The Research of Factors Which Influencing On-line E-market Buyers to Use Buy-it-now Service

• Main Authors: Yu-Shiang Li, 李裕翔
• Other Authors: 董和昇
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/05177489343955854085

碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 95 === With the growth of the on-line auction market, we heard online auction more frequently, these commercial auction websites have offered the on-line competitive bidding service of “ascending-bid”. Though some auction websites begin to manage their own on-line shopping activity (such as Yahoo!Kimo, PCHome), but they still corresponding trade mechanism and on-line system. For Taiwan, Yahoo!Kimo was known and used by compatriots very well (the brief introduction of Yahoo!Kimo, 2006)! It can be rated as domestic on-line representatives of auction website. And eBay, opened popularity for a long time in foreign recent years, is known by compatriots in recent years. Considering the demands of efficiency which buys need, on-line auction websites offer the service of purchasing immediately (buy-it-now) one after another, such as BuyNow (Yahoo!Kimo) or Buy-It-Now (eBay). This function makes the auction of the goods can be finished early when the auctioning price reaching the presetting targets, and let consumers can immediately get the goods which they need without wasting time to wait actions finished. Trust can let consumers further interact with the seller (Doney & Cannon, 1997), and Nicholson et al. (2001) point out that there is apparent influence in liking whether consumers believe sellers or not. In addition, Cao et al. (2003) think that the satisfaction of prices is the important key influencing in consumers ordering . So this research adopts comfirmatory factor analysis (CFA) and the structure equation model (SEM) to verify trust, liking, interacting frequency and price satisfaction for the influence of using buy-it-now service’s intention. In order to prevent interfering the result of study form trade experience, we divided the responders into two parts (first trade and more-than-one trade), and analyzed separately. We collected 297 first trade materials, and 146 more-than-one trade materials. The results of study shown, most of the past researchers thought that trust influences the intention of purchasing, but it’s not apparent in this study. However, there are apparent influences in liking, interacting frequency, and price satisfaction to use buy-it-now services, especially in liking. So the greatest contribution of this research lies in that it can verify the direct and apparent effect of liking to the intention of using buy-it-now services.