The Influence of Website Purchasing Environment, Purchase Involvement, and Perceived Risk on Online Bidding Intention for the Auction Website Users

• Main Authors: Han Kun Hsien, 韓昆憲
• Other Authors: 陳亭羽
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/97236845968578540394

碩士 === 長庚大學 === 企業管理研究所 === 92 === Online auction has become a major trend in Taiwan in recent years. The reason why the amounts of memberships and browsing the online auction sites have continuously increasing is that people have started to feel safe and convenient to shop online while customers have rarely gone to physical selling places during the SARS. Since the online-auction market has become matured, the owners of online-auction sites have marketed their online-auction sites actively by different advertising methods, especially by using TV and paper commercials to increase the brand awareness and to attract more memberships. The online-auction market in Taiwan has grown rapidly due to the competition between two major online-auction sites. The well-developed future of online-auction is expected; however, it is still not growing as expected because of the Internet fraud. Due to the endless internet-fraud cases, there are many worries between both sellers and buyers. Those worries also become obstacles and risks for online-auction sites’ members to be willing to get involved deeply. For example, buyers will be worried about not receiving the products after sending in the money, or revealing the personal information that can be used falsely by others, or receiving different products as described. The main purpose of this research is to find out what level of perceived risk the online-auction users have been acknowledged of. At the same time, I will use cluster analysis to organize people into several categories by what characteristics of websites they are usually looking for. The involvement with purchase is also one of the variables of online auction, and will be discussed in this research in order to understand the relationship between different levels of involvement with purchase and different levels of perceived risk. Finally, this research will also analyze if any of variables mentioned above will affect the desire of online-auction users to continue using the online-auction services.