在線上拍賣的動態環境之下有許多因素會影響到買方的購賣意願，特別是買方所認知到的知覺效用這方面。在Zhao（2004）所提出的研究當中將Hicksian的傳統福利理論作修改並且利用選擇權的觀念來衡量買方在購買行為中的願付價格。他並提出在現實環境中許多購買決策都是在動態的環境下作出決定，並且在這些交易過程中有承諾成本的存在。因此在動態拍賣市場中我們結合承諾成本與知覺效用的概念來衡量與瞭解這些的因素是如何的影響買方的知覺效用及購買決策。
然而許多研究也顯示賣方所提供對於價格促銷上的描述對買方新參考價格的形成而言會有定錨點的作用存在。雖然這些研究發現已在行銷研究上建立穩固的地位，但問題在是否能在動態且充滿不確定性的環境下依然有相同的作用便不得而知了。價格研究它強調當消費者在判斷產品價值時會將實際售價與參考價或標準之間作比較，而在拍賣市場裡這種價格差幅就像拍賣中的起標價與賣方預先設定的買斷價（直購價）一般。也因此我們想得知這樣的價格差幅會如何影響買方的內部參考價格、知覺品質與知覺效用。
此外，瞭解線上買方的購買模式對於發展成功的電子商務市場以及改善與買方之間的關係是最基本的一環，特別是因線上交易中存有不確定性，建立買賣雙方之間的信任對於一個成功的電子商務交易更是重要。許多線上服務都已提供有關賣方與產品的資訊來促進線上社群之間的信任度，例如評價系統就可匯集與發佈買賣雙方之前交易歷史中他人對己的回饋評價。在理想的狀態下，一個提供良好服務的賣家也將會得到許多的正面回饋，進而增加他的評價。然而加上有許多研究已在探討有關價格溢酬經濟方面所扮演的角色，在經濟相關文獻當中將價格溢酬定義為高於平均收益的價格，另外也有文獻也證明賣家評價與價格溢酬之間成正向的影響關係，這是因買家會願意付出較高的金額來確保交易的安全性，也因此高評價的賣方會得到較高的交易價格。因此，本研究想證實在線上拍賣中賣家評價如何去影響買方的競標意願與知覺效用。我們嘗試以問卷調查和實驗設計來作為此研究的研究方法，並且以重複測量與結構方程模式來分析構面之間的關係。最後我們發現拍賣中起標價與直購價之間的價格差幅負向影響買方的知覺品質與內部參考價格，然而價格差幅也正向影響買方的知覺效用，而買方知覺品質與其內部參考價格構面間成正向的作用關係。

There are many factors to influence the buyer’s purchase intention in the dynamic environment of online auction, especially the buyer’s perceived utility. In Jinhua Zhao’s（2004）study, he altered Hicksian welfare theory and used the concept of real option to examine the buyer’s willingness to pay. He suggested that many purchase decisions in real world are made in dynamic setting and there are commitment costs associated with these transactions. Therefore, in the dynamic auction market, we combine the concept of commitment costs with the perceived utility to examine and understand how these factors to influence buyer’s perceived utility and purchase decision.
Moreover, many studies have shown that a marketer-supplied description of a price promotion serves as an anchor for a buyer's formation of a new reference price. Although those findings are well established in the marketing research, one might question whether they could be replicated in a more dynamic and uncertain environment. Pricing research emphasizes that consumers compare an item's sale price to a reference price or standard when estimate their own valuation of the item (Della, Bitta and Monroe1981). However, in an auction, this gap is the same as the difference between the starting bid price which the seller provided and a buyout price, a prespecified price chosen by the seller （Mathews,2004）.Therefore, we want to know how the gap to influence the buyer’s internal reference price, perceived quality and perceived utility.
However, understanding the purchasing patterns of online buyers is essential to develop successful e-commerce market and improve the relationship with customers. In particular, due to the uncertainty of online transactions, establishing trust among the seller and buyer is crucial for the successful e-commerce. Many online services have emerged to provide information on sellers and products to boost trust in online communities. For example the reputation systems aggregate and distribute feedback about participants' transaction history. Ideally, a good service provider will receive much positive feedback that eventually enhances her reputation. Moreover, there have been many studies discussed the economic and financial role of price premiums. Economics literature defined a price premium as a price that yielded above-average profit. Many other studies also confirmed a positive relationship between sellers' reputations and price premiums. Because the buyer willing to pay higher price for ensure the safety of transaction, the seller with positive reputation can get the higher transaction price. Therefore, The study also wants to examine how the seller’s reputation affects the buyer’s bid intention and perceived utility in online auction.
We tried to use the online survey and experiment design for the research method and use the repeat measure and structual equation model to analyse the relationship between constructs. Finally, we found that the price gap between starting bid price and buyout price negatively influence buyer’s perceived quality and internal reference price. The price gap positively influence the buyer’s perceived utility. There is a positive relationship between buyers ' perceptions of product quality and their internal reference price

中文文獻：
陳順宇(2004)，多變量分析(3版)，臺北市：華泰。
周文賢（2004），多變量統計分析(2版)，臺北市：智勝。
吳萬益(2005)，企業研究方法(2版)，臺北市：華泰。
邱皓政（2006），量化研究與統計分析(3版)，臺北市：五南。
原著：Montgomery，譯者：黎正中.陳源樹（2006），實驗設計與分析（初版），臺北縣：高立。
資策會(2006)：http://www.find.org.tw/find/home.aspx。

英文文獻：
Albert J Della Bitta, Kent B Monroe, John M McGinnis（1981）” Consumer perceptions of comparative price advertisements ” Journal of Marketing (pre-1986). Nov 1981. Vol.18（4）; pp. 416-428.
Ajzen, I. and M. Fishbein.（1980） Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice-Hall.
Ajzen, I.（1985） "From Intentions to Actions: A Theory of Planned Behavior." In Kuhl, J. and J. Beckmann (Eds.). Action Control: From Cognition to Behavior. New York: Springer-Verlag, pp. 11-39.
Ba, S. & Pavlou, P.A. (2002). Evidence of the effect of trust building technology in electronic markets : Price premiums and buyer behavior. MIS Quarterly, Vol.26(3), pp.243-268.
Ba, S., Whinston, A. B., and Zhang, H.,（2002） “Building Trust in the Electronic Market Using an Economic Incentive Mechanism,” Decision Support Systems, Vol.35 (3), pp. 273-286.
Biswas, Abhijit and Edward A. Blair (1991), “Contextual Effects of Reference Price in Retail Advertisement,” Journal of Marketing,Vol .55, pp. 1-12.
Chen, K., IJ. Chen, and H. Paul.（2001） "Explaining Online Behavioral Differences: An Internet Dependency Perspective," Journal of Computer Information Systems, Vol.41（3）, pp. 59-63.
Darke ,Peter R. Cindy M Y Chung（2005）” Effects of pricing and promotion on consumer perceptions: it depends on how you frame it ” Journal of Retailing.Vol.81（1）; pp.35-47.
Dholakia, U. M. and Soltysinski, K.,（2001）“Coveted or Overlooked?
The Psychology of Bidding for Comparable Listings in Digital Auctions,” Marketing Letters, Vol.12 (3), pp. 225 – 237.
Dholakia ,Utpal M. , Itamer Simonson（2005）” The Effect of Explicit Points on Consumer Choice and Online Bidding Behavior” Marketing Science,Vol.24,pp206-217
Dickson, Peter R., Sawyer, Alan G（1990）” The Price Knowledge and Search of Supermarket Shoppers ” Journal of Marketing. Vol. 54（3）. pp. 42-54 .

Dodds, William B., Monroe, Kent B., Grewal, Dhruv（1991）” Effects of Price, Brand, and Store Information on Buyers' Product Evaluations” Journal of Marketing Research. Vol. 28（3）; pp. 307-320
Fraccastoro, Katherine, Burton, Scot, Biswas, Abhijit（1993）” Effective use of advertisements promoting sale prices ” The Journal of Consumer Marketing. Vol.10（1）; pp. 61-71
Gambetta, D. (1988). Trust: Making and breaking cooperative relations. New York: Basil Blackwell.
Granovetter, M. （1973）"The Strength of Weak Ties," American Journal of Sociology, Vol.78（6）, pp. 1360-1380.
Grewal,Dhruv; Kent B Monroe; R Krishnan（1998）”The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value,and behavioral intention”, Journal of Marketing ,Vol.62, pp46-59
Heider, F. The Psychology of Interpersonal Relations. New York: John Wiley and Sons, 1958.
Helson, Harry (1964), Adaptation Level Theory, New York, Harper and Row.
Hoch, Stephen J., Deighton, John.（1989）” Managing What Consumers Learn From Experience” Journal of Marketing, Vol.53（2）; pp.1-20
Houser,D. and J.Wooders.（2000）”Reputation in Auctions:Theory and Evidence from eBay.”Working paper Department of Economics ,university of Arizona,.

Huffman, D.L., T.P. Novak, and M. Peralta.（1999） "Building Customer Trust Online," Communications of the ACM, Vol.42（4）,pp. 80-85.
Jacoby, Jacob, Olson, Jerry C., & Haddock, Rafael A. (1971).” Price,brand name, and product composition characteristics as determinants of perceived quality”. Journal of Applied Psychology, Vol.55, pp570–579.
Jarvenpaa, S. L., and Tractinsky, N.,（1999） “Consumer trust in an internet store: across-cultural validation,” Journal of Computer Mediated Communication, Vol.5 (2), pp. 1-35.
Jay R. Corrigan（2005）” Is the Experimental Auction a Dynamic Market?” Environmental & Resource Economics. Vol .31.pp.35–45
Johnston,T.C.（1996）”Reputation Price Premium in Online Auctions”In Suter,T.A.（Ed）. Marketing Advances in Pedagogy, Process and Philosophy. Stillwater, OK:Societyfor Marketing Advances, ,pp.178-181
Kamins ,Michael A;Xavier Dreze; Valerie S Folkes（2004）” Effects of Seller-Supplied Prices on Buyers' Product Evaluations: Reference Prices in an Internet Auction Context ”Journal of Consumer Research. Vol. 30,（4）; pp622-628.
Klein,B and K.Leffler,（1981）”The roal of Market faces in assuring Contractual Performance “Journal of Political Economy, Vol.89（4）, pp.615-641
Klein, Noreen M. and Janet E. Oglethorpe (1987), “Reference Points in
Consumer Decision Marking,” in Advances in Consumer Research, Vol.14. pp. 183-187.
Lichtenstein.Donald R and William O.Bearden（1989）’’Contextual influences on perceptions of merchant- supplied reference prices’’, Journal of Consumer Research Vol.15, pp55-66
Lichtenstein, Donald R., Richard G. Netemeyer, and Scot Burton (1990),
“ Distinguishing Coupon Proneness From Value Consciousness: An
Acquisition-Transaction Utility Theory Perspective,” Journal of Marketing,Vol.54, pp. 54-67.

Malhotra, D. and Murninghan J. K., “Milked for All Their Worth: Competitive Arousal in the Chicago Cow Auctions,” Marketing Letters, Vol.13(2), 15-23, 2001.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. The Academy of Management review, Vol.20(3),709-734.
Mustafa Mesut Kayali（2006）”Real Options as a Tool for Making Strategic Investment Decisions” Journal of American Academy of Business. Vol.8（1）; pp.282-287.
Ottaway,T.A.C.L.Bruneau, and G.E.Evans（2003）” The Impact of Auction Item Imange and Buyer/Seller Feedback Rating on Electronic Auctions” journal of Computer Information Systems,Vol.43（3）,pp.56-60
Raghubir ,Priya; Kim Corfman” When do price promotions affect pretrial brand evaluations?” Journal of Marketing Research. Vol.36（2）; pp.211-222
Rajneesh Suri, Mary Long and Kent B. Monroe (2003)” The impact of the Internet and consumer motivation on evaluation of prices” Journal of Business Research Vol.56,（5）pp379– 390
Raju, P. S. (1977). “Product familiarity, brand name and price influences on product evaluation”. Advances in Consumer Research, Vol.4, pp64–71.
Ranganathan, C. and E. Grandon.（2002） "An Exploratory Examination of Factors Affecting Online Sales," Journal of Computer Information Systems, Vol.42（3）, pp. 87-93.
Rao, Akshay R. and Kent B. Monroe (1988), “The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations,” Journal of Consumer Research, Vol.15, pp. 253-264.
Rao,A.R.and K.B.Monroe（1996）”Causes and Consequences of Price Preminus,”Journal of Business, Vol.69（4）,pp.511-535
Resnick ,P. and R.Zeckhauser.（2001）”Trust Among Strangers in Internet Transactions: Empirical Analysis of eBay’s Reputation System” Working paper, University of Michigan.
Rousseau, D. M., Sitkin, S. B., Burt, R. S., and Camerer, C., （1998）“Not so different after all: A cross-discipline view of trust,” Academy of Management Review, Vol.23 (3), pp. 393-404.
Scott,Carol A.; Richard F Yalch.（1980）” Consumer Response to Initial Product Trial: A Bayesian Analysis” Journal of Consumer Research,Vol.7（1）; pp. 32-41
Shapiro,C.（1983）”Preminus for Hihg Quality Products as Returns to Reputations” Quarterly Journal of Economics, Vol.98（4）, pp.659-679
Sherif, Caroly W. (1963), “Social Categorization as a Function of Latitude of Acceptance and Series Range,” Journal of Abnormal and Social Psychology, Vol.67, pp. 148-156.
Steenkamp, Jan-Benedict E. M. (1992), “Conceptual Model of the Quality Perception Process” Journal of Business Research, Vol.21, pp309-333.
Thaler, Richard. (1985).” Mental accounting and consumer choice. “Marketing Science, Vol.4, pp199–214.
Thibaut, J.W. and H. Kelley. （1975）The Social Psychology of Groups. New York: John Wiley and Sons
Trigeorgis, Lenos（1993）,“ Real Options and Interactions With Financial
Flexibility”,FINANCIAL MANAGEMENT /AUTUMN Vol.22（3）,pp202-224
Urbany, Joe E., William O. Bearden, and Dan C. Weibaker (1988), “The Effect of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search,” Journal of Consumer Research, Vol.15, pp. 95-110.
Urbany, Joe E., William O. Bearden, Ajit Kaicker, and Melinda Smith-de Borrero(1997), “Transaction Utility Effects When Quality is Uncertain,” Journal of the Academy of Marketing Science, Vol.25, pp. 45-55.
Van Vliet, P.J.A. and D. Pota.（2000） "Understanding Online Retail: A
Classification of Online Retailers," Journal of Computer Information Systems, Vol.41（2）, pp. 23-28.
Wheatley, John, & Chiu, John. (1977). “The Effects of Price, store Image, and Product and Respondent Characteristics on Perceptions of Quality.”Journal of Marketing Research, Vol.14, pp181–186.
Zhao, Jinhua and Catherine L. Kling（2001）”A new explanation for the WTA/WTP disparity” Economics Letters.Vol.73.pp293-300.
Zhao ,Jinhua and Catherine L. Kling（2004）,’’Willingness to pay, compensating variation, and the cost of commitment’’, Economic Inquiry Vol.42, pp503-517
Ziethaml, Valarie A. (1988), “Consumer Perceptions of Price, Quality and Value:A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol.52,pp. 2-22.
Zucker, L.G.（1986） "Production of Trust: Institutional Sources of Economic Structure, 1840-1920." In Staw, B.M. and L.L. Cummings (Eds.). Research in Organizational Behavior. Greenwich, CT: JAJ, pp. 53-111.