於網際網路的興起及寬頻網路應用服務的普及化，逐漸改變了市場的交易模式，線上拍賣(Online Auction) 因而應運而生。本研究擬以 DeLone and McLean(2003)所建構的「更新版資訊系統成功模式」為理論基礎，同時考量拍賣網站品質、顧客認知價值及產品涉入程度因素，提出一個研究架構，對目前台灣線上拍賣網站進行調查，再針對使用者進行問卷發放，試圖找出目前拍賣網站與使用者間是否有認知上的差異，希望能提供給拍賣仲介者經營拍賣網站時的依據與改善方法。
本研究主要探討拍賣網站品質與顧客認知價值兩構面對於顧客購買意願的影響關係。以Yahoo奇摩與露天兩拍賣網站的使用者為研究對象，採用網路問卷調查方式，共回收420份有效問卷。經由結構方程模式驗證研究假設，研究結果顯示：(1)顧客認知價值中的情感價值、社會價值與拍賣網站品質中的服務品質對購買意願有正向的顯著影響。 (2) 顧客認知價值中的功能價值、情感價值、經濟價值與拍賣網站品質中的服務品質對顧客滿意度有正向的顯著影響。 (3)購買意願與顧客滿意度會因產品涉入程度高低而有所差異。

Online auction have been the highly profitable business model of e-commerce in recent years. However, a little study has been done by a comprehensive perspective to explore customers’ behavior. Therefore, this study was based on the updated DeLone and McLean (D&M) Information System (IS) success model that incorporates customers’ perceived value and personal involvement as belief-related constructs to assess the customers’ satisfaction and willingness to pay. The proposed model was empirically evaluated using survey data collected from 420 users about their perceptions of online auction.
The findings of this study are shown as follows：(1)The emotion value, social value and service quality have significant positive effect on willingness to pay.(2)The function value, emo-tion value, economical value and service quality have significant positive effect on e-satisfaction.(3)Involvement has significant moderately influences on Willingness to pay and e-satisfaction.

中文摘要　．．．．．．．．．．．．．．．．．．．．． i
英文摘要　．．．．．．．．．．．．．．．．．．．．． ii
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． iii
內容目錄　．．．．．．．．．．．．．．．．．．．．． iv
表目錄　　．．．．．．．．．．．．．．．．．．．．． vi
圖目錄　　．．．．．．．．．．．．．．．．．．．．． vii
第一章　緒論．．．．．．．．．．．．．．．．．．．． 1
第一節　研究背景與動機．．．．．．．．．．．．． 1
第二節　研究目的．．．．．．．．．．．．．．．． 3
第三節　研究重要性．．．．．．．．．．．．．．． 4
　　第四節　研究範圍．．．．．．．．．．．．．．．． 4
　　第五節　研究流程．．．．．．．．．．．．．．．． 4
第二章　文獻探討．．．．．．．．．．．．．．．．．． 7
　　第一節　拍賣制度．．．．．．．．．．．．．．．． 7
　　第二節　線上拍賣．．．．．．．．．．．．．．．． 9
　　第三節　認知價值．．．．．．．．．．．．．．．． 16
　　第四節　涉入程度．．．．．．．．．．．．．．．． 21
　　第五節　資訊系統成功模式．．．．．．．．．．．． 26
　　第六節　顧客滿意度．．．．．．．．．．．．．．． 30
　　第七節　購買意願．．．．．．．．．．．．．．．． 33
第三章　研究模型與假設．．．．．．．．．．．．．．． 35
　　第一節　研究模型．．．．．．．．．．．．．．．． 35
　　第二節　研究假設．．．．．．．．．．．．．．．． 36
　　第三節　變數的操作型定義．．．．．．．．．．．． 46
第四章　研究方法．．．．．．．．．．．．．．．．．． 49
　　第一節　研究設計．．．．．．．．．．．．．．．． 49
　　第二節　資料分析工具與方法．．．．．．．．．．． 53
第五章　研究結果與討論．．．．．．．．．．．．．．．． 59
　　第一節　基本資料說明．．．．．．．．．．．．．． 59
　　第二節　測量研究模型之信度與效度檢定．． 65
　　第三節　產品高、低涉入程度的差異性分析． 68
　　第四節　結構模型分析．．．．．．．．．．．．．． 69
第六章　結論．．．．．．．．．．．．．．．．．．．． 85
　　第一節　研究結論與貢獻．．．．．．．．．．．．． 85
　　第二節　研究限制．．．．．．．．．．．．．．．． 88
　　第三節　未來研究方向．．．．．．．．．．．．．． 89
參考文獻 ．．．．．．．．．．．．．．．．．．．．． 91
附錄　　 ．．．．．．．．．．．．．．．．．．．．． 105

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