| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 95 === Online auction market in Taiwan has gaining momentum continuously. Based on the newest research of MIC (Market Intelligence Center) in 2007, total amounts of Taiwan online auction transaction are expected to reach ＄78.3 billion, growing by 51.8％ percent from last year. It has shown that online auction market is developing nationwide. However, previous literatures focus on reasons why consumers were willing to bid and how their bidding intentions were affected by some factors. In addition, online auction has uncertainties and variables itself through the process of time. Thus, for consumers, what kind of reactions would they have? Whether they convert their perceived value towards products and whether perceived value influences their bidding intention?
This research’s main framework is according to Zeithaml’s theory about the influence on consumers’ perceived value of the products, which is aimed to discuss how the external property (online word-of-mouth, bidding atmosphere, etc.) affect the perceived value of the consumers, and thus affect their online bidding intention. The research is based on the experimental design method to prove the hypothesis. By giving out questionnaires on the simulate auction website, we have reached the following conclusions:
1. Positive public praises, compared to negative ones, get higher perceived value of the consumers.
2. The bidding atmosphere of an auction with more bidders, compared to that of one with fewer bidders, get higher perceived value of the consumers.
3. More psychological endowments, compared to fewer ones, get higher perceived value of the consumers.
4. Perceived value has positive influence on bidding intentions.
5. Perceived value has intermediate effects among online word-of-mouth, bidding atmosphere, psychological endowments and bidding intensions.
Therefore, the research suggests online auction dealers offer finer forums and better managements; use more promotional activities to create the bidding numbers for the auction; get a better understanding of psychological process of bidders. As for sellers, they should facilitate the consumers to search for relevant information of the products and give them a feeling that they can possess the goods without delay. Moreover, consumers’ bidding intentions will increase provided that the numbers of bidders increase.
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