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Study of Information and Interface Design for the Auction Sites
Online Auction Site, Online Auction, Website Information, Interface Design
|Issue Date: ||2011-12-01 13:29:18 (UTC+8)|
As digital information technology sweeps across the globe and that searching information on the Internet has became more convenient, e-business that comes along with the rise of Internet technology becomes more popular. The growth of online auction in particular is the largest and the most rapid. Due to the characteristics of low costs, low entry barriers and no time limits, more and more people are joining the online auction business. Online auction business is showing a trend of vigorous development. Moreover, the number of sellers who make online auction as their fulltime job is increasing year after year. It turns the competition in online auction market more intense. Yet more sellers means customers’ preferences are harder to get when operating auction sites. As more and more customers purchase by online auction, many problems relating to online auction are showing up. In addition to the security issue, other issues include complicated purchasing procedure, incomplete information and bad interface design. Although there are many literatures relating to online auction, there are only a few that discuss the information and the interface design of online auction sites. Therefore, first of all, in the research, the behavior patterns of online auction sites were used as the basis to investigate and evaluate the current status of the information and interface design of online auction sites in Taiwan and overseas countries. Next, questionnaire investigation was applied to collect consumers’ needs for the information and interface design of online auction sites. Finally, consumers’ needs and current status of the information and interface design of online auction sites were summarized to propose suggestions for the information and interface design of online auction sites. The results showed: After evaluating online auction sites, the information and interface design provided by the sites in some behavioral stages were not perfect. On the whole, the information and interface design provided on overseas sites were better than the sites in Taiwan. From the questionnaires, it is known that consumers did not value much the stages where they had to search the auction site and join membership; they were not satisfied with item comparison; they mostly valued the information and interface design provided during the behavioral stages such as post-purchasing actions, item examination, seller review and final purchasing; they were most satisfied with the provisions of information for discounted item, option interface for different categories on the site, information for latest item, best-selling item and on-sale item and the function of searching under specific category. Moreover, the satisfaction levels of all behavioral stages in the behavior pattern were highly correlated. Hopefully the research results may provide references to online auction site operators when improving the information and interface design in the future.
|Appears in Collections:||[經營管理研究所] 博碩士論文|
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