近年來,有關拍賣網站之研究議題越來越多,但鮮少有研究是針對收費與未收費拍賣網站服務績效差異來做分析,本研究以Yahoo!奇摩與露天拍賣為對象,建構一套可用之評估模式。提供業者藉此議題瞭解顧客需求,及自己與同業競爭態勢。首先,本研究彙整國內外文獻,建立評估模式的理論基礎,之後進行前測,建立正式評估準則。最後透過網路問卷調查拍賣網站的使用者,經由回收後得到519份有效資料,依序進行敘述性統計、信度與效度分析、缺口分析(包含模糊SQPM法與成對樣本T檢定)、獨立樣本T檢定、單因子變異數分析與卡方檢定,並對兩種評估方法做比較後,得到以下研究結果:(1) Yahoo!奇摩及露天拍賣網站各分別有17與14個服務缺口。(2) Yahoo!奇摩及露天拍賣網站在各要項顧客滿意度有4項顯著差異。(3)不同人口統計變項與使用行為在拍賣網站收費機制認同程度有顯著差異。(4)使用角色與主要使用網站之間有顯著相關性。(5)從研究結果可以看出SQPM之敏感度較成對樣本T檢定不足,但SQPM可經由圖型,讓管理者在第一時間能判斷服務品質於重視度的高低。
Recently, research about auction websites is getting popular. However, the service performance assessment of the charge and free auction websites seem seldom to be analyzed. This research would use Yahoo!Kimo and Ruten auction websites as research subjects to establish a usable and reliable assessment model. By the research of this issue, the vendors of auction websitets can understand customer's demand, and the competition situation among auction websites. First, this study reviewed the literatures to construct theoretical foundation for assessment model as well as perform pilot study, and then, the formal model was established. Finally, by online questionnaire, this study retrieved 519 valid samples of auction website users. The study used descriptive statistics, reliability and validity analysis, gap analysis including fuzzy SQPM and paired sample t-test, independent sample t-test, one-way ANOVA and Chi-square test as analyzing tools. The results are presented as follows: (1)Yahoo!Kimo have 17 service gaps and Ruten have 14 service gaps. (2)Significant differences are dwelt on 4 service item between Yahoo!Kimo and Ruten auction websites. (3)Significant differences are dwelt on charge specification identified agree between the customers of different demographic and use behavior. (4)There is significant difference between the use role and main auction website. (5)In research results, SQPM is less sensitive than paired sample t-test, but the manager can judge the importance about service quality by SQPM plot in first time.