隨著網際網路的基礎建設逐漸完善與教育普及，線上拍賣購物模式逐漸被國人所接受。過去對於消費者利用商品線索進行商品評估的研究大多著重在實體通路上，對於線上拍賣購物的虛擬通路亦逐漸受到重視。本研究經由理論的論述整合商品線索、知覺風險及知覺品質相關研究，實證所提出購買意願模型的適切性。本研究以線上拍賣購物網站為研究對象，採平均配額抽樣及立意抽樣在台灣雅虎奇摩拍賣購物共取得328份有效的樣本，以結構方程模式(SEM)驗證研究之假設關係。研究發現；1.建構之購買意願整合性模式適用於線上拍賣購物；2.賣方聲譽是顯著影響購買意願的商品線索因素；3.知覺品質和知覺風險是商品線索和購買意願的中介變項。研究結論可以提供賣場經營者參考，以及後續研究方向的建議。
As the impacts about the maturity of Internet infrastructure and the increasing knowledge and understanding, on-line auction shopping websites have become widely accepted. Most past studies in how product cues can be used to evaluate products have focused on physical environment, paid attention to virtual environment of on-line action shopping websites gradually. Drawing from product cues, perceived risk and perceived quality theory, which were integrated, and empirically tested the resulting in a proposed purchase intention model. Equal allocation and purposive sampling were chosen. A total of 328 effective samples were collected in Taiwan Yahoo! kimo on-line auction shopping website. Structural equation modeling is applied to test the model and hypotheses. The findings are summarized as follows: 1. The proposed purchase intention model fits on-line auction shopping websites. 2. The reputation is the factor which significantly affects purchase intention. 3. Perceived risks and perceived quality are the mediator that affect purchase intention. Also, the conceptual framework of this study may provide some insights to the seller and further research in this field.
