兩岸建構行動拍賣網站決策之探討

近年來，台灣與中國在資訊與通訊基礎建設上皆有快速的發展，順應第三代手機即將普及的潮流，兩岸將無疑地加速進入行動商務的時代。由於「拍賣」具有時間敏感度的特性，現代人隨身攜帶手機可以隨時隨地瀏覽拍賣商品資訊，出價、上架及查看商品拍賣情形，提高了拍賣過程中買賣雙方彼此互動的可能性，因此，拍賣業務在行動商務的環境下大有可為，引發本研究探討建構行動拍賣網站決策因素的研究動機。本研究使用層級分析法(Analytic Hierarchy Process，AHP)來探討影響兩岸建構行動拍賣網站決策因素的優先次序。首先，經由文獻探討歸得出建構行動拍賣網站的關鍵決策因素為「便利性」、「即時性」、「信任性」和「使用性」，並初步發展出各決策因素之評估準則，以專家前測問卷來確定各決策構念評估準則之有效性。其次，本研究分別對台灣與中國大陸地區的使用者進行問卷調查，利用層級分析法得到建構兩岸行動拍賣網站評估準則的優先次序。本研究結果發現，影響台灣建構行動拍賣網站決策因素的優先次序是：信任性、使用性、即時性與便利性；而影響中國大陸建構行動拍賣網站決策因素的優先次序是：便利性、信任性、使用性與即時性。另外，影響兩岸建構行動拍賣網站最重要三項評估指標為: 1. 行動拍賣網站提供容易學習的使用者介面; 2. 行動拍賣網站能提供消費者所需要的服務; 3.行動拍賣網站上再冷門的商品都可以找到。

關鍵字

電子商務；行動商務；行動拍賣；層級分析法

並列摘要

In recent years, Taiwan and China have experienced a rapid growth in mobile telecommunication industry. This has led to a massive increase in both the number of mobile users and the related business applications. Along with the development of the 3G mobile technology, Taiwan and China are about to enter the m-commerce era. Auction is a time-sensitive business application. Online auction started its journey two decades ago. Mobile auction is attractive since mobile devices provide the capabilities to upload, browse, bit auctions and manage the auction activities at anytime from anywhere. This motives the study to explore the decision-making factors to build a successful mobile auction site in Taiwan and China. This study applyies the analytic hierarchy process (AHP) to find out the influencing factors and criteria for building up the mobile auction website in Taiwan and China. By literature review and expert interview, four factors are obtained: convenience, ubiquity, trust and ease of use (CUTE). The criteria under each influencing factor are also determined. Then, the study conducts questionnaire surveys in both Taiwan and China. The result shows the priority order of influencing factors in Taiwan is: (1) trust; (2) ease of use; (3) ubiquity; (4) convenience, while the priority order in China is: (1) convenience; (2) trust; (3) ease of use; (4) ubiquity. The most important 3 criteria to build a successful mobile auction site are (1) Provide the user interface that is ease to learn; (2) Provide the utility service that users want most; (3) Users can find any auction goods in the mobile auction site.

並列關鍵字

e-commerce ； m-commerce ； mobile auction ； analytic hierarchy process

參考文獻

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國際替代計量

兩岸建構行動拍賣網站決策之探討

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