臺灣博碩士論文加值系統

歷經西元2000年網路泡沫化陰霾之後，電子商務的獲利模式已漸趨成熟。在眾多電子商務模式中，「線上拍賣」是其中表現較為出色的一環。以全球最大拍賣網站eBay為例，2005年全年營業額達45.52億美元、淨利為10.82億美元，面對如此龐大的商機，確實有必要進行相關之研究。
本研究以4P行銷組合及競爭策略的角度來探討線上拍賣，研究目的是希望透過行銷策略的制定來幫助賣方提升拍賣成交率與結標價格。依據eBay線上拍賣網頁所能觀察到的行銷計劃，以「推論統計」方式來進行策略檢定，並利用「敘述統計」方法來分析資料。
研究結論建議賣方使用「集中成本領導」策略─以低價起標來聚集買方人氣，藉以提高競標人數，進而提升成交價格，並在拍賣網頁中詳細交代商品的販賣原因。最後應用Pearson相關分析找出顯著因子，以複迴歸分析方法建構拍賣成交率之預測模型。

Making a profit from e-commerce is becoming mature after A.D. 2000. Online auction is one of successful business model on e-commerce. For example, eBay’s business volume is 4.552 billion dollars, and net profit is 1.082 billion dollars in 2005. This reminds us to do further research in this area.
This research investigates the marketing strategies of online auction with 4P strategies and competitive strategy. The purpose of this study is to increase successful rate and raise final bid for online auction with effective marketing strategy. We search marketing plans from eBay, and to evaluate these plans by using “Inferential Statistics”, and conduct data analysis with “Description Statistics”.
From the results of data analysis, we suggest seller to focus in cost leadership strategy. To start with a lower price, it will attract more buyers, and increase final bid in auction. Besides, we suggest seller to describe the reasons of selling on web. Moreover, this study applies “Pearson’s correlation”, and multiple regression to construct a forecast model of successful rate.

目錄
摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
圖目錄 vii
表目錄 ix
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與目的 3
1.3 研究架構 4
第二章 文獻探討 5
2.1 線上拍賣的主要議題與處理機制 5
2.1.1 檸檬問題(Lemons Problem) 5
2.1.2 贏家詛咒(Winner’s curse) 6
2.1.3 信用評價(Feedback Score) 7
2.1.4 一元起標(One cent start) 9
2.1.5 最後一刻出價(Last minute bidding) 9
2.1.6 立刻買(Buy it now) 10
2.2 類似文獻比較 11
2.3 eBay拍賣制度介紹 12
2.3.1 買賣雙方參與拍賣過程介紹 13
2.3.2 信用評價機制 18
2.3.3 台美制度差異 19
2.4 行銷策略 20
2.4.1 4P行銷組合策略 20
2.4.2 競爭策略 24
第三章 研究方法 27
3.1 研究流程與步驟 27
3.2 樣本選擇 29
3.3 行銷計劃之訂定與量化 29
3.4 研究假設 37
3.5 統計檢定 39
3.6 迴歸分析 40
第四章 研究結果與分析 41
4.1 資料來源 41
4.2 分析項目 42
4.3 敘述性統計分析 43
4.3.1 地域別行銷計劃差異 43
4.3.2 價位別行銷計劃差異 46
4.3.3 賣方別行銷計劃差異 48
4.4 統計檢定分析 52
4.4.1 檢定流程 52
4.4.2 成交率檢定 55
4.4.3 高價成交率檢定 56
4.5 台灣行銷策略驗證 57
4.6 台美檢定結果比較 60
4.7 成交率預測模型 64
第五章 結論與建議 67
5.1 結論 67
5.2 研究貢獻 69
5.3 研究限制 70
5.4 未來研究方向 70
參考文獻 71

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