| Summary: | 碩士 === 義守大學 === 管理學院碩士班 === 98 === Online auction features a low entry threshold for a large number of sellers into the market, and therefore many sellers create a lot of profit, but there are many online auction sellers that can not profit in this market, so depressed and exit of sellers either. In recent years the emergence of grid store to rent a box consignment means a lower cost of physical channel, many of the individual online auction sellers have also begun to enter the market by grid shops.
Purpose of this study is based on the perspective of individual sellers to discuss what kind of dilemma faced by the online auction market, what incentive for them to enter the physical channel from the online auction, and according to many scholars to view the channel choice factors divided into product information, product customization, product characteristics, ability to hold regional sales, price competition, ability to process consumer’s purchase information, logistics and transaction complexity, then this eight factors in this study are classified as product factors , market factors, technology factors and customer factors, and the emerging grid store in recent years as a physical channel choice of shops, then the individual online auction sellers and leasing consignment sellers to conduct in-depth interviews.
Interviews to understand the online auction market, individual sellers facing price competition, accumulation of credit evaluation, product characteristics and so on, and grid store of operation can reduce the problems caused by online auction for individual sellers. In addition, the study also found that individual sellers in addition to the eight listed in the text channel choice consideration factors, customer factors at the customer’s trust in individual sellers will also affect the transaction, therefore it becomes another consideration when individual sellers choose channel.
From the study results, when the individual sellers are selling the product of its relatively high amount of information, low levels of customization, product attributes do not need more confirmation, and wants a national sales, and can withstand a higher degree of price competition, high demand on the consumer information, but also provide a more complex logistic and support to the higher complexity of transaction, this choice is more suitable for individual online auction sellers as sales channels, but when the individual sellers are selling the product of its limited amount of information, a high degree of customization, product attributes more to be confirmed, and the desire to maintain regional sales, but can not afford to greater price competition, low demand of its consumer information, can not provide a more complex logistic and the complexity of transaction is low, then the individual seller is more suitable choosing the grid store as the sales channels. With the changes in the environment, the individual sellers on the online auction and leasing considerations consignment of channel choice will be different, the seller should consider their own personal emphasize the main channel choice factors to determine the marketing channels.
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