| Summary: | 碩士 === 南台科技大學 === 資訊管理系 === 98 === With the advancement of Internet technology, online shopping behavior flourishes. However, the lack of trust on the Internet is still the main reason to hinder the consumers’ acceptance of electronic commerce as a shopping channel. In addition, while trading on the Internet has become a trend, the dispute regarding money, goods and service quality could also be arised.
Data for this study was gathered from Yahoo! reputation system in Taiwan. The product category of Women dress and computers were selected as two sample categories because of its high purchase rate and high price respectively. Current study had collected 6,613 negative comments in total. Based on these comments, the consumers’ complaint framework in Taiwan Internet auction market was suggested. The complaints were grouped into five major categories: receiving items, item received, returning items, communication, and face-to-face transactions.
The results of current study can provide some insights for both potential buyers and sellers regarding how to manage good customer relationship on Internet auction market
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