| Summary: | 碩士 === 靜宜大學 === 企業管理研究所 === 93 === ABSTRACT
On-line auction has been becoming popular, growing rapidly. Being different from other industries, it is the workpeople and the public who make a fortune by online auction, not the entrepreneurs and factory owners. And most of the products auctioned online are second-hand. So, it is important for the intermediaries who run the website or the businessmen who run the website auctioning to exploit the trading factors and their influences on the dealings between buyers and sellers.
One of the two purposes of the research is to get a grip of the trading factors and their influences on the trade between buyers and sellers; the other is to consider the influences of new/old products on the buyers and seller before/after the auction. The factors attributed to buyers are “price”, “seller’s repuatior”, “psychological benefits”, and “convenience;” while the factors to sellers are “transaction cost”,” price”, and “convenience”.
The research findings are as follows:
1.There are significant differences between the effects of trading factors-- “price,” “psychological benefits,” “seller’s repuatior,” and “convenience” of the buy side on dealings.
2.There are significant differences between the effects of trading factors— “transaction cost,” “price,” and “convenience” of the sell side on dealings.
3.There is significant effect of product category on the factors attributed to buyers, including “price”, ”supplier repuatior”, “psychology benefits”, and “convenience”.
4.There is significant effect of product category on the factors attributed to attributed to sellers, including “transaction cost”, ”price”, and “convenience”.
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