| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 96 === Online auction shopping decision involves in bidder’s subjective cognition on risk attribute and fuzziness on perceived risk judgment, so the bidders feel uncertainty while buying the goods in the auction website. In this paper we use possibility and seriousness for auction risk to build the analysis matrix of online auction risk, which can describe the bidders'' different cognition on perceived risk attribute. According to the risk analysis matrix we build the online auction risk averse strategy. This can be used to analyze the bidders'' preference risk averse strategy. In the end, we use the heavy bidders of Yahoo auction website as an example, and probed divide into two kinds of auction shopping situation: brand-new goods of power sellers and second-hand goods of casual sellers. The result is bidders think that there are higher risks and serious for financial risk, performance risk and privacy risk attributes whether the bidders buy the brand-new goods or second-hand goods. This implies that bidders have the characteristic of higher perceived risk. In the analysis matrix of auction risk, consumers perceive a high level of possibility and seriousness for risk items about the auction falsity, expected goods agreement, online payment risk, goods authenticity, personal data revelation, and hacker
invading.
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