消費者選擇線上拍賣與線上零售平臺之比較研究

線上拍賣網與線上零售商在近幾年迅速發展，無論從調查數據亦或市場反應，其發展快速與規模是相當可觀的。本研究主要探討消費者在選擇不同線上商店類型(線上拍賣網/線上零售商)消費時，依據何種因素而產生不同的選擇結果。本研究採用消費者對於線上商店的主要六項認知變數：「便利性」、「商品價格」、「顧客服務」、「介面設計」、「信任」和「交易安全性」，與兩項消費者決策的情境因素：「產品價位」和「購買用途」作為調節變數，以實證資料分析本研究模式。在隨機給予受測者不同消費情境下，所回收的 320 份問卷中，本研究發現上述六項態度變數確實影響消費者選擇線上商店類型。有趣的是，購買情境和產品價位這兩項變數，對於商品價格認知與線上商店選擇，具有調節作用。最後並提出網路行銷建議與意涵。

According to market statistics, the growth of online auctions and online retailing is increasing rapidly, so the potential of online marketing is enormous. This study is to explore the questions about how consumers choose either online auction platform or online retailer as the channel to purchase products, and examine the antecedents that might affect the decision. We develop a model that the cognitive variables of consumers, i.e. convenience, price, services, web design, trust, and security, influence the web channel decision, and high-lowpriced product and purchase situation as moderating variables. Given a 2×2 scenarios design,there are 320 respondents participated in this survey. The results confirm most of the research hypotheses, and there are some interesting findings in moderating effects. Online marketing strategy suggestions and implications are also provided.