A Study of Relationship Model with Perceived Factors, Purchase Motivation and Intention on the Online Auction Website

• Main Authors: Wu, Shin-Yun, 吳詩韵
• Other Authors: Lin, Feng-Jenq
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/64026111783025894111

碩士 === 國立宜蘭大學 === 應用經濟與管理學系經營管理碩士班 === 100 === With the rapid development of internet, it provides the basic of the development of E-commerce that becomes second most important sales channels in addition to B&M(Brick and Mortar). It is particularly interesting for the rapid growth of online auction. Besides, its huge market potential will be the important channels of consumer shopping. Therefore, according to the internet auction businessmen and seller, it’s important to understand the factors of influence of buyers purchase motivation and intention. Therefore, this study is based on the internet auction buyers’ cognitive approach to have the relationship model of perceived usefulness, perceived ease of use, perceived risk and purchase motivations to do the empirical analysis. At the same time, it through AMOS to conduct different internet auction’s relationship model has effect of interference or not and to compare with their incidences. The results showed that (1) Perceived Ease of Use and t Perceived Usefulness were positive influences purchasing motivations; (2) Perceived Ease of Use positive influences Perceived Usefulness; (3) purchasing motivation positive influences purchasing intentions; (4) perceived risk negative influences purchasing intentions. Further found that: (5) different Internet auction site on the overall pattern of interference effects.