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1、重庆大学硕士学位论文英文摘要ABSTRACTWiththeadvantagesoflowercost,higherefficiency,fasterresponse,conveniencefactoraswellaswithouttimelimitation,theOnline-auctionhasgaineditspopularitywithinindividualandinthecorporateworld.However,fraudinE-tradinghasbecomeamajorcomplaintintheon-lineauc
2、tionfield,anditgotevenworseinrecentyears.InordertoimprovetheE-tradingefficiency,andtoreducetheinformationunsymmetry,manyonlineauctionwebsiteshaveadoptedtheOnline-Feedback-System(OFS)toevaluatetheonlinetrader‘scredibility.AlthoughthisOFSsystemiseffectiveintermsofestablishi
3、ngthetrustamongtheonlinetraders,butitalsocomeswithitsowndeficiencies.Oneofthemajorissueislackingofthefeedbackorreviewsonthevendorsfromthecustomerswiththepersonalinvolvementonthetradingduetoaninsufficientrewardingsystemontheon-lineauctionreviews.Theaccumulationofthereviewi
4、nformationiscrucialtomeasurehowsuccessfulistheOFSsystem.Itisparamounttogetthecustomer‘sinvolvementontheonlineauctionreviews,thereforeitisverycriticaltoinvestigatethefactorsthatwillimpactthecustomer‘sparticipationoftheonlineauctionreview,inthisstudy,theinvestigationwillcon
5、ductedfromboththeoryandcustomersurveystandpointofviews.Weestablishedourresearchhypothesisbasedupthesocialexchangetheory,socialcognitivetheoryplusresearchliteratureinthefieldofknowledgecontributionandelectronicword-of-mouth(EWOM),thenwewillverifythosehypothesisbyanalyzingt
6、heeffectofcost,benefit,outcome,expectationandcustomer‘se-tradingsatisfactionontheintentionofconsumerinformationcontributiontoOFS,sotoidentifywhatistheantecedentsofcustomersparticipatinginon-lineauctionreviews.WeuseduniversitystudentsasourresearchsubjectsandemployedStructu
7、ralEquationModelingtoempiricallyidentifyfactorsthatinfluencecustomer‘sintentionofinformationcontributiontoOFS.ANOVAanalysiswasalsoutilizedtoperformthestandarddeviationstudyontheintentionofcustomer‘sparticipatinginonline-auctionreviewonthecustomer‘setradingsatisfaction.Int
8、heend,recommendationisgiventotheOFSoptimizationdesign.OurstudyresultsbyStructuralEquationModelin
