| Summary: | 碩士 === 元智大學 === 國際企業學系 === 98 === In recent years, C2C online auction not only changes consumers’ consumption habits, but also attracts more and more people to enter the online auction market. As the number of online resellers is constantly increasing, consumers will start to worry about if the online resellers they choose to transact with are trustworthy. Thus, this research would like to know whether there are variables that can be utilized to determine the differences between professional online resellers and amateur ones. In Study 1, we categorized online resellers into online planned resellers and online unplanned resellers. Then, we listed variables of entrepreneurship and strategy choice to examine the differences between these two types of online resellers. Study 2 illustrated when resellers face time pressure, whether online unplanned resellers will be more likely to adopt buy-it-now strategy, low starting bid strategy, multiple channel strategy and be risk-taking. Contrarily, online planned resellers were expected to act similarly whether they are under a time pressure or not. Finally, the results of the two studies suggested that the two types of online resellers have differences in some aspects of entrepreneurship and strategy choice.
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