Kao Yuan University

104

Brown Gibson C2C

40031A2265 40031A2252

40031A1289 40031A1389


104 12 23

Kao Yuan University

104

Brown Gibson C2C

()

()
 ()

()

()

()

(C2C ) 1995

eBay Onsale

C2C

Brown Gibson

C2C

1.
2. Brown Gibson
3.

C2CBrown Gibson

I
 Abstract
Online Auction (C2C E-commerce) is a business with high homogeneity and

low entry barrier. Since the emergence of the online auction sites, eBay and Onsale,

in 1995, the market scale has promoted quickly during the past few years. This

research discusses and define the factors which influence C2C Online Auction.

Collect Online Auction related literature to conclude with critical factors, objective

factors and subjective factors about using Online Auction platforms. Applying the

Brown Gibson model, finding out the weighting factors and calculate the last

measures. The result of the measuring value could recommend this auction site to

buyers and sellers. The method of the research can be provided to those users which

are interested to join the C2C Online Auction, and could be used as an example for

decision.

KeywordsE-commence, C2C, Online Auction, Brown Gibson model.

II

I
Abstract II
III
V
VI
1
1-1 1

1-2 2

1-3 3

1-4 4

5
2-1 C2CCustomer to Customer 5

2-1.1 C2C 5

2-1.2 5

2-2 7

2-3 12

2-4 14

2-5 20

2-6 21

2-7 Brown Gibson Customer to Customer 23

24
3-1Brown Gibson 24
III
 1 25

2 26

3(OFM) 27

4(SFW) 28

5 29

6(SFM) 30

7/ 31

8 31

9 32

10 33

34
35

IV


1-1 .....................................................................................................10
2-1 Cyr et al.(2006) ..........................................................21
2-2 Gommans et al.(2001) ..................................23
2-3 Ribbink et al.(2004) ..........................................25
3-1 .....................................................................................................38

3-1 .............................................................................................26
3-2 (OFM)...........................................................................27
3-3 (SFW)......................................................................................28
3-4 (SFW).............................................................29
3-5 (SFW).........................................................................30
3-6 (LM)...........................................................................................31
3-7 .....................................................................................................32

VI


1-1

2006 1,452

(C2C) 517
C2C (customer to customer)

2008 C2C 1,071 38.5% C2C

Yahoo

Ruten Line MallShopee Taobao Rakuma

eBay GmarketFacebook

C2C

1
1-2
C2C

C2C C2C Consumer to Consumer

eBay

C2C

C2C

2
1-3
Oliver (1981)

Czepiel (1974)

(Howard Sheth, 1969; Churchill Surprenant, 1982; Ostrom Iacobucci,

1995)
Singh (1991)

Parasuraman (1994)

C2C Brown Gibson

Brown Gibson 1972 P. Brown D. Gibson

3
1-4

1-1

2-1 C2CCustomer to Customer

C2C

C2C

C2C

C2C

C2C

EbayYahoo
2-1.1 C2C
MIC C2C

2008 C2C 1,071 2007

38.5%
C2C

C2C

C2C

C2C
2-1.2
20-29 2008

20-29 70% 30-39

65%

(48.4%)

(31.1%)/ 68.9% 5

87%

5
2008 39.4% 5.3%

30.1% C2C

6
2-2

(Newman and Werbel, 1973;

Kasper, 1988)
Jarvenpaa and Todd

(1997)

Rulac (1993) 1990

(199719971997)

Kasper (1988)

Barue et al. (1995)

1997

7
 Ducoffe (1996)

Jarvenpaa and Todd (1997) 220

Eighmey (1997)

(Kalyanaramand Little, 1994; Keaveney, 1995; Sivakumar and Raj,

1997) Alba et al. (1997)

(1998)

(store image) (Kunkel and Berry, 1968; Lindquist,

1974; Hansenand Deutscher, 1977) (1999)

77.0%

61.5%

60.8%

(trust)

(Moorman et al., 1993;Morgan and Hunt, 1994; Garbarino and Johnson,

1999)

(Berry, 1995; Dwyer et al., 1987; Moorman et al.,1993;Morgan and Hunt, 1994)

Morgan and Hunt

Prichard and Howard (1999)

(Hrebiniak, 1974)

(1999)

IDC (1999)

Dick and Basu (1994)

9
 Fishbein and Ajzen (1980)

(significant referents)

(Dick and Basu, 1984)

Garkenfors (1979)

/ 51

(Hoffman and Novak, 1996; Frame and Grady,

1997)

Smith and Swinyard

(1983) Engel et al. (1968)

Mattson

(1982)

Ward and Robertson (1973)

Kumar and Leone (1988)

Richmond (1996)

10


(Richmond, 1996)

11
2-3
(e-loyalty)(loyalty)

GommansKrishnan and Scheffold(2001)

Anderson Srinivasan(2003)

Corstjens Lal(2000)

11

(George Nina & Antonis 2004) Boyer Hallowell

andRoth(2002)

SrinivasanAnderson and Ponnvavolu(2002)

12
 David Gefen Pat Devine(2001)

20% 40%

13
2-4

SriniRolph and Kishore(2002)

8c
(1) (customization)

(2)(contact interactivity)

(3)(cultivation)

(4)(care)

(5)(community)

(6)(choice)
(7)(convenience)

(8) (character)

Srini et al.(2002)8c (convenience)

Gefen Devine(2001)

14

SERVQUAL

(beneficial search engines)

(sitesecurity)(lack of annoying banners)

(quick response time)(customer recognition)

SERVQUAL

CyrHassaneinHead and Ivanov(2006)

2-1Cyr et al.(2006)

(perceived usefulness) (trust) (enjoyment) (e-

loyalty)(perceived socialpresence)
15
(Perceived ease of use)
Gommans et al.(2001)

(E-loyalty)

(E-loyalty)

Gommans et al.(2001)

(1)(value propositions)(2)

14(brand building)(3)

(trust and security)(4)

(website & technology)(5)(customer service)

16
 2-2 Gommans et al.(2001)

(1) (value propositions)

17


(2)(brand building)

(3)(trust & security)

(4)(website & technology)

(5)(customer service)

RibbinkRielLiljander and Streukens(2004)

2-3

18
 2-3 Ribbink et al.(2004)

(1) (Assurance)

(2) (Ease of use)

(3) (E-scape)

(4) (Responsiveness)

(5) (Customization)
19


20
2-5
(Jupiter Communications 1999)

(Kanfman-Scarborough and Linquist 2002)

(Jensen et al., 2003)

(Shina 2000)Adamy (2000)

(Amazon.com)

(Campell 1999)

(Jiang and Rosenbloom 2005)

(Kalwani and Yim 1992)

(Marn,2000)

(Hardesty & Suter 2000)

Hardesty & Suter (2000)

21


(Sotgiu andAncarani 2005; Tang and Xing 2001; Ancarani and Shankar 2004)

(shipping and handling; S&H)

(Ancarani & Shankar 2000)

(Cassar2001)Jupiter Media Matrix (2001)63%

Cao, Gruca, and Klemz (2003)

2-6

(Berry1995)

(Gundlach andMurphy 1993)Dwyer (1987)

(Papadopulou et al., 2001)

(Ribbink, Lijander, and Streukens 2004)

22

Jarvenpaa, Trackinsky, and Vitale (2000)

Ribbink, Liljander, and Streukens (2004)Zeithaml et al., (2000)

Harris and Goode (2004)

Schlosser, White, and Lloyd (2006)

(Browser)

(Roseblatt 1978)

Gefen, Karahanna, and Straub (2003)

(Crosby et al., 1990;

23
Doneyand Cannon 1997; Ganesan 1994; Gefen 2002; Jarvenpaa et al., 2000;

McKnight etal., 2002; Schurr & Ozanne 1985)

()

Pavlou (2003)

(perceivedusefulness)(perceived

ease of use)

Pavlou and Gefen (2004) Pavlou (2003)

(feedback system)

(McKnight & Chervany 2002)

2-7 Brown Gibson Customer to Customer

Brown Gibson 1972 P.Brown

D.Gibson

24

3-1Brown Gibson

Mi Ci [ D Oi (1 D ) Si ]

(1)M
Mi i

Ci i 0 1

Oi i 0~1

Si i 0~1

D 0~1

1
2
3(OFM)
4(SFW)
5
6(SFM)
7/
8
9
10

25

Yahoo Ruten

Line MallShopee Taobao Rakuma eBay

GmarketFacebook Brown Gibson

( 500 )( 500 )
GMV
()

()

26
 2
3-1

3-1



Y* 1 1 1 1 1 1
R* 1 1 1 1 1 1
L* 1 1 1 0 1 0
S* 1 1 1 0 0 0
T* 1 1 1 1 1 1
e* 1 1 1 0 0 0
G* 1 1 1 0 0 0
F* 0 1 0 0 1 0

27
 3(OFM)
3
GMV (OFM)
OFM 3-2
3-2 (OFM)

GMV OFC OFM

Y* 800 800 1220 2820 0.131
R* 1 800 1439 3239 0.150
T* 3900 3.7 7870 15470 0.719

28
 4(SFW)
4
(SFW) 3-3
3-3 (SFW)



1 1 1
2 1 0
3 1 0
4 1 0
5 1 0
6 1 1
SFW 0.375 0.375 0.125 0.125

29
 5

4 (SFW) 3-4

3-4 (SFW)
Y* R* T*
1 1 0
2 0 1
3 1 0
SFW 0.125 0.125 0.125

1 0 1
2 1 0
3 1 0
SFW 0.125 0.250 0.000

1 0 1
2 1 0
3 1 0
SFW 0.125 0.250 0.000

1 0 1
2 1 0
3 1 0
SFW 0.125 0.250 0.000

30
 6(SFM)

(SFW) 3-5
3-5 (SFW)

SFW
Y* R* T*
0.125 0.125 0.125 0.375
0.125 0.250 0.000 0.375
0.125 0.250 0.000 0.125
0.125 0.250 0.000 0.125
SFM 0.1250 0.2031 0.0468

31
 7/
/ 8:2 OFM : SFM = 0.8 : 0.2

8
OFM : SFM = 0.8 : 0.2 3-6 T*
0.5840

OFM
3-6 SFM
(LM) LM
Y* 0.1310 0.1250 0.1300
R* 0.1500 0.2031 0.1610
T* 0.7190 0.0468 0.5840

32
 9
/(LM)/

3-7 3-1

3-7

OFM

0.10 0.20 0.30 0.40 0.50 0.60 0.70 0.80 0.90 1.00
Y* 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13
R* 0.20 0.19 0.19 0.18 0.18 0.17 0.17 0.16 0.16 0.15
T* 0.11 0.18 0.25 0.32 0.38 0.45 0.52 0.58 0.65 0.72

3-1

33
 10
/
(OFM) 0.2(SFM) 0.8 R*(LM)
T*(LM)

34


-

Yahoo Ruten
Line MallShopee Taobao Rakuma eBay
GmarketFacebook Brown Gibson

T* R*

35

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[2] 8
1 2006
[3]
2008
[4]
http://www.find.org.tw/trend_disp.asp?trend_id=10512000 6
[5] 2008 http://www.find.org.tw/2008 7

[6]

[7] 25
[8] AHP
2002
[9]
2001
[10]
2001
[11]
2006
[12] Chang, H. H., & Wang, H. W. The relationships among e -service quality, value, satisfaction
and loyalty in online shopping. European Advances in Consumer Research, 8(1), 10-14,2008.
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antecedent and consequence of satisfaction. Journal of Marketing Research, 36(2), 171-
186,1999.
[14] Brown, L. G. Convenience in services marketing. The Journal of Services Marketing, 4(1), 53-
59,1990.
[15] Chiang, K. P., & Dholakia, R. R. Factors driving consumer intention to shop online: An
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[16] Liu, C., & Arnett, K. P. Exploring the factors associated with web site success in the context of
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[17] Brown, P.A., Gibson, D.F., A quantified model for facility site selection application to multi-
plant location problem, AIIE Transactions, Vol.4, No.1, 1972, pp. 1-10

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