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研究生:潘星宇
研究生(外文):Hsing-YuPan
論文名稱:探討影響3C二手商品線上拍賣決策因素─以台灣Yahoo!奇摩拍賣平台為例
論文名稱(外文):A Study of Exploring the Impact Factors of Purchasing and Selling Online 3C SHPs
指導教授:謝佩璇謝佩璇引用關係
指導教授(外文):Pei-Hsuan Hsieh
學位類別:碩士
校院名稱:國立成功大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:107
中文關鍵詞:線上拍賣二手商品雙歷程理論
外文關鍵詞:Online auctionSecond-Hand Products (SHPs)Dual-Process Theory
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網際網路興起,人們可以透過網路傳遞訊息、聯絡感情、甚至是物品訂購與賣賣,不僅能夠獲得大量的商品資訊,更能夠自行扮演賣家,將過時或者無用的商品出售,達到二手商品剩餘價值再利用的目的。但因為二手商品的獨有特色,在消費者心中往往是屬於次一級的選擇,卻仍是網路拍賣平台販賣與銷售的商品主要來源之一。過往研究對於線上拍賣平台的研究主要著重於買賣雙方的定價、競價策略及信任度建立等,而對於二手市場的研究主要著重於實體市場,相對於透過線上拍賣平台消費者購買或出售二手商品的相關影響因素甚少著墨。因此,本研究目的在探討消費者(買家與賣家)購買與販賣二手商品的意願以及實際行動的相關影響因素。本研究先進行文件分析,從Yahoo!奇摩拍賣蒐集得到的拍賣交易資料,並且獲得成功發生二手商品交易行為的買家與買家資料,接著發放本研究已建立信效度所設計的調查問卷,以獲得消費者的買賣決策影響因素,其中包括:消費意願、實際消費行為。
本研究文件分析法分析結果指出,線上二手拍賣市場仍然活絡,而在探討影響消費者購買或販賣二手商品意願的因素與實際行動的相關影響因素,實證了以雙歷程理論探討線上拍賣二手市場的合適性以及規範性影響與信息性影響對消費者購買販賣意願與實際行為的影響。其中,信息性影響因素的品牌形象(功能性導向)主要影響買家購買意願,表示買家注重二手商品再利用性,其他信息性影響因素(線上信任、商品的新舊程度、環保意識、參考價格與線上拍賣的問與答服務),也對買家的購買意願有正向且顯著的影響;規範性影響因素中以周圍群體對買家購買意願的影響最大,然而品牌形象(象徵性導向)則無顯著影響,表示買家不認為購買二手商品是為了追求品牌。此外,信息性影響因素的環保意識主要影響賣家拍賣意願,其次是參考價格、品牌形象(功能性導向),產品新舊條件則無顯著影響,由於賣家僅考量只要二手商品的剩餘價值就會拍賣;規範性影響中同樣以周圍群體對賣家拍賣意願的影響最大,其他影響因素為線上口碑。根據以上結果,本研究最後對參與線上拍賣的買家與賣家,尤其是個體賣家,提出更多討論與具體建議。

Due to the development of the Internet, people can easily transfer messages, keep contacts with their friends, and order products online. They can even conduct online transactions on the Internet. Through the Internet, people are also able to get a lot of product information, and play alternative roles other than buyers, but sellers. They can resell the products which are out of date or useless but having residual value to achieve certain purposes, such as reducing financial constraint. To some buyers, the SHPs (SHPs) do have some unique characteristics that attract their purchasing intention. The original owners of the SHPs can then effectively complete a transaction on an online auction website. They may be able to offer more SHPs on the website to start managing their auctioning business. Prior studies have explored the topics related to SHPs but in the real marketplace; while, the study topics related to online auction more focus on pricing strategies, bidding strategies, trust and loyalty building. By reviewing the present literature, there is no study carefully discussing why SHPs can be sold or purchased on online auction websites. Therefore, the purpose of this study is to respectively explore the impact factors of purchasing and selling SHPs for those online SHP buyers and sellers, and further explore their actual behaviors. Based on the literature, this study establishes two research models on the basis of Dual-Process Theory respectively for SHP buyers and sellers. This study also proposes two sets of hypotheses for them. Then, this study conducts document analysis to collect the actual auctioning data from Taiwan’s Yahoo! auction website in order to obtain the contact information of the buyers and the sellers whom have ever truly completed at least one transaction on the website. Next, this study develops a questionnaire which has established reliability and validity before distributing it to the Yahoo! auction buyers and sellers. After receiving sufficient number of valid responses from them, this study starts examining the research models respectively for SHP buyers and sellers and verifying the hypotheses respectively proposed for them. The document analysis results are combined with the analysis results of the questionnaire responses.
In this study, document analysis results show that the market of online SHP auction is still active. And it also proves that Dual-Process Theory to explore the impact factors (i.e., informal and normative factors) affecting consumers’ intention and their later behavior to buy/sell SHPs on auction website. Among them, the brand image (function-oriented) of information influence is the main impact factor to influence buyers’ purchase intention, which shows that buyers focus on the level of usability of the SHPs. Other impact factors which are information influence (e.g., online trust, product condition, environmental awareness, reference price and online Q&A service) also have positive and significant impact on buyers’ purchase intention. The reference group is the major impact factor of the normative influences to buyers’ purchasing intention; however, the brand image (symbolic-oriented) has no significant influence, which shows that buyers do not regard themselves to buy SHPs in order to pursue the brand products. In addition, for the sellers, the environmental awareness which is the information influence is the main impact factor to influence sellers’ sell intention; other impact factors are reference price and brand image (function-oriented). However, product conditions had no significant influence. It is because of sellers only considering the residual value of SHPs. The reference group is also the primary impact factor of the normative influences to sellers’ selling intention, and the other impact factor is online word of mouth. According to the above results, this study finally proposes more discussions and concrete suggestions for online auction buyers and sellers, especially for individual sellers.

Chapter 1 Introduction 1
Section 1-1 Research Background 3
Section 1-2 Research Motivation 5
Section 1-3 Research Purposes and Questions 8
Section 1-4 Research Process 9
Section 1-5 Research Scope and Limitations 10
Chapter 2 Literature Review 13
Section 2-1 Online auction 13
2.1.1 The origin of the online auction 13
2.1.2 Online auction rules 17
2.1.3 Definition and characteristics of the online auction 20
Section 2-2 SHP market 23
2.2.1 The definition and characteristics of SHPs 23
2.2.2 SHPs and consumer behavior 24
2.2.3 SHPs, consumer types, and characteristics 28
Section 2-3 Dual Process Theory 31
2.3.1 Definition of Dual Process Theory 33
2.3.2 Information influence 34
2.3.3 Normative influence 41
Section 2-4 Summaries 44
Chapter 3 Research Method 47
Section 3-1 Research Participants 48
Section 3-2 Research Models 48
Section 3-3 Questionnaire design 51
Section 3-4 Data collection and analysis methods 56
3.4.1 Document analysis 57
3.4.2 Partial Least Squares 58
Section 3-5 Pilot study results 63
Chapter 4 Research Results 66
Section 4-1 Document analysis results 66
Section 4-2 Questionnaire respondents’ demographics 71
Section 4-3 Reliability and validity of valid questionnaire responses 76
Section 4-3 Structural model analysis 82
Chapter 5 Conclusions and Discussions 87
Section 5-1 Second-hand markets 87
Section 5-2 Buyers’ purchase intentions and actual behaviors 88
Section 5-3 Sellers’ selling intentions and behavioral model 89
Section 5-4 Research contributions 91
References 94
Appendix 101

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