| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 99 === Auctions are one kind of exchange method that stands out compare to the other ways of exchange. Consumer placing a bid is the fundamental point to achieving a successful deal. It is also a platform where the auction unit can gain profit from the deals between the seller and the buyer. The auction unit main purpose is to attract more users and motivate the users to purchase. This is a research which investigated the values, convenience perception, user attitude, user desires, the practicality of the auction platform and the bidding motivation and the influence which may impact the attitude toward auction platform users. The study also discussed about the value, auction behavior perception, auction behavior expectation and the relation between user satisfaction and user loyalty.
This study was done from different angles toward the topic to analyze the auction interactions in Taiwan. The study extended the research domain of the auction studies into new fields, and using the analysis of the user favoritism and buying behaviors as the study reference for businesses to gain long-term interests from the auction platform.
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