| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 96 === The online auction is in a stable development stage recently. Simultaneously, female expenditure is promoted year by year so that many internet marketing specialists start to attach great importance to female consuming potential. Although the great advantage of online auction are alternative and variety, but security and privacy are the primary factors that consumers always worried about. Further, consumers worry about expectance difference of product, bad quality of product, or losing money.
For vendors, many online stores are in the red because of the trade risk in online system. We know perceived risk is the primary factor which baffled consumer to process online shopping. Thus, this research continues to study if the effect of perceived risk will influence the purchase intention of female consumers in online auction. Further, if the risk will affect female trust, characteristics of website, and the seller reputation in online auction.
The survey is given in Yahoo! Auction and Ruten two websites that are the most popular ones in Taiwan. The sample is Taiwan female internet consumers who only had reviewed the auction website. There are two kinds of questionnaires which include paper and internet, the former one is given to the Kun Shan female students and the later one is given to the female consumers of the BBS stations in Taiwan.
The results of this research indicated that financial/performance perceived risk negatively affected consumers’ purchase intention in online auction. Similarly, privacy perceived risk negatively affect consumers’ purchase intention. Finally, online seller’s reputation can win female consumers to bid, even if those consumers have financial/performance perceived risk.
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