臺灣博碩士論文加值系統

隨著科技進步與時間推移，網路拍賣已成為近年來最熱門的商業活動之一。網路拍賣的商機無限且給予每個人自行創業的機會，並且是個不同於傳統實體的全新商業活動。因此本研究將探討網路拍賣環境中消費者類型和網路拍賣促銷策略間之關係。
對消費者類型、網路拍賣、網路拍賣促銷策略三方面進行文獻的蒐集與探討，進而從文獻中選擇”對價格、人際關係和網路科技的重視程度”作為分類消費者之依據; 而選擇將促銷分為金錢性促銷策略和非金錢性促銷策略作為網路拍賣促銷策略的兩大分類，再輔以現今網路拍賣經常使用之促銷策略作為探討之變數。
分別經由紙本和網路問卷的發放，收集曾經有網路拍賣購買經驗之消費者資料，以進行後續主題之分析。透過集群分析將消費者分成四大類型: 一. 科技型消費者 二.面面俱到型消費者 三.人際型消費者 四. 傳統型消費者。緊接著使用百分比分析，了解此份研究中消費者之基本人口統計資料以及網路消費行為。並透過卡方檢定與單因子變異數分析探討四種類型消費者各具有何種特性以及四種類型消費者對各促銷策略之偏好。
最後對統計分析結果加以探討並做結論。且根據統計分析結果，針對四種消費者類型的特性和偏好，給予網路拍賣賣家促銷策略制定與執行之參考。期望能對網路拍賣賣家或有心投入此市場之人，有所助益。

Online auction is one of the most popular business activities recently. There is large business opportunity in online auction and everyone can creates own business through online auctions. Furthermore, online auction is totally different with traditional physical business. There are new business skills in online auction; therefore, this study will investigate the relation between consumer typologies and online auction promotional strategies.

Review the literatures of consumer typologies, online auction and online auction promotional strategies, and then choose “Value Degree to Price, Personalizing and Online Technology” to classify consumers. Further, separate online auction promotional strategies into Monetary and Non-monetary promotional strategies, and add the promotional strategies which are often used in reality to be the analysis factors.

Conduct the descriptive analysis to the demographic variable of the investigated consumers. And then, use cluster analysis to classify the investigated consumers into four typologies: 1. Technological consumers 2. Well- rounded consumers 3. Personlizing consumers 4. Traditional consumers. Next, use one-way ANOVA analysis to compare the different pricing strategies to the different consumer typologies and conduct chi-square test to analysis the different consumer typologies.

Finally, make a conclusion and provide some suggestions of promotional strategies to online auction sellers according to the characters and preference of the four consumer typologies.

I. INTRODUCTION
1.1 Research Background and Motivation
1.2 Research Objectives
1.3 Research Scope
1.4 Research Process
II. LITERATURE REVIEW
2.1 Consumer Typologies
2.2 Online Auction
2.3 Online Auction Promotional Strategies
III. RESEARCH METHODOLOGY
3.1 Research Framework and Research Hypotheses
3.2 Variable and Operational Definitions
3.3 Design of Questionnaire
3.4 Analysis Method
IV. RESEARCH ANALYSIS
4.1The Reliability and Factor Analysis
4.2 The Demographic Variable of Investigated Consumers
4.3 The Cluster Analysis of Consumer Typologies
4.4 The Differential Analysis of Consumer Typologies
V. CONCLUSIONS AND SUGGESTIONS
5.1 Research Conclusions
5.2 Research Suggestions
5.3 Research Limitation and Future Direction
REFERENCES
APPENDICES
Appendix A Questionnaire in English
Appendix B Questionnaire in Chinese

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