隨著網際網路的發達,人們除了普遍的使用網路外,現在拍賣網站這個領域也越來越蓬勃發展,本研究探討台灣地區拍賣網站之消費者使用拍賣網站後網站體驗、網站服務品質、關係品質、心流體驗、電子口碑、專屬資產與行為意向之間的影響及交互影響關係,並亟望能提供予拍賣網站經營者制定決策時的參考依據。 本研究採用問卷調查方式透過網路來蒐集樣本資料,以台灣地區曾經使用過拍賣網站之消費者為研究對象,透過網路問卷共計回收有效問卷471份。結果發現,網站體驗與網站服務品質對心流體驗與關係品質有正向的影響,心流體驗對關係品質有正向的影響,而行為意向則受到心流體驗與關係品質的正向影響,此外專屬資產對再購意願會造成干擾影響。
With the development of the internet, except common usage of internet, auction websites are more and more flourishing among developing internet services. The present work investigates the interrelationship between web user experience, web service quality, relationship quality, flow experience, electronic word-of-mouth, asset specificity and behavioral intention by surveying the internet users that have previous experience on using auction websites in Taiwan. The study uses a questionnaire survey through the internet to collect 471 qualified sample data from experienced users of auction websites. The result shows that web use experience and web service quality have positive effects on flow experience and relationship quality. Flow experience affects relationship quality positively and both of them can exert positive influence on behavioral intention. Moreover, asset specificity has a moderating effect on repurchase intention. This research can be very helpful for auction website operators in making managerial decisions.