A Study of Antecedent Factors of Bidding Intention at Online Auction

• Main Authors: CHIH TSUNG LIN, 林志聰
• Other Authors: MING TA TSAI
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/84640883444815611923

碩士 === 佛光人文社會學院 === 資訊學系碩士班 === 94 === Abstract The online auction in recent day, have been a hot and popular topic. Through the bargain platform that the online auction provides, let numerous buyers and sellers an investigation unexpectedly, just because of such, the network trading also starts developing. Through the bargain behaviors in the online auction, the sellers of the various occupations compete each other, and the buyers’ purchases choices are also more and more complicated, and they even need to deal with various information. Eventually, if the buyer and sellers can trust each other and complete the bargain, and then it will benefit for the both parties. This research first decides some important bidding factors of consumers’ bidding aspiration on the online auction by the explorative method. Then I grope for these important bidding factors and start to proceed to experiment and date analysis. After making the interview by the explorative method, inquire about the influence of the information source upon the consumers’ behavior on the network auction in this research, categorize the exterior information of the consumers as the information of selling exhibition, gold flow, merchandise, the seller. The information includes the selling exhibition style, selling exhibition headline, the popularization of selling exhibition, merchandise price, expenses of delivery, method of payment, merchandise headline, merchandise photograph, merchandise information, new or old merchandise, questions and answer, the information of sellers, and the evaluation of sellers. . The online auction brings many merchandise selectivities and convenience for the consumers, but oppositely the increment of uncertain risk factors is avoidless because the anonymous relationships cause the deceiving events. So, the trust degree that trades the both parties also will be a very important factor. Consumers in the network, make the merchandise information that the sellers provide to be used as the valuation of purchasing the decision. If the consumers of online auction want to choose a good and trustworthy seller, they should notice the three things thereinafter: First, whether the sellers’ evaluation reaches the certain level or not can be measured by the evaluation of many sellers that sell the same merchandise, and also can be measured by the ruler in oneself’s heart and decide whether you can trust the sellers or not. Second, whether the photography of merchandise is taken professionally and process the professional and extra work or not depend on the diligent management of the sellers in their selling exhibitions. If the photography are textural, it ill attract the vision of consumers and they will add to the list of Favorite sellers. Third, is the trading way of business in “About me” of sellers clear at a glance? The consumers can choose the good selling exhibition and clear trading way of business in “About me” of sellers, so the consumers can understand clearly and feel that the seller’s attitude toward online auction is very professional. If the consumers at the time of carrying on browsing with the bidding behavior, can notice these problems, this research thinks that it can reduce many risks and the uncertain factors, and it also can increase the consumers’ trustworthy attitude toward sellers. So, these above-mentioned several kinds of reference basis should be noticed when the consumers bid any kind of merchandise on the onlineauction.