隨著近年來網路購物已逐漸被消費者所接受的同時，另一種新型態的網路交易行為也隨之興起，這種經由拍賣網站的交易不僅與傳統網路購物模式有相當大的差異性，並且其急速竄起的態勢更隱含了無限的商機。因此，對於專業經營拍賣網站販售產品的業者來說，去了解拍賣網站消費者在評估產品時的依據，以及影響其交易意願的過程，這些絕對會是影響其經營績效的重要因素。
　　而過去對於消費者利用產品線索來進行產品評估的研究大多在實體通路上為主，應用於網路通路的相關研究則較為有限。另外經由拍賣網站的交易形式與商品性質，也與一般在網路商店購物的型態有很大的差異，因此從過去的學者相關的產品線索研究當中，本研究以經常探討到的產品外部線索—「價格」，以及產品內部線索—「產品功能資訊」，另外再加入拍賣網站交易中不可缺少的重要外部線索－「賣方信譽」來作為本研究所要探討的產品線索因素。
　　本研究之主要目的，即在探討此三項產品線索因素，對於拍賣網站消費者在知覺產品品質上與知覺風險上的影響，並進而對於其交易或下標意願所產生影響的過程。本研究的重要結論如下：
（一）拍賣網站賣方所提供價格、產品功能資訊與賣方信譽此三項產品線索，除了價格具有顯著負向關係之外，產品功能資訊與賣方信譽則對於買方知覺的產品品質皆具有顯著正向的影響關係。其中以賣方信譽對於知覺產品品質的影響性為最高。
（二）此三項產品線索除了價格對於知覺風險具有顯著的正向關係之外，產品功能資訊與賣方信譽對於知覺風險均具有顯著的負向影響關係。其中以價格對於知覺風險的重要性為最高。
（三）知覺產品品質對於交易意願有顯著的正向影響；知覺風險則對於交易意願具有顯著的負向影響，並且對於知覺產品品質亦具有顯著的負向影響關係。而相較於知覺風險，知覺產品品質對於交易意願的影響性較高。

　　Along with the fast-moving trend of e-commerce in recent years, another new kind of on-line transaction model－auction websites, has also been developed at the same time. The high-speed growth of this kind of transaction shows that there are lots of opportunities in it. Therefore, to know what kinds of product cues will the consumers consider when they evaluate products, and how do these cues affect their purchase intentions are very important. These are the key factors to improve the performances for companies or individuals when doing business through auction websites.
　　While discussing about how product cues can be used to evaluate products, past studies mostly focused on physical environment. For on-line channel, however, related empirical studies are sparse. In addition, the transaction types and product features on auction websites are different from those of traditional on-line stores.
　　The main purposes of this study are to investigate how the product cues factors （price, product attribute information, and reputation） affect the consumers’ perceived product quality and perceived risks on auction websites. Moreover, these two perceived constructs will influence their purchase intentions. The research findings are as follows：
（1）Besides “price” has negative effects to perceived product quality, “product attribute information” and “reputation” have positive effects on perceived product quality. And“reputation” has the most impacts on perceived quality.
（2）Besides “price” has positive effects to perceived risks, “product attribute information” and “reputation” have negative effects on perceived risks. And “price” has the most impacts on perceived risks.
（3）The perceived quality has positive effects on purchase intention and perceived risks have negative effects on purchase intention and perceived quality. And perceived quality has the greater impacts on purchase intention.

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10.楊正瑀（民 90），「不同程度產品知識及多重外在提示對網路購物意願之影響」，國立交通大學管理科學系碩士論文。
11.蔣宗男（民 89），「情境因素、消費者購買涉入與創新接受態度影響網路競標意願之研究」，國立政治大學廣告學系碩士論文。
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