探討影響3C二手商品線上拍賣決策因素─以台灣Yahoo！奇摩拍賣平台為例

Abstract

Due to the development of the Internet, people can easily transfer messages, keep contacts with their friends, and order products online. They can even conduct online transactions on the Internet. Through the Internet, people are also able to get a lot of product information, and play alternative roles other than buyers, but sellers. They can resell the products which are out of date or useless but having residual value to achieve certain purposes, such as reducing financial constraint. To some buyers, the SHPs (SHPs) do have some unique characteristics that attract their purchasing intention. The original owners of the SHPs can then effectively complete a transaction on an online auction website. They may be able to offer more SHPs on the website to start managing their auctioning business. Prior studies have explored the topics related to SHPs but in the real marketplace; while, the study topics related to online auction more focus on pricing strategies, bidding strategies, trust and loyalty building. By reviewing the present literature, there is no study carefully discussing why SHPs can be sold or purchased on online auction websites. Therefore, the purpose of this study is to respectively explore the impact factors of purchasing and selling SHPs for those online SHP buyers and sellers, and further explore their actual behaviors. Based on the literature, this study establishes two research models on the basis of Dual-Process Theory respectively for SHP buyers and sellers. This study also proposes two sets of hypotheses for them. Then, this study conducts document analysis to collect the actual auctioning data from Taiwan’s Yahoo! auction website in order to obtain the contact information of the buyers and the sellers whom have ever truly completed at least one transaction on the website. Next, this study develops a questionnaire which has established reliability and validity before distributing it to the Yahoo! auction buyers and sellers. After receiving sufficient number of valid responses from them, this study starts examining the research models respectively for SHP buyers and sellers and verifying the hypotheses respectively proposed for them. The document analysis results are combined with the analysis results of the questionnaire responses. In this study, document analysis results show that the market of online SHP auction is still active. And it also proves that Dual-Process Theory to explore the impact factors (i.e., informal and normative factors) affecting consumers’ intention and their later behavior to buy/sell SHPs on auction website. Among them, the brand image (function-oriented) of information influence is the main impact factor to influence buyers’ purchase intention, which shows that buyers focus on the level of usability of the SHPs. Other impact factors which are information influence (e.g., online trust, product condition, environmental awareness, reference price and online QA however, the brand image (symbolic-oriented) has no significant influence, which shows that buyers do not regard themselves to buy SHPs in order to pursue the brand products. In addition, for the sellers, the environmental awareness which is the information influence is the main impact factor to influence sellers’ sell intention; other impact factors are reference price and brand image (function-oriented). However, product conditions had no significant influence. It is because of sellers only considering the residual value of SHPs. The reference group is also the primary impact factor of the normative influences to sellers’ selling intention, and the other impact factor is online word of mouth. According to the above results, this study finally proposes more discussions and concrete suggestions for online auction buyers and sellers, especially for individual sellers.