| Summary: | 碩士 === 實踐大學 === 貿易經營研究所 === 92 === Due to the rapid improvement of online auction websites, online auction websites have been so popular to the Internet users in these years. Besides, the commercial advertisements have brought the introduction of online shopping to consumers and led a trend of popularity. Meanwhile, the multi-choices of products have also attracted consumers’ attention. However, the reason that these consumers prefer to browse the online auction websites lies in two motivations which are utilitarian motivation and non-utilitarian motivation. In the viewpoint of utilitarian motivation, consumers’ fulfillment of online shopping will be effected by the practical utility of products. However, the nature of products, according to the past research, have brought consumers the practical utility and also created pleasure during the process of purchasing. To compare shopping behaviors on the online auction websites with ones in the real stores, browsing the online auction websites is similar to having a widow shopping in the real stores. Therefore, one focus of this study is to discuss the content of consumers has not been created by the practical utility of the products but the scenario effect of the websites.
The motivations of information searching could be divided into hedonic motivation and utilitarian motivation. During the window shopping, hedonic motivation offers consumers emotional pleasure in beauty and imagination. As for utilitarian motivation, it contents consumers’ utilitarian need with bringing the practical utility of products. However, the past researches were mainly discussing on the issues of online searching or consumer value of online shopping and rarely focus on the relation of consumers’ motivations, website browse and purchase intention. Especially hedonic motivation, it is an important concept but has not been seriously studied.
Based on the above reasons, this study discusses the influence to browse frequency of online auction websites and purchase intention based on hedonic motivation and utilitarian motivation. With the study result of hedonic motivation is to understand the influence to websites browse and consuming behavior respectively. Furthermore, this study is to provide academic suggestions and practical suggestions.
The questionnaires of this study had been surveyed the students of Rijksuniversiteit Groningen and Hanzehogeschool voor Groningen in the Netherlands. Finally, the result of this study has proven that hedonic motivation and utilitarian motivation consist in both browse frequency of online auction websites and purchase intention and shown a positive influence. This finding could facilitate the maintainers of online auction websites to construct the websites contents and functions toward different consumers’ motivations.
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