本研究為深入探討競標者對於拍賣網站的忠誠度，決定以涉入感做為研究競標者個人心理狀態的架構。研究問題為了解線上競標者的涉入感是否與網站忠誠度相關，希望藉由探討不同涉入程度的競標者使用拍賣網站的相關行為來檢視涉入感是否影響競標者對網站的忠誠度。研究以問卷調查方式進行，利用Zaichkowsky的個人涉入量表（Personal Involvement Inventory, PII）衡量線上競標者的涉入感，希望藉由了解該族群的心理涉入程度而分析該族群對拍賣網站是否具有忠誠度。
研究結果發現，個人持久性涉入感會影響競標者對拍賣網站的忠誠度，當競標者的個人持久性涉入感愈高，行為表現上愈顯示對拍賣網站具有忠誠度。在情境涉入感的部份，情境涉入感影響競標者對拍賣網站忠誠度的關係並不明顯，情境涉入感可經由因素分析萃取出網站內容、網站功能與網站資訊三項因素，其中只有網站功能會直接影響競標者對拍賣網站的忠誠度。此外，研究亦發現個人持久性涉入感與情境涉入感是共同、各別的影響競標者的忠誠度行為。最後，研究結果指出，當競標者於涉入感的程度上有高低的不同時，對於拍賣網站的忠誠度行為亦將有所不同。在重覆瀏覽網站的頻率部份，持久性涉入感高者不論其本身的情境涉入感是否較低，重覆瀏覽拍賣網站的頻率都較高。主動出價競標的頻率方面，持久性涉入感同樣是影響競標者對拍賣網站是否具有忠誠度的主要因素，但由各別的組別分析可以得知不同型式的涉入感與不同涉入程度的族群於網站忠誠度的相當行為上有明顯差異，因此研究建議業者可藉由不同程度的涉入感加以區分不同的消費族群，以進行各別的行銷方案，促進電子商務的發展。

The research is investigating the relationship between involvement of and loyalty of bidder on the Internet.The core question is to confer the behavior of bidders on the Internet that thay have different level of involvement about online auction. The study based on the Personal involvement inventory, produced by Zaichkowsky in Simon Fraser University British Columbia.
The research discovers bidder on the Internet who have high personal enduring involvement, they probably have the loyalty of the online auction site. And while bidder had high situational involvement, they are not sure to have loyalty.Because there are three main factors in the situational involvement, including of content of auction site, function of auction site, information of auction site.And the function of auction site is only one factor to effect the bidder who have loyalty of online auction site.
The result of the research is also to find that personal enduring involvement and situational involvement together effect bidders who have loyalty of the online auction site.Finally, the result exhibits bidders who have different level of personal enduring involvement and situational involvement, they have different level of loalty of online auction site.For these reasons, research find that personal enduring involvement is the most important index to explain consumer have loyalty to online auction.And the manager of online auction site can drive different marketing program in accordance with different level of involvement to increase loaylty of bidders on the Internet.

書名頁 ………………………………………………………………………i
論文口試委員審定書 ……………………………………………………iii
授權書 …………………………………………………………………… iv
中文摘要 ……………………………………………………………… vii
英文摘要 ……………………………………………………………… viii
誌謝 ……………………………………………………………………… ix
目錄 ……………………………………………………………………… xi
圖目錄……………………………………………………………………viii
表目錄………………………………………………………………………ix
第一章 緒論 ………………………………………………………………1
1.1 研究背景與動機…………………………………………………… 1
1.2 研究目的…………………………………………………………… 2
1.3 研究問題…………………………………………………………… 4
1.4 研究範圍…………………………………………………………… 5
1.5 研究特色…………………………………………………………… 7
1.6 研究流程…………………………………………………………… 8
1.7 章節簡介…………………………………………………………… 10
第二章 文獻探討…………………………………………………………11
2.1 線上競標行為分析…………………………………………………11
2.1.1 線上拍賣參與者相關研究…………………………………12
2.2涉入理論…………………………………………………………… 14
2.2.1涉入的定義………………………………………………… 14
2.2.2涉入的分類………………………………………………… 16
2.2.3涉入的研究架構 ………………………………………… 20
2.2.4 涉入研究模式 ………………………………………… 25
2.2.5 涉入對消費者行為的影響…………………………………......27
2.3 網路忠誠度………………………………………………………… 28
2.3.1忠誠度定義 …………………………………………… 28
2.3.2 忠誠度階段 …………………………………………… 31
2.3.3 網路忠誠度………………………………………………… 32
2.3.4忠誠度的衡量……………………………………………… 32
2.4 拍賣網站特性……………………………………………………… 36
2.4.1拍賣網站定義 …………………………………………… 37
2.4.2 拍賣網站商業模式………………………………………… 37
2.4.3 網路拍賣產品特性 ……………………………………… 39
2.5 探討心得…………………………………………………………… 39
2.5.1 涉入感……………………………………………………… 40
2.5.2網站忠誠度………………………………………………… 40
2.5.3拍賣網站 ………………………………………………… 41
第三章 研究方法 …………………………………………………………42
3.1 研究架構 ………………………………………………………… 42
3.2研究變數與操作型定義 ………………………………………… 42
3.2.1自變項 …………………………………………………… 43
3.2.2應變項 …………………………………………………… 44
3.3 研究假設 ………………………………………………………… 45
3.4問卷設計與量表檢驗……………………………………………… 46
3.4.1問卷設計 ………………………………………………… 46
3.4.2態度量表檢驗……………………………………………… 50
3.5資料搜集…………………………………………………………… 51
3.6統計方法…………………………………………………………… 52
第四章 研究結果與分析………………………………………………… 53
4.1持久性涉入感對網站忠誠度之影響探討 ……………………… 53
4.1.1持久性涉入感因素分析 ………………………………… 53
4.1.2網站忠誠度相關行為分析 ……………………………… 54
4.1.3持久性涉入感與網站忠誠度之相關分析 ……………… 55
4.1.4小結 ……………………………………………………… 56
4.2 情境涉入感對網站忠誠度之影響探討 ………………………… 56
4.2.1情境涉入感因素分析 …………………………………… 57
4.2.2情境涉入感對拍賣網站的忠誠度反應 ………………… 59
4.2.3小結 ……………………………………………………… 61
4.3涉入感與網站忠誠度之迴歸分析 ……………………………… 62
4.3.1涉入感對網站瀏覽頻率的影響 ………………………… 62
4.3.2涉入感對重覆出價頻率的影響 ………………………… 63
4.3.3涉入感對主動傳播拍賣資訊的影響 …………………… 64
4.3.4小結 ……………………………………………………… 65
4.4涉入程度差異對網站忠誠度的單因子變異數分析 …………… 67
4.4.1不同涉入程度於網站瀏覽頻率上的差異 ……………… 68
4.4.2不同涉入程度於重覆出價頻率上的差異 ……………… 69
4.4.3不同涉入程度於主動傳播拍賣資訊的差異 …………… 70
4.4.4 小結 ……………………………………………………… 70
第五章 結論與建議 ………………………………………………………73
5.1研究結論 ………………………………………………………… 73
5.1.1持久性涉入感與網站忠誠度之探討 …………………… 74
5.1.2情境涉入感與網站忠誠度之探討 ……………………… 75
5.1.3不同型式涉入感對網站忠誠度之影響探討 …………… 76
5.1.4不同程度涉入感對網站忠誠度之影響探討 …………… 77
5.1.5總結與建議 ……………………………………………… 79
5.2研究限制 ………………………………………………………… 81
5.2.1研究方法上的限制 ……………………………………… 81
5.2.2研究對象的限制 ………………………………………… 82
5.3研究貢獻 ………………………………………………………… 82
5.3.1市場經營面 ……………………………………………… 82
5.3.2學術研究面 ……………………………………………… 83
5.4未來研究建議 …………………………………………………… 83
參考文獻 ……………………………………………………………… 85
《附錄一》 ……………………………………………………………… 94
圖目錄
圖1：研究流程圖……………………………………………………………9
圖2-1：線上拍賣架構圖 ……………………………………………… 13
圖2-2：涉入研究的分類………………………………………………… 15
圖2-3：涉入感研究架構圖……………………………………………… 21
圖2-4：涉入感加乘模式示意圖 …………………………………………26
圖2-5：涉入感互動擴張模式示意圖 ……………………………………27
圖2-6：涉入感互動頂點模式示意圖 ……………………………………27
圖2-7：忠誠度概念架構圖 ………………………………………………30
圖3-1：研究架構圖 ………………………………………………………42
圖3-2：網路購物樣本數計算…………………………………………… 51
表目錄
表2-1：拍賣網站中B2C與C2C經營模式比較表………………………… 12
表2-2：涉入來源比較 ……………………………………………………20
表2-3：涉入感與忠誠度相關研究 ………………………………………34
表3-1 涉入感量表信度檢測 ………………………………………… 50
表4-1 持久性涉入感因素分析表 …………………………………… 54
表4-2 持久性涉入感與忠誠度行為相關分析 ……………………… 56
表4-3 持久性涉入與網站忠誠度關係之假設檢驗 ………………… 56
表4-4 情境涉入感因素分析結果 …………………………………… 58
表4-5 情境涉入感與忠誠度行為相關分析 ………………………… 61
表4-6 情境涉入感假設檢驗表 ……………………………………… 62
表4-7 涉入感與網站瀏覽頻率之迴歸分析 ………………………… 63
表4-8 涉入感與重覆競標頻率之迴歸分析 ………………………… 64
表4-9 涉入感與主動傳播資訊之關係 ……………………………… 65
表4-10 涉入感互動關係假說檢定結果 ……………………………… 67
表4-11 不同涉入族群與重覆瀏覽頻率之單因子變異數分析 ……… 68
表4-12 涉入程度高低與重覆瀏覽網站頻率之雪費檢定結果 ……… 69
表4-13 不同涉入族群與重覆出價頻率之單因子變異數分析 ……… 69
表4-14 涉入程度高低與重覆瀏覽網站頻率之雪費檢定結果 ……… 70
表4-15 不同涉入程度族群於忠誠度行為表現排名表 …………… 71
表4-16 不同涉入程度假設檢驗表 ………………………………… 71

Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., & Wood, S.（1997）. Interactive Home Shopping : Consumer, Retailer, and Manufavturer Incentives to Participate in Electronuc Marketplaces. Journal of Marketing﹐Vol.61, 38-39.
Antil, J. H.（1984）. Conceptualization and operationalization of involvement. Advances in Consumer Research, Vol.11 Issue 1, 203-210.
Arora, R.（1982）. Validation of an S-O-R model for Situation, Enduring and Response Components of Involvement. Journal of Marketing Research, November, 505-515.
Assael, H.（1998）. Consumer Behavior and Marketing Action.Kansas： South-Western Collage.
Athanasia, P., Jochen, P. & Eric, V.H.（2001）. Web auctions in europe: A detailed analysis of five business-to-consumer auctions. ERIM report series research in management, Vol.22（Nov）,p22.
Bain & Mainspring（2000）,網際網路研究報告，June 5,from http://www.mainspring.com/press/frameset/12406,pressrelease-view-51
Beam, C., & Segev, A. (1998). Auctions on the Internet: A field study. Working Paper 98-WP-1032, November.
Beaty, S. E., Lynn R. K.,& Pamela H.（1987）. The involvement-Commitment Model：Theory and implications. Jouranl of Business Research, Vol.16 Issue.2, 149-167.
Belk, R. W.（1975）. Situational variables and consumer behavior. Journal of Consumer Research, Vol.2（Dec.）, 157-164.
Bloch, P. H.（1981） An exploration into the scaling of consumer’s involvement with a product class. In K. B. Monroe（Ed.）, Advances in consumer research, Vol.8, 61-65.
Bloch, P. H. & Richins, M. L.（1983）. A theoretical model for the study of product importance perceptions. Journal of Mmarketing, Vol.47（Summer）,69-81.
Brown, G.（1952）. Brand loyalty fact or fiction. Advertising Age, Vol.23, 53-55.
Bankart, C. P. & Olson, R. L.（1986）. Internally and Socially Based Determinants of the Acceptance of Persuasive Communications. Journal of Social Psychology, Vol.126 Issue 6, 715-725.
Bhote, K.R.（1996）, Beyond Customer Satisfaction to Customer Loyalty. American Management Association：New York, p.31.
Celsi R. L. & Olson G. C.（1988）. The role of involvement in attention and comprehension processes. Journal of consumer research, Vol.15（Sep）, 210-224.
Day, G. S.（1970）. Buyer Attitude and Brand Choice Behavior. New York: Free Press.
Dick, A. S. & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of Academy of Marketing Science, Vol.22 Issue 2, 99—113.
Eroglu, S.A., Machleit, K.A., Davis, L.M.（1999）. Atmospheric qualities of online retailing A conceptual model and implications. Journal of business research, Vol.1, 177-184.
Engel, J. F., & Blackwell, R. D. (1982). Consumer Behavior, New York：Dryden Press, pp.687-690.
Flynn, L. R., & Goldsmith, R. E.（1993）. Identifying Innovators in Consumer Service Markets. Service Industries Journal, Vol. 13 Issue 3, 97-110.
Fournier, S. & Yao, J. L.（1997）. Reviving brand loyalty: A reconceptualization within the framework of consumer--brand relationships. International Journal of Research in Marketing, Vol. 14 Issue 5, 451-473.
Gotlieb, J. B. & Sarel, D.（1991）. Comparative advertising effectiveness: The role of involvement and source credibility. Journal of Advertising, Vol. 20 Issue 1, 38-46.
Griffin, J.（1997）.Customer loyalty：How to earn it, how to keep it. New York： Lexington Books.
Weber, J. E. & Hansen, R. W.（1972）. The Majority Effect and Brand Choice. Journal of Marketing Research, Vol. 9 Issue 3, 320-324.
Hoffman, D. L. & Novak, T. P.（1995）. Marketing in Hypermedia Computer Mediated Environments; Conceptual Foundations. Journal of Marketing, Vol.60, 50-68.
Jacoby, J. & Kaplan L.（1972）. The components of perceived risk. Association for Consumer Research, Proceedings of 3ed Annual Conference, 382-393.
Jacoby, J., Chestnut, R.W., Hoyer, W.D., Sheluga, D. A.& Donahue, M.J.（1978）. Psychometric characteristic of behavioral process data：preliminary findings on validity and reliability. Advances in Consumer Research, Vol. 5 Issue 1, 546-555.
Jones, T. O. & Jr Sasser W. E.（1995）. Why satisfied customers defect. Harvard Business Review, Nov-Dec, 88-89.
Kai, W., Eric, T.G. & Chi-Feng Tai（2002）. A study of online auction sites in Taiwan: product, auction rule, and trading type. International Journal of Information Management, Vol22 ,127—142.
Kalyanaram, G. & Little, J. D.C.（1994）. An Empirical Analysis of Latitude of Price Acceptance in Consumer Package Goods. Journal of Consumer Research, Vol.21,（Dec）,408-418.
Kapferer, J-N & Laurent, G.（1985）. “Consumer involvement profiles：a new practical approach to consumer involvement. Journal of Advertising Research, Vol.25 No.6, 48-56.
Klein, S. & O’Keefe, R.（1999）. The impact of the Web on auctions: some mpirical evidence and theoretical considerations. International Journal of Electronic Commerce, Vol.3 No.3, 7-20.
Krugman, H.E.（1965）. The Impact of television Advertising Learning Without Involvement. Public Opinion Quarterly, Fall, 349-356.
Laczniak, R. N., Muehling, D. D.& Grossbart, S.（1989）. Manipulating Message Involvement in Advertising Research. Journal of Advertising, Vol.18 Issue 2, 28-39.
Lutz, R. J. & Kakkar, P.（1975）. The psychological situation as a determinant of consumer behavior. Advances in Consumer Research, Vol. 2 Issue 1, 439-454.
Lynch, P. D.（2001）. The Global Internet Shopper: Evidence from Shopping Tasks in Twelve Countries. Journal of Advertising Research, Vol.41 Issue 3, 15-24.
Martin C. L.（1998）. Relationship marketing：a high-involvement product attribute approach. Journal of product & brand management, Vol7 No.1, 6-26.
McAfee R. P. & McMillan, J.（1987）. Auction and bidding. Journal of Economic Literature, Vol.25 Issue 2, 699-739.
Mitchell, A. A.（1979）. A potentially important mediator of consumer behavior. Advances in consumer research, Vol.6, 191-196.
Mitchell, A. A.（1981）. The dimensions of Advertising involvement. Advances in consumer research, Vol.8 Issue 1, p24-30.
Mitchell, V. W. & M. Greatorex（1993）. Risk perception and reduction in the purchase of consumer services. Service Industries Journal, Vol.13 No.4, 179-200.
Mittal, B.（1988）. The role of affective choice mode in the consumer purchase of expressive products. Journal of economic Psychology, Vol.9, 499-524.
Mittal, B.（1989）. Measuring Purchase-Decision Involvement ：Psychology & Marketing, Vol.6 Issue 2, 147-160.
Oliver, R.L.（1980）. A cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, Vol.17, 460-469.
Oliver, R.L.（1999）. Where Consumer Loyalty? Journal of Marketing, Special issue, p33-44.
Otto R. K. & Eric V. H.（2002）. The role of product quality information, market state information and transaction costs in electronic auctions. Academy of Management Proceedings 2002 , TIM: I1.
Parkinson, T. L., Schenk, C.T.（1980）. An empirical investigation of the S-O-R paradigm of consumer involvement. Advances in Consumer Research, Vol.7 Issue 1, 696-701.
Peter, J.P. & Olson, J.C.（1987）. Consumer behavior :marketing strategy perspectives. New York：Irwin.
Pirjo, L.（1994）. Consumer involvement/concepts and research. London：Routledge.
Ray, M.L.（1973）.Marketing communication and Hierarchy-of-effect . New models for Mass communication research, sage publication, 147-176.
Ravi, B., Paulo G.& Alok G.（2000）. A theoretical and empirical investigation of multi-item on-line auctions. Information Technology and Management, Vol.1, 1-23.
Reichheld, F.F.（1996）, The loyalty effect：the hidden force behind growth, Profits and Lasting Value
Reynolds, F.D., W.R. Darden and W. Martin（1974）. Developing an image the store-loyal customer. Journal of retailing, Vol.50, No.4, 73-84.
Rheingold, H. (1993) Virtual Community: Homesteading on the Electronic Frontier .New York：Addison-Wesley.
Richins, M. L., Bloch, P. H., McQuarrie, E. F.（1992）. How enduring and situational involvement combine to create involvement responses. Journal of consumer psychology, Vol.1, Issue 2, 143-153.
Robertson, K.（1985）. Employee Involvement in the Public Sector: a better bet. Public Money, Vol.5 Issue 1, 41-46.
Rothschild, M. L.& Houston, M. J.（1980）. Internal validity, external validity and the passage of time as issues in developing advertising effective measures. Advances in Consumer Research, Vol.7 Issue 1, 572-579.
Selnes, F.（1993）. An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, Vol.27 No.9, 19-35.
Sidne G. Ward and John M. Clark（2002）,Bidding behavior in on-line auctions：An examination of the eBay Pokemon Card Market. International Journal of electronic commerce, Vol.6 No.4 P139-155.
Sirohi, N., McLaughlin, E. W.& Wittink, D. R.（1998）. A Model of consumer Perceptions and store Loyalth Intentions for a Supermarket Retailer. Journal of retailing, Vol.74 Issue 2, 223-245.
Slama, M. & Tashchian, A. (1985). Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvment. Journal of Marketing, Vol 49, 72-82.
Smith, E. R. (2001). Seven steps to building e-loyalty. Medical
marketing and Media, Vol.36, 94-102.
Stone, R. N. & Gronhaug, K.（1974）. Perceived risk: further considerations for the marketing discipline. European Journal of Marketing, Vol.38, 54-60.
Taylor, T.B. (1998). Better loyalty measurement leads to business solutions. Marketing News, Chicago, Vol.32, 41-50.
Traylor, M. B. (1981). Product Involvment and Brand Commitment. Journal of the Advertising Research, Vol.21 No.6, 52-56.
Utpal M. D.（1998）. Involvement response models of Joint effects：An empirical tests and extension. Advances in consumer research, Vol.25, p499-506.
Warrington, P.& Soyeon S.（2000）. An Empirical Investigation of the Relationship between Product Involvement and Brand Commitment. Psychology & Marketing, Vol.17 Issue 9, 761-783.
Wonseok, O.（2002）. C2C Versus B2C: A Comparison of the Winner''s Curse in Two Types of Electronic Auctions. International Journal of Electronic Commerce, Vol.6 Issue 4, 115-139.
Wright, Peter（1973）. Cognitive Processes Mediating Acceptance of Advertising. Journal of Marketing Research, Vol.10, 53-62.
Zaichkowsky, J. L. （1986）. Conceptualizing involvement. Journal of Advertising, Vol.15, No.2, 4-14.
Zaichkowsky, J. L. （1994）. Research notes ： the personal involvement inventory：reduction, revision, and application to advertising. Journal of Advertising, Vol.23 No.4, 59-70.
Zaichkowsky, J. L.（1985）. Measuring the involvement construct. Journal of Consumer Research, Vol.12, 341-352.