網際網路上的商機無限，電子商務的發展帶動了消費者對消費者交易的盛行，網路拍賣便是其中一項最熱門的應用。惟有提高消費者忠誠度才能維持企業永續經營，所以，影響網路拍賣市場中買家的忠誠意願之因素，成為值得探討的議題。因此，本論文由兩個實證研究來探討影響網路拍賣使用者忠誠意願之因素。
本論文的第一個研究採用期望不確定理論，探討期望、績效、不確定性、滿意度、再購意願之關係為何？以及拍賣網站中買家與賣家之角色為何？在確認了拍賣網站、買家、賣家之角色後，本論文的第二個研究則採用服務品質的角度，來探討網站的服務品質與賣家的服務補救品質，進而了解影響買家忠誠意願之因素。
本研究以Yahoo奇摩網路拍賣為研究對象，進行兩個實證研究，將兩次的問卷資料，利用結構化方程模型軟體分析資料，研究結果顯示：期望不確定理論能夠應用於網路拍賣情境，證明買家對交易平台與賣家的期待、交易平台與賣家的表現，皆會影響買家的不確定性，不確定性會影響滿意度，進而影響忠誠意願。交易平台的管理政策、網站效率、對買家的隱私保護，會影響買家的不確定性。賣家的績效會影響買家的不確定性，除此之外，賣家的回應品質、訂單履約品質、聯繫品質也會影響買家的不確定性。本研究並提出管理意涵、研究限制、與建議未來研究方向。

E-commerce has emerged as one of the most interesting topics in the current business environment and consumer-to-consumer (C2C) commerce has become a popular application of the Internet. The supreme example of C2C is online auctions which are unique in the realm of e-commerce and one of the more successful business innovations on the web. With the popularity of online auctions, bidder’s repurchase intention and loyalty is crucial for online auctioneer and seller. Hence, this research conducted two studies to investigate factors of loyalty intention to online auction.
In the first study, a research model based Expectation Disconfirmation Theory (EDT) was proposed to investigate the bidding behavior. Research questions are formulated to better understanding why bidders repurchase in online auction: (1) What are the causal relationships among expectation, performance, disconfirmation, satisfaction, and repurchase intention? (2) What are the roles of auctioneer and seller? The second study focused on the role of e-service quality of auctioneer and e-recovery service quality of seller. Primary aims are: (1) To identify behavioral factors of bidders that are significant in explaining the loyalty intentions. (2) To probe into e-service quality of auctioneers and sellers in online auctions.
This research conducted an empirical study and data were collected from bidders of Yahoo! Kimo online auction marketplace. A structural equation modeling (SEM) is used to assess the relationships of the research model. This research supports that bidders’ expectation and auctioneers’ and sellers’ performance are important determinants of disconfirmation. Besides, bidders’ disconfirmation is positively associated with their satisfaction, and their satisfaction is positively associated with loyalty intention. The results show that policy, efficiency and privacy protection of auctioneer have statistically significant influences on bidder’s disconfirmation. We also find that seller’s performance, such as contact, fulfillment, and responsiveness have influence on bidder’s disconfirmation. Implications for online auctioneer and sellers, as well as limitations and suggestions for future research are also presented.

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