2014年起台灣掀起一股行動購物的服務熱潮，許多的C2C行動原生拍賣App也於此時期誕生，在這些App浪潮中，其中又以Shopee蝦皮拍賣的表現最為亮眼，用戶數量及營業規模在短短一年內迅速成長，因此許多人開始好奇蝦皮拍賣的成功因素是什麼？本研究旨在透過產品生命週期、商業模型及轉換意願分析探討目前蝦皮拍賣使用者的使用態度。

本研究透過次級資料分析法分析蝦皮拍賣於不同時期發展階段所提出的經營策略，另外也針對使用者進行深入訪談，希望能從中了解使用者的使用心得與建議。研究結果經由次級資料分析法及使用者深度訪談法發現：(1)蝦皮拍賣目前正位於成熟期高峰開始往下走階段。(2)蝦皮拍賣的經營策略隨著發展階段的不同都有進行策略方向調整，導入及成長期以吸收大量的使用者用戶為目標; 在用戶數量不斷的攀升後，開始著手引進大型品牌的賣家，強化分眾市場。本研究也發現個人用戶對於蝦皮拍賣的收費政策，會因身份的不同而有不同的意見。因此對於蝦皮拍賣或是其他行動購物app業者而言，本研究可做為企業研擬行銷服務策略之參考。

There are many C2C auction apps were launched in 2014. Among these new-born apps, everyone was surprised by the performance of shopee. What are the successful factors of shopee app? Why can they increase the number of users and turnover quickly in one year? The purpose of this study was to investigate the shopee users' attitude and intention through the product life cycle, business model and switch intention analysis. In this study, we intended to analyze the management strategy of Shoppe in different stages. We use secondary data analysis and user interview to understand shopee users’ experience and comments.

The results show that (1) The product life cycle of shopee can be divided into three periods, now it is currently at the peak stage of maturity period and it began to go down in the scope. (2) The business managements of shopee have been adjusted along with different period. In the import period and growth period, they focus on attracting more and more users to download their app and become a member. Therefore, they tried to advertise commercial, hold promotional events and send out the promotional coupons to every new user, hopefully they could get more and more users. After getting more users, they started to cooperate with famous brand companies, hope they could attract more people, get higher benefit.

Moreover, we have learned from the user interview that the general individual users would have different opinions on the charging issue which is announced on April, 2017. The result of user interview shows that many people act as both buyer and seller. The seller tended to give a negative evaluation on the charging strategy. Therefore, this study can serve as a reference for enterprises who want to develop only auction analysis and to develop marketing service strategies.

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