臺灣博碩士論文加值系統

線上拍賣在商業環境境中所佔的腳色越來越重要，近年來有許多研究在探討線上拍賣的各種議題，過去也有許多研究再探討哪些變數會影響下標金額，也有單獨探討「競爭人數」與「距離結標時間遠近」對下標金額的影響。然而消費者在真實的線上拍賣環境中，往往會受到拍賣介面裡的下標者人數與結標時間同時的影響，而改變消費者最後的下標決策考量，因此本研究主要探討兩項因素同時存在時對下標金額之影響。本研究欲驗證投標者面對不同的競標人數與剩餘時間會有不同的反應，所以本研究執行實驗法，操弄距離拍賣結標時間的遠近與競爭人數多寡，來觀察投標者的下標金額。研究之結果也可提供網路拍賣業者更了解影響結標金額之因素。

In the age of the well-developed internet, there are more and more people try to trade through internet. Therefore, the online auction has already become one of the shopping channels today. Previous researchers have addressed their studies on online auction, also it proposed auction period and competition among bidders particularly in discussing factors influence bidding amount. But in truly online auction, bidder’s bidding amount was effected when auction interface of “bidders” and “time left” coexist. Thence the research proposes when the two factors coincide. This study uses laboratory experiment method to manipulate “bidders” and “time left” so that observes the consumer bidding amount. Result of the research may also provide auction sellers for factors influence of final price.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．iii

英文摘要　．．．．．．．．．．．．．．．．．．．．iv

誌謝辭　　．．．．．．．．．．．．．．．．．．．．v

內容目錄　．．．．．．．．．．．．．．．．． ．．vi

表目錄　　．．．．．．．．．．．．．．．． ．．．vii

圖目錄　　．．．．．．．．．．．．．．．．．．． viii

第一章　　緒論．．．．．．．．．．．．．．．．． 1

第二章　　文獻探討與假說．．．．．．．．．．．． 3

第一節　　線上拍賣．．．．．．．．．．．．．．． 4
第二節　　競爭對下標金額的影響．．．．．．．．． 4
第三節　　時間對下標金額的影響．．．．．．．．． 6
第四節 線上拍賣中競爭的關係，距離結標時間點的
遠、近對下標金額的影響．．．．．．．． 7

第三章　　研究方法．．．．．．．．．．．．．．． 11
第一節　　研究程序與受試者募集．．．．．．．．． 11
第二節　　實驗材料．．．．．．．．．．．．．．． 12
第三節　　自變數操弄．．．．．．．．．．．．．． 12
第四節　　依變數的衡量．．．．．．．．．．．．． 13
第五節　　資料分析方法．．．．．．．．．．．．． 13

第四章　　實證結果．．．．．．．．．．．．．．． 15
第一節　　受試者描述性統計．．．．．．．．．．． 15
第二節　　假說檢定．．．．．．．．．．．．．．． 15

第五章　　結論與建議．．．．．．．．．．．．．． 20
第一節　　研究結論．．．．．．．．．．．．．．． 20
第二節　　理論意涵．．．．．．．．．．．．．．． 21
第三節　　管理意涵．．．．．．．．．．．．．．． 22
第三節　　研究限制與未來研究機會．．．．．．．． 23

參考文獻　．．．．．．．．．．．．．．．．．．． 24

附錄 　研究問卷 ．．．．．．．．．．．．．． 31

一、中文部分

TWNIC財團法人台灣網路資訊中心(2012)，2012年台灣寬頻網路使用調查報告[線上資料]，來源：http://www.twnic.net.tw/NEWS4/119.pdf [2012, July 9]。

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