網際網路的興起,不但使網路使用人口快速地攀升,同時帶動網際網路在商業應用的發展。在這樣的影響下,使網路競標逐漸形成一種網路消費的模式。另一方面,在競爭日益激烈的環境下,品牌經營的觀念益形重要。然而,在網際網路的環境裡,建立品牌較實體世界為不易,因為在網際網路中,資訊是完全公開透明的,新技術或新行銷方法很快就可能被競爭者模仿;網路使用者可很容易的作搜尋與比較,使忠誠度不易創造。 本研究目的將針對Yahoo!奇摩拍賣網站以及eBay拍賣網站兩家拍賣網站為評估客體,應用多元尺度分析方法,探討Yahoo!奇摩拍賣網站以及eBay拍賣網站的品牌知覺圖與相關資訊,了解在拍賣網站品各屬性準則之標竿品牌分析,以及兩家拍賣網站的競爭態勢分析。本研究回收有效問卷共394份,研究結果可看出Yahoo!奇摩拍賣網站表現的較為出色,eBay拍賣網站表現的較為遜色。
The raise of the internet network not only makes the population arise quickly, but increase the commercial application of the internet. Under the effect as that, it makes the internet auction site a new mode of consumption. In the other way, in the environment of serious competition, the notion of brand management will be more important. However, it is not easy to build up the brand in the real world. Because the information is public and transparent completely in the world of internet network, new technique and new sales methods will be imitated quickly. The internet users could search and compare the information easily, so the royalty of brand will not be created easily. The objective of this research is to confer the factors which will affect the internet auction by the viewpoint of the consumers. It will focus on the Yahoo! auction site and eBay auction site to be the evaluation units of this research. And this research will use the Multidimensional Scaling Analysis to confer the perceptual map and related information with these two auction sites. It will try to understand the attributes standards of the top Benchmarking Analysis in internet auction and the Competitive Situation Analysis of the two sites. This research collected 394 valid questionnaires; the result showed that the performance of Yahoo! auction site is better than the eBay.