隨著網際網路的快速發展，人們的購物習慣漸漸改變，越來越多消費者選擇在線上環境中購物，但卻常遇到許多賣家販賣相同產品，此時，消費者該如何選擇賣家？本研究以問與答數量的角度探討消費者在線上拍賣平台對賣家的知覺規模、信任及對賣家的購買意願之關係。本研究採用實驗室實驗法，操弄問與答的數量，藉以量測消費者對於問答數不同的賣家，對其知覺規模的判定對賣家的信任以及對賣家的購買意願。實驗共募集132位受試者，研究結果發現，當消費者面對0則問答數的賣家時，其知覺的賣家經營規模顯著低於31則問答以及1507則問答，消費者對賣家的知覺規模越大，對其信任程度也越高，且消費者對賣家的信任越高，選擇向該賣家購買的意願也會提高。本研究在理論意涵上，驗證較多問答數量的賣家其知覺規模較大，也再次驗證信任亦是影響消費者選擇賣家的其中一項因素；而在實務意涵上，對賣家而言，在商品說明中引導消費者提出疑問以增加賣場的問答數量，藉此讓其知覺規模提高，進而提升信任及對賣家購買的意願。
With the rapid development of the Internet, more and more people are used to shopping online and they face lots of sellers sell the same products. How consumer choose the ideal seller in this situation? The research explores the relationship between the perceived size, trust and purchase intention to the seller in consumers' online auction. We have 132 subjects in the experiment and research shows that 0 Q&A seller’s perceived size is lower than 31 Q&As seller and 1,057 Q&As seller. The high perceived size shows that the consumers have a high level of trust and purchase intention to the seller. In theoretical implication, the research verifies more QA sellers have larger perceived size and the trust is one of factors affecting which seller has been chosen by the customer. In practical implication, products’ description induces consumers to ask questions to increase the QA quantities and thereby increases perceived size to enhance the trust level and purchase intension to the seller.
