網際網路打破了空間與時間的限制，因此新興的電子商務也成為資訊社會中一種嶄新的商業行為。在此環境中網路競標逐漸形成一種新的網路消費的模式。過去的相關研究大都著重於網站的經營及消費者購物意願，甚少談論消費者於拍賣網站之購物行為。本研究試圖探討影響年輕競標者於Yahoo!奇摩拍賣網站上購物行為之因素。利用問卷調查170位網路競標者，發現競標者具備購物便利性與價格知覺性等特徵，越容易於拍賣網站上競標購物。拍賣網站功能中，以資訊性、便利性與經濟性之滿足對年輕競標者購物行為有顯著影響。最後本研究提出一些重要建議，提供給實務界及後續研究者之參考。 The Internet-based E-commerce has become more and more popular business practice in our society as it breaks the boundary of time and space. Among the activities of E-commerce, on-line bidding is growing rapidly. Previous research put emphasis on the internet website management and consumers' shopping intention, but rarely dealt with consumers' purchasing behaviors of on-line auction. This research attempts to explore the factors affecting the young bidders' purchasing behaviors of on-line auction using Yahoo!kimo as an empirical instance. We carry out a survey of 170 on-line auction bidders, and find that bidders with the characteristics of shopping convenience and price perception are more likely to engage in on-line auction purchasing. Gratification of information, convenience and economics are proven to have significant effects on purchasing behaviors. Finally, our research draws some important manager's implications for real business practices.
