影響年輕拍賣網站競標者購物行為之因素探討—以Yahoo!奇摩拍賣網站為例

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Title:	影響年輕拍賣網站競標者購物行為之因素探討—以Yahoo!奇摩拍賣網站為例
Other Titles:	Factors Affecting the Youth's Purchasing Behaviors of On-line Auction Bidding--The Case of Yahoo! Kimo Auction Website
Authors:	陳儷今 Chen, Li-chin
Contributors:	傳播管理學研究所邱魏頌正 Song-zan Chion Wei
Keywords:	動機特徵;線上拍賣 On-line Auction;motivational characteristics
Date:	2003
Issue Date:	2015-06-17 14:52:14 (UTC+8)
Abstract:	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.
Appears in Collections:	[Department of Communication] Disserations and Theses

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