摘要
由於時代的變遷在加上全球國際化的影響下，使交易的種類與方式變的更加多元化，不論是以從傳統拍賣或網路拍賣，都會吸引一定的消費族群，由於某些拍賣風險，會影響消費者的行為模式。本研究的目的在揭露網路拍賣及傳統拍賣的風險來進行分析，以問卷的方式加上實際的拍賣實驗，來找出兩種不同類型的拍賣風險對於消費者行為認知上的差異。本研究經隨機取樣進行問卷調查，有186位消費者為有效樣本，並採用
t檢定，經資料分析後，研究結果發現消費者對網路拍賣和傳統拍賣的購物行為及風險認知有顯著的差異。在需求認知，網路拍賣對身體風險高於傳統拍賣，但是傳統拍賣對時間風險與財務風險高於網路拍賣。總而言之，消費者購物行為和模式將會隨著風險及利益而有所改變。
關鍵字：傳統拍賣、網路拍賣、拍賣風險、消費者行為、風險認知。
ABSTRACT
Due to the rush change of society and the effect of globalization, there are many reasons making the kinds of auction models diversified. No matter what kind of auction is, it will attract the specific groups. Thanks to some risks of auction, it affects the consumer’s patterns of behavior. The purpose of this study is to expose the risks of traditional auction and internet auction on 186 consumers. This study is a quantitative research, using the questionnaire survey, t test to find the differences of the two models of auction. The result shows the significent differentces between internet auction and traditional auction cognition and shopping behavior. Moreover, the consumers’ cognition on internet auction at the risk of physical is more than traditional auction, but the consumers’ cognition on traditional auction at the risk of time and financial are more than internet auction. In addition, consumers’ purchasing behavior and models will be changed by the factors of risks and benefits.
Keywords: Traditional Auction; Internet Auction; Auction Risk; Patterns of Behavior; Risk Cognition
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