| dc.contributor.advisor | 張愛華 | zh_TW |
| dc.contributor.author (作者) | 陳佑阡 | zh_TW |
| dc.creator (作者) | 陳佑阡 | zh_TW |
| dc.date (日期) | 2005 | en_US |
| dc.date.accessioned | 11-九月-2009 16:56:16 (UTC+8) | - |
| dc.date.available | 11-九月-2009 16:56:16 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-九月-2009 16:56:16 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0913550581 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29955 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 91355058 | zh_TW |
| dc.description (描述) | 94 | zh_TW |
| dc.description.abstract (摘要) | 科技與網際網路不斷地發展，出現了虛擬的網路拍賣，網路拍賣不僅是透過網頁以虛擬的方式進行，其所使用的拍賣制度以及拍賣商品種類也因為透過網路而與傳統拍賣有所差異。過去學者亦曾針對網路拍賣的性質進行研究，但隨著網路拍賣的快速發展，拍賣商品的性質亦趨於多元化，因此本研究試圖比較不同產品類別間之差異，以提供網路拍賣的使用者作為在訂價與競價時的參考。 本研究探討起標價格、刊登時間長短、額外運送費用、使用者評價…等網路拍賣之特性對網路拍賣結果，亦即對競標人數、成交機率以及結標價格之影響。同時並加入「產品價格評估容易程度」以及「功利－享樂屬性」兩項產品屬性變數作為本研究之調節變數，以觀察不同產品屬性之拍賣是否有所差異。 而研究結果顯示： 一、 賣方可以利用降低起標價格、一元起標、以及取消拍賣底價的策略 以收到聚集人氣而使得競標人數增加的效果。 二、 賣方除了降低起標價格或利用一元起標的策略，尚可透過提供更多樣化的付款方式以促使成交機率的增加。 三、 結標價格的高低，僅會受到起標價格高低的影響。 四、 若拍賣商品的產品屬性不同，賣方確實應該要針對不同的產品屬性作出不同的拍賣設定，方能獲致較佳的拍賣結果。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 1 1.1 研究動機 1 1.2 研究目的 3 1.3 研究流程 4 1.4 論文架構 5 第二章 文獻回顧 6 2.1 拍賣機制之相關探討 6 2.2 線上拍賣制度 13 2.3 線上拍賣的特徵 18 2.4 參考價格相關探討 28 2.5 消費者價值相關探討 35 2.6 產品屬性相關探討 39 第三章 研究方法 43 3.1 研究架構 43 3.2 研究假說 44 3.3 前測 60 3.4 研究資料蒐集 80 3.5 研究變數之操作性定義與衡量方法 81 3.6 資料分析方法 86 第四章 實證分析與結果 89 4.1 樣本敘述性分析 89 4.2 研究假說之驗證 103 4.3 研究假說總表 128 第五章 結論與建議 134 5.1 研究結論 134 5.2 管理涵意 137 5.3 研究貢獻 139 5.4 研究限制 140 5.5 後續研究建議 141 參考文獻 143 附錄一 變數之相關係數表 149 附錄二 前測一問卷 165 附錄三 前測二問卷 168 附錄四 前測三問卷 170 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0913550581 | en_US |
| dc.subject (關鍵詞) | 網路拍賣 | zh_TW |
| dc.subject (關鍵詞) | 產品屬性 | zh_TW |
| dc.title (題名) | 產品屬性與拍賣設定對網路拍賣結果之影響 | zh_TW |
| dc.type (資料類型) | thesis | en |
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