近年有許多學者投入於線上拍賣的相關研究，然而，此些研究多著重在探索影響消費者競標意願的因素，鮮少有致力於討論買家在形成競標意願後的接續交易資訊溝通管道與付款/商品傳遞管道之選擇議題。本計畫擬執行實地實驗，於真實拍賣平台中設立實驗頁面，並由協助研究之組織管理者對其部屬下達購物指令，研究人員於賣方端記錄受試者在真實購物情境中的交易資訊溝通管道與付款/商品傳遞管道之選擇，並分析驗證商品購買決策任務模糊性、競標者之社交焦慮程度、線上拍賣使用經驗與管道選擇間的假說。
In recent years, researchers have dedicated their efforts to the online auction behavior. However, most of those studies focused on exploring the factors that influence the buyers’ bidding intention. Very few investigations paid attention to the subsequent selection of transactional information communication channel and payment/ product delivery channel. This study plans to build experimental auction pages in the real online auction platform for conducting the field experiment, and to examine the effects of purchase decision task equivocality, bidders’ social anxiety, and online auction usage experience on channel selection.
