically tested by PLS with cross-sectional data from 313 experienced users in online auction. The results showed that uncertainty and trust were both significant factors of the transaction intention. Trust could significantly mitigate uncertainty, and feedback mechanism also effectively reduce agency problem. In addition, the results demonstrated that gender differences existed in online auction behaviors. Finally, this study discusses the implications of these findings and offer directions for future research.

中文部分：
1. 吳明隆，「SPSS統計應用學習實務 : 問卷分析與應用統計」，知城數位科技，台北市， 民94。
2. 邱皓政，「量化研究與統計分析」，五南書局，台北，民91。
3. 經濟部商業司，「中華民國2008電子商務年鑑」，經濟部商業司，民98。
4. 資策會產業情報研究所(MIC) , 「2008年台灣網友行為與B2C消費發展趨勢」，2008。
英文部分：
1. Ajzen, I. and Fishbein, M. (1980),”Understanding Attitudes and Predicting Social Behavior”. NJ: Prentice Hall, Englewood Cliffs.
2. Akerlof, G. (1970),”The Market for Lemons: Quality Uncertainty and the Market Mechanism”, Quarterly Journal of Economics, Vol.84 (3), pp.488-499.
3. Anderson, E. and Weitz, B. (1989),”Determinants of continuity in conventional industrial channel dyads.” Marketing Science, Vol.8 (4), pp.310-325.
4. Antonya, S., Linb, Z., and Xub, B. (2006),”Determinants of escrow service adoption in consumer-to-consumer online auction market: An experimental study”, Decision Support Systems, Vol.42 (3), pp.1889-1900.
5. Arrow, K. J. (1971),”Theory of risk-bearing.” Essays in the Theory of Risk Bearing, Chicago: Markham, Chicago: Markham Pub. Co.
6. Ba, S. and Pavlou, P. A. (2002),”Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior”, MIS Quarterly, Vol.26(3), pp.243-267.
7. Ba, S., Whinston, A., and Zhang, H. (2003),”Building trust in online auction markets through an economic incentive mechanism”, Decision Support Systems, Vol.35, pp.273-286.
8. Bahli, B. and Rivard, S. (2003),”The Information Technology Outsourcing Risk: A Transaction Cost and Agency Theory-Based Perspective”, Journal of Information Technology, Vol.18 (3), pp.211-221.
9. Bauer, R. A. (1960),”Consumer Behavior as Risk Taking in Dynamic Marketing for a Changing World”, American Marketing Association, Chicago, pp.389-398.
10. Benjamin, R. and Wigand, R. (1995),”Electronic markets and virtual value chains on the Information Superhighway”, Sloan Management Review Vol.36 (2), pp.62-73.
11. Bergen, M., Dutta, S., and Walker, O. (1992),”Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories,” Journal of Marketing, Vol.56 (3), pp.1-24.
12. 12. Bokhari, R. H. (2005),” The relationship between system usage and user satisfaction: a meta-analysis.”, Journal of Enterprise Information Management, Vol.18 (1/2), pp.211-234.
13. Bradach, J. and Eccles, R. (1989),”Price, authority, and trust: from ideal types to plural forms.” , Annual Review of Sociology, Vol.15, pp.97-118.
14. Bradley, R. V., Pridmore, J. L., and Byrd, T. A. (2006),”Information Systems Success in the Context of Different Corporate Cultural Types: An Empirical Investigation”, Journal of Management Information Systems, Vol.23 (2), pp.267-294.
15. Chang, M. K., Cheung, W., and Lai, V. S. (2005),”Literature derived reference models for the adoption of online shopping “, Information & Management, Vol.42 (4), pp.543-559.
16. Chiles, T. and McMackin, J. (1996),”Integrating variable risk preferences, trust and transaction cost economics.” Academy of Management Review, Vol.21 (1), pp.27-99.
17. Chin, W. W., Marcolin, B. L., and Newsted, P. N. (2003),”A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-mail Emotion/Adoption Study”, Information Systems Research, Vol.14(2), pp.189-207.
18. Chiu, C.-M., Huang, H.-Y., and Yen, C.-H. (2009),”Antecedents of trust in online auctions”, Electronic Commerce Research and Applications, Vol.xxx (xxx), pp.12.
19. Chou, C. and Tsai, M. (2007),”Gender differences in Taiwan high school students's computer game playing”, Computers in Human Behavior, Vol.23 (1), pp.812-824.
20. Coase, R. (1937),”The nature of the firm.” Economica (NS), Vol.4 (16), pp.386-405.
21. Culnan, M. and Armstrong, P. (1999),”Information Privacy Concerns, Procedural Fairness, and Impersonal Trust: An Empirical Investigation”, Organization Science, Vol.10 (1), pp.104-115.
22. Dellarocas, C. (2003),”The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms”, Management Science, Vol.49(10), pp.1407-1423.
23. Dellarocas, C. (2005),”Reputation Mechanism Design in Online Trading Environments with Pure Moral Hazard”, Information Systems Research, Vol.16(2), pp.209-230.
24. Dellarocas, C. (2005), “Reputation Mechanisms”, in Economics and Information Systems.
25. Delone, W. H. and Mclean, E. R. (1992),”Information Systems Success: The Quest for the Dependent Variable”, Information Systems Research, Vol.3 (1), pp.60-95.
26. Delone, W. H. and Mclean, E. R. (2003),”The DeLone and McLean Model of Information Systems Success: A Ten-Year Update”, Journal of Management Information Systems, Vol.19(4), pp.9–30.
27. Delone, W. H. and Mclean, E. R. (2004),”Measuring e-Commerce Success: Applying the DeLone & McLean Information Systems Success Model”, International Journal of Electronic Commerce, Vol.9(1), pp.31-48.
28. DeVellis, R. F. (1991),”Scale development theory and applications”. Newbury CA: Sage Publications. pp.
29. Dewally, M. and Ederington, L. (2006),”Reputation, Certification, Warranties, and Information as Remedies for Seller‐Buyer Information Asymmetries: Lessons from the Online Comic Book Market”, The Journal of Business, Vol.79(2), pp.693-728.
30. Doney, P. M. and Cannon, J. P. (1997),”An examination of the nature of trust in buyer-seller relationships”, Journals of Marketing, Vol.61(1), pp.35-51.
31. Durkheim, E. (1964),”The Division of Labor in Society.” New York: Free Press.
32. Eisenhardt, K. M. (1989),”Agency Theory: An Assessment and Review”, Academy of Management Review, Vol.14(1), pp.57-73.
33. Falk, R. F. and Miller, N. B. (1992), “A Primer for Soft Modeling.”, in OH: University of Akron Press.
34. Fornell, C. and Larcker, D. F. (1981),”Evaluating Structural Equation Models With Unobservable Variables and Measurement Error,” Journal of Marketing Research, Vol.18(1), pp.39-50.
35. Fukuyama, F. (1995),”Trust: The Social Virtues and the Creation of Prosperity”. New York: Free Press. pp.
36. Ganesan, S. (1994),”Determinants of long-term orientation in buyerseller relationships”, Journal of Marketing, Vol.58(1), pp.1-19.
37. Garbarinoa, E. and Strahilevitzb, M. (2004),”Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation”, Journal of Business Research, Vol.57, pp.768-775.
38. Gefen, D. (2000),”E-commerce: the role of familiarity and trust “, Omega, Vol.28(6), pp.725-737.
39. Gefen, D. (2002),”Customer Loyalty in E-Commerce”, Journal of the AIS, Vol.3, pp.27-51.
40. Gefen, D., Karahanna, E., and Straub, D. W. (2003),”Trust and TAM in Online Shopping: An Integrated Model”, MIS Quarterly, Vol.27(1), pp.51-90.
41. Gefen, D. and Straub, D. W. (1997),”Gender differences in the perception and use of e-mail: an extension to the technology acceptance model”, MIS Quarterly, Vol.1(4), pp.389-400.
42. Gregg, D. G. and Scott, J. E. (2006),”The Role of Reputation Systems in Reducing On-Line Auction Fraud”, International Journal of Electronic Commerce, Vol.10(4), pp.95-120.
43. Guilford, J. P. (1965), “Fundamental Statistics in Psychology and Education”, McGraw-Hill: New York.
44. Hair, J. F., et al. (1995),”Multivariate Data Analysis with Readings”. 4th ed: Prentice-Hall.
45. Houser, D. and Wooders, J. (2006),”Reputation in Auctions: Theory, and Evidence from eBay”, Journal of Economics & Management Strategy, Vol.15 (2), pp.353-369.
46. Houser, D. and Wooders, J., Reputation in auctions: Theory and evidence from eBay. 2000, Department of Economics, University of Arizona: Tucson, AZ.
47. Huston, J. H. and Spencer, R. W. (2002),”Quality, Uncertainty and the Internet: The Market for Cyber Lemons”, American Economist, Vol.46 (1), pp.50-60.
48. Im, I., Kim, Y., and Han, H. Y. (2008),”The effects of perceived risk and technology type on users’acceptance of technologies”, Information and Management, Vol.45 (1), pp.1-9.
49. Jacoby, J. and Kaplan, L. (1972),”The Components of Perceived Risk”. In 3rd Annual Conference. Chicago: Association for Consumer Research.
50. Jap, S. D. and Anderson, E. (2003),”Safeguarding Interorganizational Performance and Continuity Under ex post Opportunism”, Management Science, Vol.49 (12), pp.1684-1701.
51. Jarvenpaa, S. L., Tractinsky, N., and Vitale, M. (2000),”Consumer trust in an Internet store”, Information Technology and Management, Vol.1(12), pp.45-71.
52. Jensen, M. and Meckling, W. H. (1976),”The Theory of the Firm: Managerial Behavior, Agency Costs and Ownership Structure”, Journal of Financial Economics, Vol.3 (4), pp.305-360.
53. Jiang, J. J., Klein, G., and Carr, C. L. (2002),”Measuring information system service quality: SERVQUAL from the other side.” MIS Quarterly, Vol.26 (2), pp.22.
54. John, G. and Weitz, B. (1988),”Forward integration into distribution:an empirical test of transaction cost analysis”, Journals of Law, Economics, and Organization, Vol.4(2), pp.101-117.
55. Josang, A., Ismail, R., and Boyd, C. (2007),”A survey of trust and reputation systems for online service provision”, Decision Support Systems, Vol.43, pp.618-643.
56. Kahneman, D. and Tversky, A. (1979),”Prospect Theory: An Analysis of Decision under Risk”, Econometrica, Vol.47, pp.263-291.
57. Keen, P. G. W. (1999),”Electronic Commerce Relationships: Trust by Design”. NJ: Englewood Cliffs: Prentice-Hall.
58. Keil, M., Mann, J., and Rai, A. (2000),”Why Software Projects Escalate: An Empirical Analysis and Test of Four Theoretical Models”, MIS Quarterly, Vol.24 (4), pp.631-665.
59. Keil, M., et al. (2000),”A cross-cultural study on escalation of commitment behavior in software projects”, MIS Quarterly, Vol.24(2), pp.299 - 325
60. Kim, Y. (2005),”The effects of buyer and product traits with seller reputation on price premiums in e-auction”, Journal of Computer Information Systems, Vol.46 (1), pp.79-92.
61. Kirmani, A. and Rao, A. R. (2000),”No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality”, The Journal of Marketing, Vol.64 (2), pp.66-79.
62. Klein, B. and Leffler, K. B. (1981),”The Role of Market Forces in Assuring Contractual Performance.” Journal of Political Economy, Vol.89 (4), pp.615-641.
63. Koller, M. (1998),”Risk as a determinant of trust”, Basic and Applied Social Psychology, Vol.9 (4), pp.265-276.
64. Kuan, H.-H. and Bock, G.-W. (2007),”Trust transference in brick and click retailers: An investigation of the before-online-visit phase”, Information & Management, Vol.44, pp.175-186.
65. Kwon, O. B., Kim, O., and Lee, E. J. (2002),”Impact of website information design factors on consumer ratings of web-based auction sites”, Behaviour and Information Technology and Management, Vol.21(6), pp.387-402.
66. Lee, Z., Im, I., and Lee, S. J. (2000),”The effect of negative buyer feedback on prices in internet auction markets.” in International Conference on Information Systems Proceedings of the twenty first international conference on Information systems. Brisbane, Australia: Association for Information Systems Atlanta, GA, USA.
67. Liang, T. and Huang, J. (1998),”An empirical study on consumer acceptance of products in electronic markets: a transaction cost model.” Decision Support Systems, Vol.24, pp.29-43.
68. Lin, C.-P., et al. (2008),”Learning the Determinants of Satisfaction and Usage Intention of Instant Messaging”, CyberPsychology & Behavior, Vol.11 (3), pp.262-267.
69. Lin, H.-F. (2007),”Measuring Online Learning Systems Success: Applying the Updated DeLone and McLean Model”, CyberPsychology & Behavior, Vol.10 (6), pp.817-820.
70. Lin, H.-F. (2008),”Determinants of successful virtual communities: Contributions from system characteristics and social factors”, Information & Management, Vol.45 (8), pp.522-527.
71. Luo, X. (2002),”Uses and Gratifications Theory and E-Consumer Behaviors: A Structural Equation Modeling Study”, Journal of Interactive Advertising, Vol.2 (2).
72. Mahaney, R. C. and Lederer, A. L. (2003),”Information systems project management: an agency theory interpretation”, Journal of Systems and Software, Vol.38 (1), pp.1-8.
73. Malhotra, N. K. (1993),”Marketing Research: An Applied Orientation.” London: Prentice Hell.
74. McKnight, D. H. and Chervany, N. L. (2001-2002),”What trust means in e-commerce customer relationships: an interdisciplinary conceptual typology”, International Journal of Electronic Commerce, Vol.6 (2), pp.35-59.
75. McKnight, D. H., Choudhury, V., and Kacmar, C. (2002),”Developing and validating trust measures for e-commerce: an integrative typology.” Information Systems Research, Vol.13(3), pp.334-259.
76. McKnight, D. H., Cummings, L. L., and Chervany, N. L. (1998),”Initial trust formation in new organizational relationships.” Academy of Management Review, Vol.23 (3), pp.473-490.
77. Milgrom, P. and Roberts, J. (1982),”Predation, reputation and entry deterrence”, Journal of Economic Theory, Vol.27 (2), pp.280-312.
78. Milgrom, P. and Roberts, J. (1992),”Economics, Organization and Management. “, Englewood Cliffs: Prentice-Hall.
79. Mirchandani, D. A., & Lederer, A. L. (2004),”IS planning autonomy in US subsidiaries of multinational firms”, Information & Management, Vol.41 (8), pp.1021.
80. Mishra, D. P., Heide, J. B., and Cort, S. G. (1998),”Information Asymmetry and Levels of Agency Relationships”, Journal of Marketing Research, Vol.35 (3), pp.277-294.
81. Myers, B. L., Kappelman, L. A., and Prybutok, V. R., A comprehensive model for assessing the quality and productivity of the information systems function: Toward a theory for information systems assessment., in Information Systems Success Measurement, E.J. Garrity and G.L. Sanders, Editors. 1998, Idea Group: Hershey, PA.
82. Niehoff, B. P. and Paul, R. J. (2001),”The just workplace: Developing and maintaining effective psychological contracts”, Review of Business, Vol.22 (1-2), pp.5-8.
83. Ong, C. S. and Lai, J. Y. (2006),”Gender differences in perceptions and relationships among dominants of e-learning acceptance”, Computers in Human Behavior, Vol.22, pp.816-829.
84. Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1988),”SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality”, Journal of Retailing, Vol.64 (1), pp.12-40.
85. Pate, J. and Malone, C. (2000),”Enduring perceptions of violation”, Human Resource Management International Digest, Vol.8 (6), pp.28-31.
86. Pavlou, P. A. (2002),”Institutional trust in interorganizational exchange relationships: The role of electronic B2B marketplaces.” Journal Strategic Information Systems, Vol.3(4), pp.215-243.
87. Pavlou, P. A. and Dimoka, A. (2006),”The Nature and Role of Feedback Text Comments in Online Marketplaces: Implications for Trust Building, Price Premiums, and Seller Differentiation”, information Systems Research, Vol.17 (4), pp.392-414.
88. Pavlou, P. A. and Gefen, D. (2004),”Building effective online marketplaces with institution-based trust”, Information Systems Research, Vol.15(1), pp.37-59.
89. Pavlou, P. A. and Gefen, D. (2005),”Psychological Contract Violation in Online Marketplaces: Antecedents, Consequences, and Moderating Role”, Information Systems Research, Vol.16(4), pp.372-399.
90. Pavlou, P. A., Liang, H., and Xue, Y. (2007),”Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal-Agent Perspective”, MIS Quarterly, Vol.31(1), pp.105-136.
91. Pfeffer, J. and Salancik, G. R. (1978),”The external control of organizations: A resource dependence perspective”. New York: Harper & Row.
92. Pitt, L. and Foreman, S. (1999),” International marketing role in organizations. “ Journal of Business Research, Vol.44(1), pp.25-36.
93. Pitt, L. F., Watson, R. T., and Kavan, C. B. (1995),”Service quality: A measure of information systems effectiveness”, MIS Quarterly, Vol.19(2), pp.173-188.
94. Quaddus, M., Xu, J., and Hoque, Z. (2005),”Factors of adoption of online auction: a China study”. In Proceedings of the 7th international conference on electronic commerce.
95. Rai, A., Lang, S. S., and Welker, R. (2002),”Assessing the Validity of IS Success Models: An Empirical Testand Theoretical Analysis”, Information Systems Research, Vol.13(1), pp.50-69.
96. Rao, A. and Ruekert, R. (1994),”Brand Alliances as Signals of Product Quality”, Sloan Management Review, Vol.36, pp.87-97.
97. Rao, A. R. and K.B.Monroe (1996),”Causes and Consequences of Price Preminus”, Journal of Business, Vol.69(4), pp.511-535.
98. Resnick, P., et al. (2000),”Reputation systems”, Communications of the ACM, Vol.43(12), pp.45-48.
99. Resnick, P. and Zeckhauser, R. (2002),”Trust among strangers in internet transactions: Empirical analysis of eBay's reputation system “, Advances in Applied Microeconomics: A Research Annual., Vol.11, pp.127-157.
100. Resnick, P., et al. (2006),”The value of reputation on eBay: A controlled experiment.” Experimental Economics, Vol.9(2), pp.22.
101. Rothschild, M. and Stiglitz, J. E. (1976),”Equilibrium in Competitive Insurance Markets: An Essay on the Economics of Imperfect Information”, Quarterly Journal of Economics, Vol.90(4), pp.629-649.
102. Rousseau, D. M., et al. (1998),”Not So Different After All: A Cross-Discipline View of Trust”, Academy of Management Review, Vol.23(3), pp.393-404.
103. Sabherwal, R., Jeyaraj, A., and Chowa, C. (2006),”Information System Success: Individual and Organizational Determinants”, Management Science, Vol.52 (12), pp.1849-1864.
104. Sako, M. and Helper, S. (1998),”Determinants of trust in supplier relations: Evidence from the automotive industry in Japan and in the United States”, Journal of Economic Behavior & Organization, Vol.34, pp.387-417.
105. Salisbury, W., et al. (2001),”Identifying Barriers That Keep Shoppers off the World Wide Web: Developing a Scale of Perceived Web Security”, Industrial Management & Data Systems, Vol.101 (4), pp.12.
106. Sambamurthy, V. and Chin, W. W. (1994),”The Effects of Group Attitudes Toward Alternative GDSS Designs on the Decision-marking Performance of Computer-Supported Groups”, Decision Sciences, Vol.25, pp.215-241.
107. Samuel, D. G., et al. (2004),”Should We Trust Web-Based Studies?” American Psychological Association, Vol.59(2), pp.93-104.
108. Sanchez-Franco, M. J. (2006),”Exploring the influence of gender on the web usage via partial least squares”, Behaviour & Information Technology, Vol.25(1), pp.19-36.
109. Seddon, P. B. (1997),”A respecification and extension of the DeLone and McLean model of IS success”, Information Systems Research, Vol.8(3), pp.240-253.
110. Shapiro, D., Sheppard, B. H., and Cheraskin, L. (1992),”Business on a handshake”, Negotiation Journal, Vol.8 (4), pp.365-377.
111. Shapiro, S. P. (2005),”Agency Theory”, Annual Review of Sociology, Vol.31, pp.263-284.
112. Sharma, D., et al. (2008),”A higher-order model of risk propensity”, Journal of Business Research, Vol.62 (7), pp.741-745.
113. Shaw, N., DeLone, W., and Niederman, F. (2002),”An Empirical Study of Success Factors in End-User Support”, DATABASES Advances in Information Systems, Vol.33(2), pp.41-57.
114. Simon, H. (1946),” The proverbs of administration.” Public Administration Review, Vol.6(1), pp.53-67.
115. Singh, J. and Sirdeshmukh, D. (2000),”Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments”, Journal of the Academy of Marketing Science, Vol.28(1), pp.150-167.
116. Spence, A. M. (1975),”The economics of internal organization: An introduction. “ Bell Journal of Economics, Vol.6, pp.163-172.
117. Spence, M. (1973),”Job Market Signaling”, Quarterly Journal of Economics, Vol.87(3), pp.355-374.
118. Sriram, V., Krapfel, R., and Spekman, R. (1992),”Antecedents to buyer–seller collaboration: an analysis from the buyer’s perspective.”, Journal of Business Research, Vol.25, pp.303-321.
119. Stafford, M. R. and Stern, B. (2002),”Consumer Bidding Behavior on Internet Auction Sites”, International Journal of Electronic Commerce, Vol.7(1), pp.135-150.
120. Steiner, I. (2005),”A look back at the online auction industry in 2004. Auction Bytes: The Independent Trade Publication for Online Merchants”,http://www.auctionbytes.com/cab/abu/y205/m01/abu0134/s02.
121. Steinfield, C. and Whitten, P. (1999),”Community level socioeconomic impacts of electronic commerce”, Journal of Computer-Mediated Communication, Vol.5(2).
122. Stern, B. B., et al. (2008),”Consumer acceptance of online auctions: An extension and revision of the TAM”, Psychology and Marketing, Vol.25(7), pp.619-636.
123. Stern, B. B. and Stafford, M. R. (2006),”Individual and social determinants of winning bids in online auctions”, Journal of Consumer Behaviour, Vol.5(1), pp.43-54.
124. Stewart, K. L. (2003),”Trust transfer on the World Wide Web.” Organization Science, Vol.14 (1), pp.5-17.
125. Teo, T. S. H. and YuanyouYu (2005),”Online buying behavior:a transaction cost economics perspective”, Omega, Vol.33, pp.451-465.
126. Tirole, J. (1996),”A theory of collective reputations (with applications to the persistence of corruption and to firm quality)”, The Review of Economic Studies, Vol.63(1), pp.22.
127. Torkzadeh, G. and Dhillon, G. (2002),”Measuring Factors that Influence the Success of Internet Commerce”, Information Systems Research, Vol.13(2), pp.187-204.
128. Utz, S., Matzat, U., and Snijders, C. (2009),”On-line Reputation Systems: The Effects of Feedback Comments and Reactions on Building and Rebuilding Trust in On-line Auctions”, International Journal of Electronic Commerce, Vol.13(3), pp.95-118.
129. Venkatesh, V. and Morris, M. G. (2000),”Why don't men ever stop to ask for directions?. Gender, social influence, and their role in technology acceptance and usage behaviour”, MIS Quarterly, Vol.24(1), pp.115-140.
130. Walley, M. J. C. and Fortin, D. R. (2005),”Behavioral outcomes from online auctions: reserve price, reserve disclosure, and initial bidding influences in the decision process”, Journal of Business Research, Vol.58(10), pp.1409-1418.
131. Wang, K., Wang, E. T. G., and Tai, C. F. (2002),”A Study of online auction sites in Taiwan: product, auction rule, and trading type”, International Journal of Information Management, Vol.22, pp.127-142.
132. 132. Williamson (1975),”Markets and Hierarchies, Analysis and Antitrust Implications,”. New York: Free Press.
133. Williamson (1979),”Transaction cost economics: the governance of contractual relations.” Journal of Law and Economics, Vol.22(29), pp.233.
134. Williamson (1985),”Economic institutions of capitalism.” New York: Free Press.
135. Williamson, O. E. (1981),”The economics of organization:the transaction cost approach.” American Journal of Sociology, Vol.87(3), pp.548-577.
136. Wilson, R. (1968),”On the theory of Syndicates”, Econometrica, Vol.36(1), pp.119-131.
137. Yang, J., Hu, X., and Zhang, H. (2007),”Effects of a reputation feedback system on an online consumer-to-consumer auction market”, Decision Support Systems, Vol.44, pp.93-105.
138. Yang, Z. and Jun, M. (2002),”Consumer Perception of e-Service Quality: From Internet Purchaser and Non-Purchaser Perspectives”, Journal of Business Strategies, Vol.19(1), pp.19-41.
139. Yen, C.-H. and Lu, H.-P. (2008),” Effects of e-service quality on loyalty intention: an empirical study in online auction”, Managing Service Quality, Vol.18(2), pp.127-146.