| Summary: | 碩士 === 大葉大學 === 資訊管理學系碩士班 === 106 === Since social media launched the live webcasting service, live auction has emerged as a new trend for online auction. Many sellers set up the live auction channels online, however, they are facing challenges in such developing market.
This study aims to explore the critical success factors for live auction online as management directions for vendors of live auctions. A questionnaire consisting of success factors that were initially collected through literature reviews and classified by expert interviews. Seven well-known practitioners in Taiwan live auction sector were invited to weigh the success factors according to their professional experiences.
The Fuzzy Delphi Method was used to obtain the key success factors. Results showed critical success factors for live auctions online in Taiwan including 9 factors: (1) providing quality products; (2) collaboration with well-established logistic partners; (3) confirming actual products before shipping; (4) attractive selling prices quoted; (5) sale prices lower than market prices; (6) selecting mainstream live webcasting platforms; (7) generating channel exposure; (8) diversified commodities and easy to be found; (9) auctioned goods always surprise buyers. These success factors can be classified into five dimensions: product quality, prices, quality of the show, convenience, and diversification. Among them, product quality and selling price are the critical success factors, however, these factors differ from the traditional online auction’s. According to the findings, it is suggested that vendors of live auction stress diversified and quality products, flexible selling prices, and channel exposure by using mainstream webcasting platforms, to strive for competitive advantages in the live auction online market.
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