A Study on Media Using and Communication Strategies of Auction Sellers —Taking Yahoo! Auction as an Example

• Main Authors: Hung-Yi Yu, 尤鴻翼
• Other Authors: Chin-Chih Chiang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/6p4mgk

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 96 === Web 2.0 has attracted people’s attention in recent years. The man of the year introduced in Time magazine in year 2006 was shown differently from the way they used to be, which was listing one or several celebrities. The cover of Time magazine 2006 number was a reflective mirror. Readers could see themselves on the magazine through the mirror. This represented the man of the year was everyone who was connected through the Internet, which means “YOU”. This number of magazine showed the importance of making the content of Internet constructed by the users a force propelling the modern world, which is also the most essential characteristic of Web 2.0. Besides Web 2.0, Network auction is a growing business. The course of running the Network auction involves the use of many communication media. The oncoming media interaction mode of Web 2.0 has insensibly permeated through the Network auction with the application of communication media. Nevertheless, researches discussing about the integration of Web 2.0 and Network auction are rarely seen. The use of communication media on the Internet will certainly change while influenced by the characteristics of Web 2.0, and it will eventually affect the communication status of buyers and sellers. The changes and influences within the course gave rise to the attention of this research. Base on the Internet environment mentioned above and focus of our concern, two questions will be discussed in our research: (1) In the age of Web 2.0, what kind of communication media will be used by those who runs Network auctions? What are the characteristics of these media? (2) What kinds of communication tactic were developed by proprietors to response to the environment of the Network auction nowadays? When are those tactics used and how? Aiming at these questions, the research adopted the tactics of case study. We chose the best established and the most representative Network auction in nation, “Yahoo! Kimo Network auction”, as the research field. The method used in the research to collect information was deep interview, and it is assisted by the analysis of the proprietors’ auctioning web pages to compensate for the insufficient information from the interview. This research discovered that different communication tactics was applied in different stages of trades: (1) Browsing stage: “increasing the rate of being searched” and “giving rise to interests.” (2) Consulting/ bargaining stage: “customer first” and “according with set interest.”(3) Dealing/ delivering stage: “comprehensive information” and “speed is the priority.”(4) Evaluating stage:” compliments first” and “friendliness is conductive to success business.” As for the limitations and insufficiencies of the research, it includes: (1) the probing into theories; weak extension of media theories (2) interviewees’ lack of representative in the cases studied (3) new online trading platform are rising in the research field.