針對Yahoo！奇摩拍賣網站的使用者(買家與賣家)進行問卷調查，研究Yahoo！奇摩拍賣網站收費後，服務品質、商品品質與商品價格對於顧客滿意度關聯性之研究。 問卷資料經由因素分析、信度分析、簡單廻歸分析及逐步迴歸檢定後，研究結果發現，服務品質、商品品質與顧客(買、賣家)滿意度有正向的影響。商品價格對顧客(買、賣家)滿意度沒有正向的影響。 最後，本研究建議拍賣網站在服務積極度與糾紛協調上要多加用心；建議商品賣家，好的拍賣商品品質是重要的。好的服務品質與商品品質可以吸引更多的顧客參與拍賣網站和保留原有的顧客繼續參與網路的拍賣。 A procedure is adopting the questionnaire to investigate the users who participated the online auction. Analysis the relationship among service quality, product quality, and good price on customer satisfaction. The data were analyzed by factor analysis, reliability analysis, regression analysis and stepwise regression analysis, the study finding that the service, product quality have influenced on customer satisfaction; the quality of product price has not influenced on customer satisfaction. Finally, this study suggests that the auction website must be more concerning for the actively service and the argue coordinating; suggests to seller that the best product is important. The best service and product quality can attract more customers participating the auction website and retain the customer continuing to participating the auction website.
