| Summary: | 碩士 === 國立高雄科技大學 === 財富與稅務管理系 === 107 === The use of webcasting in the form of sales of commercial activities, called "live auction", which adds a lot of practicality and attractiveness to the business model. Compared with the traditional marketing methods, live auctions have become popular in recent years, also create greater business value for sellers.
This study conducted a questionnaire survey, distributed questionnaires to the public from 18 to 50 years old, and collected data from the questionnaires to conduct quantitative analysis with AMOS to explore the development of Facebooks live broadcast platform and the purchase behavior of young ethnic groups in live auctions.
According to the research results, most people under the age of 30 will affect the amount they are willing to spend because of insufficient income. The people under the age of 30 which ratio of the time and the frequency of each viewing below is more than over 30 years old. The people under the age of 30 often use online live auctions to shop, and the times more than over 30 years old. The most item which bought by under the age of 30 is clothing (14.96%), and then is jewelry (2.33%). The most item which bought by over the age of 30 is food (12.71)%), and then is clothing (11.05%). Whether it is under 30 or over 30, the two issues that most value and feel that need improvement are product quality and integrity issues.
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