線上拍賣網站賣場體驗設計要素之應用分析－以Yahoo!奇摩拍賣網女性服飾類超級賣家為例

Applied Analysis on Experiential Design Elements of Online Auction Website－Take Supersellers of Women’s Clothing on Yahoo!Kimo Auction Site for Example

游雅雯(Ya-Wen Yu)

指導教授 ： 陳偉如 博士

元智大學/資訊學院/資訊傳播學系/碩士(2004年)

摘要

Yahoo!奇摩拍賣網為台灣第一大線上拍賣網站，其商品數目最多的類別為女性服飾（陳曉莉，民93h）。其中，「與成衣上游業者批貨之平價服飾」賣場競爭競爭最為激烈，其銷售表現相當搶眼。本研究先進行文獻蒐集與分析，匯整出線上拍賣女性服飾類賣場體驗要素，以「深度訪談」訪談Yahoo!奇摩拍賣網女性服飾類超級賣家，輔以「焦點團體座談」訪談超級賣家之商品買家，將拍賣流程各階段之線上拍賣賣場的體驗設計要素討論出來，最後本文對未來線上拍賣女性服飾類賣場設計提出建議，研究結果可應用於線上拍賣女性服飾類賣家在選擇賣場設計時，應考量之相關因素。
本研究結論為女性服飾類超級賣家之賣場體驗設計要素須建立「整體感」、「信賴感」、以及「認同感」，包括商品照片、商品本身魅力、賣家的服務態度、以及賣場風格的經營為女性服飾纇賣家之體驗設計要素之重點。再者，賣場之品牌人格化為線上拍賣賣場之賣家須著力之經營方向，此設計要素可破除線上商品低價的迷思，開創自我賣場風格。在研究建議方面，未來線上女裝拍賣市場將走向較為精緻，或較具風格化的賣場。每個賣場須有自己的定位與風格，且風格須建立在挑貨眼光與整體視覺上的呈現，開發自己的商品，發展獨特的商品搭配方式。

關鍵字

線上拍賣網站 ； 體驗設計 ； 女性服飾 ； 超級賣家

並列摘要

The Yahoo!Auction has become one of the largest online auction websites in Taiwan. Women''s clothing has the most number of products. (Cheng 2004) The category of “the clothes from the low-prices garment wholesalers” has the best comptitive ability and has the best market performance. Therefore, there raises many “Supersellers.” Firstly, the researcher reviews the literatrure and generalizes the experiential design elements of Women’s clothing on online auction website, and arranges “in-depth interviews” with the super sellers and “focus group” interviews with the buyers. The experiential design elements of each of the stages of the auction are discussed, which can be applied on the planning of stores on the auction sites. The researcher provides suggestions for the design of stores on the auction site.
The conclusion shows that the “Supersellers” have established the completeness, reliablity, and identification, which can be achieved through the use of photos, product attraction, sevice, and the style of the store. These are also crucial points for expeietential design elements. Moreover, the brand personalization is one of the most important directions for the online sellers. This design element can shatter the misconception that online products be always cheap. As for the further suggestions, the online auction sites of the women''s clothes are oriented towards being more elaborate and stylistic. Each of the auction site is supposed to have its own identity and style. however, the style should be based the insight of the seller and the whole visual effects of the store. The sellers are supposed to work out their own products and develop the original way of cross selling.

並列關鍵字

Online Auction Website ； Experiential Design ； Women’s Clothing ； Supersellers ； Supersellers

參考文獻

王聖涵（民91），《具提高顧客忠誠度能力之產品設計策略組合初探》。國立成功大學/工業設計學系碩博士班論文。

蔡兆傑（民91），《線上競標者的涉入感與其對拍賣網站的忠誠度研究》。元智大學資訊傳播學系碩士論文。

蔡雅敏（民91），《日本偶像劇行銷宣傳研究》。國立臺灣師範大學大眾傳播研究所碩士論文。

參考書目

Shapiro, C. & Varian, H. R.原著，張美惠譯（民89），《資訊經營法則》，時報文化出版。