隨著網路科技進步，造就網路拍賣行為的蓬勃發展。但是網路購物缺乏真實性，依然是大眾接受電子商務的一種阻礙。在臺灣網路上進行交易已經成為一種正常現象，但買賣交易會產生金錢、物品與服務品質上的糾紛。
本研究以臺灣YAHOO!奇摩網路拍賣商場的評價紀錄系統為案例，針對購買率最高的「女裝與服飾配件」與高價位產品的「電腦軟硬體與PDA」進行蒐集線上抱怨樣本，總共蒐集6,613份負面評價訊息。本研究採用內容分析法，整理出台灣現今網路拍賣中最常見之消費行為而產生的抱怨類型。本研究將線上抱怨分成五大類：「收到物品與否的問題」、「物品問題」、「償還問題」、「訊息溝通問題」及台灣網路拍賣特有的「面交問題」。根據本研究分類架構所整理出的常見抱怨類型及例子，目的在提供潛在的買家及未來或現在的賣家一些中肯的建議，藉以維繫良好的顧客關係。

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

摘要 iv
英文摘要 v
誌謝 vi
目次 vii
表目錄 x
圖目錄 xii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
第二章 文獻探討 4
2.1 抱怨行為定義 4
2.1.1 消費者抱怨行為定義 4
2.1.2 消費者抱怨行為分類 4
2.1.2.1 Day與Landon的抱怨 4
2.1.2.2 Day的抱怨分類 5
2.1.2.3 Singh的抱怨分類 6
2.1.2.4 郭崑謨與闕河士的抱怨分類 7
2.1.2.5 賴其勛的抱怨分類 7
2.1.2.6 Davidow與Dacin的抱怨分類 8
2.1.2.7 藍政偉的抱怨分類 8
2.2 網路拍賣 11
2.2.1 網路拍賣的定義 11
2.2.2 網路拍賣特性 12
2.2.3 網路拍賣與傳統拍賣的差異 13
2.2.4 網路拍賣詐騙/抱怨類型 15
2.2.4.1 預防拍賣不法者 15
2.2.4.2 線上評價系統 16
2.3 產品類別 18
第三章 研究方法與資料分析 20
3.1 研究方法 20
3.2 女裝與服飾配件 21
3.2.1 抱怨分類投訴 21
3.2.2 收到物品與否的問題 23
3.2.3 物品問題 24
3.2.4 償還問題 26
3.2.5 訊息溝通問題 27
3.2.6 面交問題 28
3.3 電腦軟硬體與PDA 29
3.3.1 抱怨分類投訴 29
3.3.2 收到物品與否的問題 31
3.3.3 物品問題 32
3.3.4 償還問題 34
3.3.5 訊息溝通問題 35
3.3.6 面交問題 36
第四章 研究結論與建議 38
4.1 女裝與服飾配件及電腦軟硬體與PDA總結 38
4.1.1 收到物品與否的問題 38
4.1.2 物品問題 39
4.1.3 償還問題 39
4.1.4 訊息溝通問題 40
4.1.5 面交問題 41
4.2 國內、外網路拍賣抱怨 42
4.3 研究建議 44
4.4 研究限制 45
參考文獻 46

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