The Effects of Consumer’s Perceived Risk, Characteristics f Web Sites and Sellers on Customers Online Auctions in Website

• Main Authors: Wei-Ting Wang, 王薇婷
• Other Authors: Chie-Bein Chang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/86765604441856823322

碩士 === 國立東華大學 === 國際企業學系 === 94 === Online auction is a new type of e-commerce. It combines the conventional auction model with modern information technology. With the convenience and connection provided by internet, consumers can access the auction website to bid or sell what consumers want without limitation of time and location. Online auction websites provide fast and efficient bargaining platforms for all the internet users. How to attract consumer’s shopping wish has been a crucial issue for companies doing business online, and it is the first step to knowing consumers’ need in Online Auction. This research studies and investigates the manage strategies of auction website aiming at browsers of online auction as auctioneers. The purpose of this research is to examine the effects of perceived risk and online seller on consumers’ purchase intention in online auction. This research also investigates the characteristics of website and the characteristics of seller between perceived risk and online seller on consumers’ purchase intention. According to the findings, this research has suggestions for online auction.