||At May 2003, Taiwan’s Internet auction market has been rising by one of eBay’s advertisement “ Mrs. Tang’s favor Pan-Long vast is broken by her husband.” And that brings Taiwan’s Internet auction market into the Warring States era. You can see that from the number of Yahoo auction’s volume of merchandise trade, which grew suddenly from 2000 deals at September 2001 to 18 million deals at May 2003. it’s growth rate is 900 times, and the sum of merchandise trade money is more than NT 100 billions. There are a lot of chances to make money in this burgeoning market.|
The consumer can save a lot of time and money from shopping on Internet auction, but this high technology benefit also creates various Internet cheating behavior. That’s the reason why people love this new transaction way, but are afraid to get hut from it at the same time. So, this research is focus on the consumer purchasing motivation and perceptive risk, attempting to realize the consumer’s demand and the behavior of avoiding perceptive risk by analyze how purchasing motivation and perceptive risk will effect the purchasing willing. And from analyzing the characteristics of the consumer, hope that we can provide suitable improving advises to the manager.
This research has received 210 valid questionnaires. We use two level cluster analysis and discriminant analysis to separate our sample data into three clusters by purchasing motivation and perceptive risk: The sample data is separate into high-demand motivation cluster, middle-demand motivation cluster and low-demand motivation cluster. About the variable of perceptive risk, the data is separated into financial-performance risk cluster, security risk cluster and physical-time risk cluster. And then,χ2 analysis, one-way ANOVA, factor analysis, canonical correlation analysis and Pearson correlation analysis are used for deeper analysis and discussion. The following list is our research result and finding:
1. On the Internet auction, the consumer’s purchasing motivation will effect their purchasing willing. When you have stronger motivation to purchase on Internet auction, your purchasing willing will be higher.
2. Perceptive risk will effect the consumer’s willing to purchase on the Internet auction. When you have stronger perceptive risk to purchase on Internet auction, your purchasing willing will be lower.
3. Perceptive risk will effect the consumer’s motivation to purchase on the Internet auction. When you have stronger perceptive risk to purchase on Internet auction, your motivation will be lower.
4. Perceptive risk, purchase motivation and purchase willing would be influenced by personal attribute. But the effect of demographic statistics variables, some of personal attributes, is not strong. In the contract, the effect of the other personal attributes, Internet behavior, make the perceptive risk, purchasing motivation and purchasing willing obviously different.