| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 95 === In the recent years, the auction website became is a new kind of e-commerce. It combines the concept of traditional auction and information technology. With the convenience and immediateness of the internet, things can be traded on the auction website anytime. This study is based on the view of on-line consumers. The objective is to figure out the relationship among e-service quality, brand image and electronic word-of-mouth (eWOM) and the demands influenced by on-line consumers. The questionnaire is aimed at the consumers of Taiwan online auction. The progress is proceeding with the internet questionnaire and the effective number of questionnaire is 224.This study used SPSS software to test the Linear Regression and Structure Equation Model (SEM) was used to test the direct statistical evidence of the model goodness of fit. The results of this study found that the e-service quality shows partial influence on brand image and the eWOM. The brand image shows no influence on the eWOM. The brand image shows influence on the customers' behavioral intentions and eWOM shows partial influence on customers' behavioral intentions. Therefore, by raising the function and experience of brand image, the dealer of internet auction will attract the buying wish of customers. In addition, with good quality of service, eWOM and brand image can be strengthened. To condense the customers’ loyalty, dealers must pay attention to promising and solve the customer's question and complaint rapidly to obtain the customer's trust and build a plentiful network environment.
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