| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 93 === In practice, the Internet grows vigorously and online auction has become an important tool for Internet users to buy or sell their second hand goods in recent years. According to Institute for Information Industry (III), the trade of the online auction in Taiwan is not less than the one of local B2C in 2003. In addition, the Internet users' behavior investigation of the market information center of III showed that 46% of them had once or more deals on the online auction in 2004. Therefore, the issues about online auction are worth further studying. However, as regards academia , reviewed relevant references and found that it was still rare to study the issues of consumers' behavioral intention on the online auction in Taiwan, so that excited me to further study this issue.
At first, according to the plan behavior theory (TPB) of Ajzen (1985, 1991), this study divided the structure of online auction consumers' behavioral intention into attitude toward online auction behavior, subjective norm, perceived behavioral control. This study referred to the research of Bamberg, Ajzen & Schmidt (2003), and added the pass online auction experience into the structure as a determinant of online auction consumers' behavioral intention, too. This study further referred to the decomposed TPB of Taylor & Todd (1995), and the researches in e-commerce of Hsu & Chiu (2004) and Kim & Kim (2005), and then decomposed attitude toward online auction behavior into five components, i.e., relative advantages, compatibility, complexity, perceived risk, and perceived trust. And decomposed subjective norm into two components, i.e., important others and social norm. Moreover, Ajzen (1991) thought that perceived behavioral control and self-efficacy of Bandura' (1982) social cognitive theory are quite similar. So this study merged the concept of the social cognitive theory, and applied the researches of relevant online self-efficacy of Kim and Kim (2005) and Ma and Liu (2005), then decomposed perceived behavioral control into two components, i.e., online transaction self-efficacy and Internet self-efficacy.
This study adopted the online survey method, and showed the notice in eBay and Yahoo! Kimo auction website to its consumers to answer the questionary online. Finally, this study retrieved 333 effective questionnaires, and applied LISREL to analyses the data. The results are: (1)attitude toward the online auction behavior, perceived behavioral control, and pass experience significantly positively affect consumers' behavioral intention, (2)compatibility and perceived trust significantly positively affect attitude toward the online auction behavior, but complexity and perceived risk significantly negatively affect it, (3)important others and social norm significantly positively affect subjective norm, (4)online transaction self-efficacy and Internet self-efficacy significantly positively affect perceived behavioral control.
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