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系統識別號 U0026-0907201121110400
論文名稱(中文) 探討個體與商家賣家在線上拍賣二手商品之績效指標
論文名稱(英文) Exploring criteria for individual and corporate sellers when evaluating their online auction performance of selling second-hand products
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 99
學期 2
出版年 100
研究生(中文) 馬鳳敏
研究生(英文) Feng-Min Ma
學號 r76984049
學位類別 碩士
語文別 中文
論文頁數 68頁
口試委員 指導教授-謝佩璇
口試委員-林清河
口試委員-呂執中
口試委員-盧希鵬
中文關鍵字 電子商務  線上拍賣  二手商品  微型企業 
英文關鍵字 e-commerce  online auction  second-hand product (SHP)  micro-business 
學科別分類
中文摘要 利用線上拍賣二手商品,已成為較有效率的銷售管道,有些個體戶兼差進行拍賣,有些已形成微型企業,許多已有實體店面的商家也進入線上拍賣,尤其是於線上拍賣二手商品的不同類型的賣家(商家與個體戶),兩者不同經營特性所產生的利潤應該有所不同。本研究價值在於補足過去文獻未曾仔細探討線上拍賣的確存在不同特性賣家的事實,在實務上能讓不同類型的賣家於競爭激烈的線上拍賣環境中,掌握有效預測其獲利情形(在此稱「二手商品拍賣績效」)的指標。因此,本研究目的為探討個體和商家賣家於線上拍賣二手商品的拍賣績效指標。本研究採用文件分析法蒐集2010-2011年台灣拍賣網站Yahoo!的二手商品線上拍賣現況各季一個月的拍賣資料,再針對可能影響拍賣績效的指標以SPSS17.0進行描述統計及相關性分析,再以迴歸分析探討不同類型賣家對其各自拍賣績效具有顯著影響力的指標,並且進行變異數分析以比較兩者同樣具影響力的指標其差異情形,最後佐以問卷調查法探討不同類型賣家對拍賣績效指標重要性程度的認知情形,期望能提供不同類型賣家提出改善或提昇拍賣績效的具體建議。
本研究結果發現會顯著影響並且提昇不同類型賣家的實際拍賣績效的兩項重要指標為:結標價、出價次數,兩指標交互作用效果亦會顯著提昇不同類型賣家的實際拍賣績效;然而,起標價、拍賣時間長度兩項指標,甚至與其他指標的交互作用效果則會顯著降低不同類型賣家的實際拍賣績效。此外,商品種類此指標對於商家賣家的實際拍賣績效也會造成負向的顯著影響力,卻對於個人賣家的實際拍賣績效無任何的顯著影響力。本研究更進一步探討不同類型賣家認為會影響其實際拍賣績效的指標,結果發現不同類型賣家對於結標價、商品種類兩項指標所認知的影響力與本研究分析實際拍賣資料的結果是相同的,對於其他指標的重視度雖然也很高,卻認為最重要的是賣家評價,實際上此指標並不會顯著影響拍賣績效。本研究建議不同類型賣家調整其對於重要指標的認知以提出有效的拍賣策略,也建議未來可進行質性研究,以了解不同類型賣家的拍賣績效受到不同指標影響的情形,以進一步確認本研究結果。
英文摘要 Using the Internet to sell second-hand products (SHP) has become an efficient sales channel. Some individual sellers hold online auctions as their part-time jobs, and some have established their own micro-businesses. Currently, many corporate sellers that have real, bricks-and-mortar stores also hold online auctions, and with the different operating characteristics of these sellers (corporate and individual), the profits should be different. The value of this study is that it can complement previous research which did not examine the different characteristics of online auction sellers in detail, and the results of this work provide some indicators for different sellers so that they can run their operations more effectively and better predict their profits (called "SHP auction performance ") in the highly competitive online auction market. Therefore, this study explores the differences between individual and corporate sellers’ auction performance indicators in SHP online auctions. This study uses document analysis in order to collect the sales data for SHP on the Yahoo!Kimo auction site, taking one month's data from each of the three seasons from January 2010 to April 2011. It conducts descriptive and correlation analyses on the indicators that may affect auction performance using SPSS 17.0, and then explores the significant auction performance indicators for different types of sellers by using multiple regression analysis, and uses variance analysis to compare the indicators that have significant influences on both types of sellers, finally, this work investigates the importance of the auction performance indicators for different sellers by using a questionnaire, and the results are expected to provide specific recommendations to different sellers so that they can improve their auction performance.
The results of this study show that the end price and number of bids are two important auction performance indicators which significantly enhance the outcome for different types of sellers, and the interaction effect of these two indicators also significantly improves performance. However, the start price and length of bidding, and even their interaction with other indicators, will significantly reduce the auction performance. In addition, the type of goods sold has a significant negative influence on the auction performance of the corporate sellers, but no significant influence on that of the individual sellers. This study further explores the perceptions of different types of sellers with regard to how the auction performance indicators studied in this work will affect their actual auction performance, and the results show that the perceptions of the different sellers with regard to the end price and type of goods are the same as the results of the actual auction data analysis carried out in this work. Although other indicators are also very important to sellers, the most important is seller reputation, despite the fact that this does not affect the actual auction performance significantly. This study finally concludes that, based on each seller’s own characteristics and the differences between the actual and perceived auction performance indicators, sellers should make some adjustments to their auction strategies. In addition, to better understand how sellers can make use of auction performance indicators to improve their outcomes, qualitative research based on the results of this work is suggested for future study.
論文目次 表目錄 VII
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 2
第三節 研究流程 3
第四節 研究範圍與限制 4
第二章 文獻探討 6
第一節 線上拍賣 6
2.1.1 線上拍賣之定義 6
2.1.2 線上拍賣特性與方式 9
2.1.3 線上拍賣相關研究 13
第二節 二手商品 17
2.2.1 二手商品之定義 18
2.2.2 二手商品特性與賣家背景 19
2.2.3 台灣的二手商品拍賣情形 21
第三節 二手商品線上拍賣績效 24
2.3.1 線上拍賣績效之定義 24
2.3.2 線上拍賣績效指標 27
第四節 文獻小結 30
第三章 研究方法 31
第一節 研究對象與工具 31
第二節 研究架構 32
第三節 資料蒐集與分析方法 33
3.3.1 文件分析法 33
3.3.2 迴歸分析 34
3.3.3 問卷調查法 35
第四章 研究結果 37
第一節 實際拍賣績效指標 37
4.1.1拍賣商品資料描述統計分析 37
4.1.2拍賣商品資料相關性分析 40
4.1.3拍賣商品資料迴歸分析 41
第二節 賣家認知拍賣績效指標 50
4.2.1填答賣家描述統計資料 51
4.2.2賣家認知拍賣績效指標分析 53
第五章 結論與建議 55
第一節 研究結果與討論 55
第二節 研究建議與未來研究方向 57
參考文獻 60
附錄一 66
附錄二 68

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