評估線上拍賣網站的經營績效與網站營收的觀點，多半是取決於該網站賣家的交易與投資，因此，如何避免賣家的轉移或是吸引賣家的持續經營，即是一項業界渴望獲知的課題，這也確實亟需深入的探討。然而，對於線上拍賣網站的實務案例與研究使用者轉移現象較適切的模式，目前仍鮮有具體紮實的研究成果。故本研究欲從貼近實務與建立適合的衡量模式，希望探究網拍賣家的轉移現象此重要議題與其相關之因素。
2006年七月台灣最大拍賣網站Yahoo!奇摩宣佈向賣家收3%的交易手續費，引起使用者的諸多意見；而同時新競爭者由eBay與PChome所組成的露天拍賣在此時成立並採取對應的策略，許多賣家因而思考轉換平台的問題。所以研究者認為在這個事件的背景之下，透過轉換成本觀點探討拍賣網站賣家的轉換行為是相當合理的。本研究嘗試以程序成本、財務成本與互動成本來衡量賣家的轉換成本。此外，本研究還希望進一步探討網站品質、費用、反套牢與反轉換對轉換意願的影響。
本研究透過問卷調查的方法收集資料，針對Yahoo!奇摩拍賣家進行系統性的抽樣方式，在拍賣討論版與BBS發放網路問卷，回收有效問卷292份，並經由PLS進行統計分析與檢驗模式，其結果為：轉換成本負向影響網拍賣家之轉換意願。網站的設計品質與互動品質會影響轉換意願。對收費的觀感會負向影響網拍賣家轉換意願。反套牢與反轉換對於轉換意願模型有調節作用，而網拍賣家的轉換意願則會正向影響轉換行為。根據以上發現，本研究提出對於網拍賣家在轉換平台時的指引方向與參考指標，並提供拍賣網站經營者具體有效的競爭策略建議與依據。

Basically, to evaluate the operational performances of online auction is according to seller’s transaction and investment in the auction website. Thus, how to maintain good relationship with the existing seller switching and attract new seller is the most attention and major care for auction service provider. However, there were few prior researches focused on the topic of online auction switching and examined from real case. In this study, we tried to develop a measuring model and explore the factors that relate to auction seller’s switching.
In July 2006, Yahoo! Kimo auction, the largest auction website in Taiwan, announced a new fee scheme which would charge 3 percent transaction handling fee on its sellers from Aug. 10. Many users expressed objection to the new charge scheme. During the same period, Ruten, a new joint venture auction website that combined eBay and Taiwanese portal operator PChome is nearly ready and makes some responding strategic approaches to attract new user. Many sellers of Yahoo! Kimo auction thought to switch auction provider. Base on the background, the study aim to explore auction seller’s switching behavior through switching costs, including procedure costs, financial costs, and relational costs. Moreover, we examined how website quality, fee, anti-lock-in, and anti-switching affect switching intention and behavior.
A total of 292 usable questionnaires were gathered through online surveys from auction discussion board and BBS. The data were analyzed by partial least squares (PLS) to test the hypotheses. We find that switching costs, website quality, fee have negative effect on seller’s switching intention. Anti-lock-in and anti-switching have moderating effect in the model. According to the finding, we provide useful guidance for auction seller and auction service provider.

ABSTRACT II
CHAPTER 1 INTRODUCTION 1
CHAPTER 2 LITERATURE REVIEW 6
2.1 SWITCHING COSTS 6
2.1.1 Definition of Switching Costs 6
2.1.2 Paper review of switching costs 6
2.2 ANTI-LOCK-IN 10
2.3 ANTI-SWITCHING 13
2.4 FEE 14
2.5 WEBSITE QUALITY (WEBQUAL) 16
2.6 SWITCHING INTENTION AND SWITCHING BEHAVIOR 20

CHAPTER 3 RESEARCH MODEL AND HYPOTHESES 22
3.1 RESEARCH MODEL 22
3.2 RESEARCH HYPOTHESES 24
3.2.1 Switching Costs 24
3.2.2 Fee 25
3.2.3 Web quality 27
3.2.4 Anti-Lock-in 29
3.2.5 Switching intention 31
3.2.6 Anti-Switching 32
3.3 RESEARCH METHODOLOGY 34
3.3.1 Participant and Sampling Process 34
3.3.2 Measurement Development 35
3.3.2.1 Switching Costs 35
3.3.2.2 Anti-Lock-In 38
3.3.2.3 Anti-switching 38
3.3.2.4 Website Quality 39
3.3.2.5 Fee 40
3.3.2.6 Switching intention and behavior 40
3.3.3 Instrument Validation and Pilot Study 41
3.3.4 Statistical approach 43

CHAPTER 4 DATA ANALYSIS OF RESULTS 44
4.1 DESCRIPTIVE STATISTICS 44
4.2 RELIABILITY AND VALIDITY 45
4.3 HYPOTHESES TESTING 48
4.3.1 Analysis of main effects 48
4.3.2 Analysis of moderating effects 49

CHAPTER 5 DISCUSSION AND IMPLICATIONS 55
5.1 RESULTS DISCUSSION 55
5.2 IMPLICATIONS FOR RESEARCH 56
5.3 IMPLICATIONS FOR PRACTICE 57
5.4 LIMITATIONS AND FUTURE STUDIES 58
5.5 CONCLUSIONS 58
REFERENCE 59
APPENDIX A. SURVEY QUESTIONNAIRE 65

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