| Summary: | 碩士 === 靜宜大學 === 企業管理研究所 === 92 === In this study, we will use the trust mechanism, the on-line auction user satisfaction and the brand equity, discussing the impact of the trust mechanism to the auction performance of the on-line auction with triangulation, and verifying the role of the brand equity of the on-line auction, first with the content analysis method, and fit the in-depth interview method to corroborate this study. However, the purpose of this study is to discuss how the on-line auction users express their trust information and the impact of it to the on-line auction performances, making an exploring research.
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