本研究試圖描繪C2C拍賣網站顧客滿意與抱怨之輪廓，以作為網站平台改進與消費者交易雙方之參考。因此本研究選擇全國最大之Yahoo!奇摩拍賣，下載書籍與衣服商品類別的討論區與評價區之資料，並以內容分析法進行分析。本研究以ECUSI為基礎，發展出C2C拍賣網站之滿意與抱怨類目。 在討論區的部分，結果顯示對平台抱怨之「顧客服務」與「資料管理與隱私權」兩項之比例，顯著高於對賣方之同類目；在買方與賣方間，對賣方之「拍賣操作」比例，不論是組內或組間，皆顯著高於對買方之比例，而「使用制衡機制」與「合理正當交易」兩類目則是組內或組間之對買方比例顯著高於對賣方之比例。在評價區的部分，研究結果發現，對賣方之「賣方資訊提供」、「賣方顧客服務」與「包裝」，以及對買方之「買方合理正當交易」類目，會因為產品之個人化與否而有所差異；而不同類別(對買方與對賣方)但相同類目之比較，則僅「合理正當交易」類目在整體與非個人化之產品部分，對買方該類目之滿意比例較對賣方之滿意比例為高。本研究並比較討論區與評價區之抱怨之差異，結果發現對賣方之「賣方資訊提供」類目在此兩區域中之比例皆相當高。而在對買方之抱怨部分，評價區中之比例依序為「買方合理正當交易」與「使用制衡賣家機制」，與討論區中之順序完全相同。此一研究結果明確地提供網路拍賣顧客對於買方、賣方與平台之滿意與抱怨的項目，以及這些項目與個人化產品可能的潛在關係；此外，並從「雙因子理論」觀點，整理出使網路拍賣顧客滿意的「激勵因子」與使顧客不滿意的「保健因子」，這些結果可提供學界未來探究C2C拍賣之顧客滿意與抱怨之基礎，同時可提供拍賣之平台、賣家與買家之重要參考。 In this study, we tried to describe the profiles of customer satisfaction and complaints when they auctioned on websites for the reference of improvement of C2C online auction sites and people who participated in that transactions. This study chose Yahoo Auction Website, the largest auction website nationwide, and used content analysis to analyze information downloaded from the BBS and appraisal area of the commodity regarding books and clothes. The ‘category’ was developed on the basis of ECUSI,. In the BBS, the results showed that the ratio of complaint to Yahoo Auction Website on the two items of ‘customer service’ and ‘data management and rights of privacy’ was higher on the part of buyers than that of sellers’. The ratio of ‘auction operation’ of sellers was higher than that of buyers either within the group or between the groups. The ratio of ‘using balance mechanism’ and ‘rational transaction’ to the buyers was higher than to the sellers either within the group or between the groups. In appraisal area, the results revealed that the frequencies of customer satisfaction and complaint were determined by personalization of products for the category of ‘seller’s information providing’, ‘seller’s customer service’ and ‘package’ and the category of ‘buy’s ‘rational transaction’’. However, in the comparison of different classes but the same category, only the category of ‘rational transaction’ in terms of the overall and non-personalized products had higher satisfaction on the part of buyers than sellers. In this study, we also compared the difference of customer complaint between BBS of Yahoo auction and its appraisal area and found that the ratio of the category of ‘seller’s information providing’ was quite high in those two areas. As for complaint on the part of buyers, the category of ‘buyer’s rational transaction’ had exhibited higher ratio of complaint than the category of ‘using balance mechanism’ in the appraisal area with the same result found in the BBS of Yahoo Auction. The results of this study provided information concerning the items of satisfaction versus complaint the Internet Auction customers towards buyers, sellers and the platforms as well as the potential relationship between these items and personalized products. Moreover, from the perspective of “two factor theory ” , this study had also identified the satisfactory “motivation factor/motivators” and the unsatisfactory “hygiene factors” which influenced the Internet Auction customers. The research results can be used as a basis for the academic field exploring customer satisfaction and complaint of C2C auction; moreover, it can also be used as important reference for sellers, buyers and auction websites.
