The Consumer Research of Internet Auction-MEC Approach (Means-End Chain)

• Main Authors: Tzu-Wen Tseng, 曾子文
• Other Authors: Yung-ching Ho
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/28834651691839387708

碩士 === 中國文化大學 === 國際企業管理研究所 === 93 === This research is based on theory of ' Means-End Chain ' and deep interview with consumers who have shopping experience of Internet auction to understand consumer's cognitive structures of values under different Internet auction companies, and take these information as firm's reference of drafting the tactics to carry on market orientation. In order to find the variables for measuring customer value, at the first stage, this study adopts soft laddering technique to collect information from forty purposive sam-ples and conducts content analysis. At the second stage, the questionnaire for measuring customers’ values has been built according to the literature review and those variables found at the first stage. The interview samples of the questionnaire are those customers who have browsed Websites of Internet auction. The results show: Yahoo Kimo auction’s customers pay more attention to the values of self-esteem and self-fulfilling, satisfaction and enjoyment, safety and trust, and convenience and ef-ficiency. Relatively, Taiwan eBay customers are concerned more about enjoyment and autonomy, emotion value of life, and efficiency and safety. 　　According to the findings, we have suggestions for two of Internet auction firms. For Yahoo Kimo auction: (1) Strengthening the independence of the trade, (2) offering the diversiform services, (3) setting up more intact mechanism of payment and delivery goods, (4) making perfect operating platform, and etc. For Taiwan eBay auction: (1) Emphasizing the fresh or recreational products, (2) establishing the chat room and per-sonal electronic store, (3) making perfect operating platform and etc.