| Summary: | 碩士 === 長榮大學 === 資訊管理研究所 === 96 === Recently, research about auction websites is getting popular. However, the service performance assessment of the charge and free auction websites seem seldom to be analyzed. This research would use Yahoo!Kimo and Ruten auction websites as research subjects to establish a usable and reliable assessment model. By the research of this issue, the vendors of auction websitets can understand customer''s demand, and the competition situation among auction websites. First, this study reviewed the literatures to construct theoretical foundation for assessment model as well as perform pilot study, and then, the formal model was established. Finally, by online questionnaire, this study retrieved 519 valid samples of auction website users. The study used descriptive statistics, reliability and validity analysis, gap analysis including fuzzy SQPM and paired sample t-test, independent sample t-test, one-way ANOVA and Chi-square test as analyzing tools. The results are presented as follows: (1)Yahoo!Kimo have 17 service gaps and Ruten have 14 service gaps. (2)Significant differences are dwelt on 4 service item between Yahoo!Kimo and Ruten auction websites. (3)Significant differences are dwelt on charge specification identified agree between the customers of different demographic and use behavior. (4)There is significant difference between the use role and main auction website. (5)In research results, SQPM is less sensitive than paired sample t-test, but the manager can judge the importance about service quality by SQPM plot in first time.
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