不同認知價值使用者對網路拍賣平台資訊需求差異之探討-以二手運動用品網路拍賣為例
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2014
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隨著環保意識抬頭和運動人口迅速成長，使用網路平台從事運動用品拍賣有逐年增加之趨勢，增添拍賣運動用品的國際化。本研究之主要目的是以網路拍賣二手運動用品為例，探討不同認知價值與使用者經驗對二手運動用品資訊需求之差異。研究方法採用文獻整理、網路問卷調查法與臺灣Yahoo!奇摩拍賣網站內容分析，在2014年3月共發出150份問卷，回收有效問卷103份，問卷回收率為68.7%。分析方法使用SPSS20.0版進行描述性統計、單因子變異數分析、雙因子變異數分析；並於2014年4月在臺灣Yahoo!奇摩拍賣網站上蒐集281筆「問與答」紀錄進行編碼與討論。研究結果發現：1. 網路拍賣使用者多為男性買家，並以立即買為最常見的交易方式，可依特性分為｢初階者、進階買家、一般買家、賣家｣；2. 不同使用者特性集群在商品受損程度、商品分類、商品所在地、商品圖片、商品頁面被瀏覽次數、拍賣剩餘時間有顯著差異；3. 不同認知價值特性集群在直接購買價、商品優惠方案、目前最高出價者、評價賣家等有顯著差異；4. 商品分類、直接購買價、評價賣家在不同使用者特性集群以及不同認知價值集群兩個變項中具有顯著差異；5. 三日內結標之二手運動用品平均一個商品的問與答則數為2.05次；最多的問與答數量落在商品描述、其次為商品價格、最後為系統功能。
As the increasing of sport population and the rising of environmental awareness, used sports equipment auctions on the internet have become a trend. The research’s purpose is to discuss different information demand among participants' experience and perceived values groups of used sports equipment on electronic auctions. In this study, research used quantitative survey method and content analysis, the questionnaire was distributed in social community sites from March 1 to 31, 2014. The total amounts of return were 150, 103 were valid and the valid rate was 68.7%. The content analysis were conducted at Taiwan Yahoo! auction site, 281 data were collected. The finding showed that: 1. the roles of the users mostly are buyers, men and university degree. Transactions method used most is “Buy It Now”. The user’s characteristics can be divided as "beginners", "pro-buyers", "general-buyers", “sellers”. 2. Item damage condition, category, location, pictures, number of browsing, Time left have significantly different demand on participant's experience groups. 3. Buy it now price, special offers, highest bidder, leave feedback to a seller have significantly different demand on perceived values groups. 4. Category, buy it now price, leave feedback to a seller have significantly different demand on both participant's experience and perceived values groups 5. Within 3 days closing the bid, the average Q&A of an used sports equipment was 2.05, and the most Q&A focues on product descriptions, then price, and then function.
As the increasing of sport population and the rising of environmental awareness, used sports equipment auctions on the internet have become a trend. The research’s purpose is to discuss different information demand among participants' experience and perceived values groups of used sports equipment on electronic auctions. In this study, research used quantitative survey method and content analysis, the questionnaire was distributed in social community sites from March 1 to 31, 2014. The total amounts of return were 150, 103 were valid and the valid rate was 68.7%. The content analysis were conducted at Taiwan Yahoo! auction site, 281 data were collected. The finding showed that: 1. the roles of the users mostly are buyers, men and university degree. Transactions method used most is “Buy It Now”. The user’s characteristics can be divided as "beginners", "pro-buyers", "general-buyers", “sellers”. 2. Item damage condition, category, location, pictures, number of browsing, Time left have significantly different demand on participant's experience groups. 3. Buy it now price, special offers, highest bidder, leave feedback to a seller have significantly different demand on perceived values groups. 4. Category, buy it now price, leave feedback to a seller have significantly different demand on both participant's experience and perceived values groups 5. Within 3 days closing the bid, the average Q&A of an used sports equipment was 2.05, and the most Q&A focues on product descriptions, then price, and then function.
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二手運動用品, 網路拍賣, 認知價值, 使用者經驗, used sports equipment, electronic auctions, perceived values, participant's experience