政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/148246

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政大機構典藏 > 資訊學院 > 資訊科學系 > 期刊論文 > Item 140.119/148246

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题名:	Exploring differences in the decision-making process between online auction sellers and barter site exchangers
作者:	謝佩璇 Hsieh, Pei-Hsuan;Hu, T. C.
贡献者:	資訊系
日期:	2024-06
上传时间:	2023-11-30 09:05:55 (UTC+8)
摘要:	Prior studies that have examined consumer behavior have focused more on purchasing intention than selling intention. Sellers hold certain personal values or economic views when selling their second-hand products on auction sites, and so do barter site exchangers, but the latter have values that differ from the former. In this study, we investigate how second-hand owners (sellers or exchangers) determine whether to place an item on an auction or barter site. Based on the Engel-Kollat-Blackwell model, we used a validated questionnaire to explore several internal and external factors. We found that four factors—perceived product condition, reference group, online word of mouth, and reference price— supported both the intention to use auction sites and their actual use, while we found two factors—personal value and reference group—supported barter site use. We used functional magnetic resonance imaging to further observe how utilitarian and hedonic personal values have different effects on sellers’ brain activities and decision-making behaviors regarding site choice.
關聯:	AIS Transactions on Human-Computer Interaction, Vol.16, No.2, pp.177-215
数据类型:	article
DOI 連結:	https://doi.org/10.17705/1thci.00204
DOI:	10.17705/1thci.00204
显示于类别:	[資訊科學系] 期刊論文

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