由於網際網路的發達，加上網路拍賣平台的快速、有效率，使得近年來國內網路拍賣的消費活動日趨熱絡。根據資策會（2005）對台灣電子商務市場的調查指出，68%的網友具有網路交易的經驗，而參與網路拍賣的網友比例也高達39%。此外，2005年台灣線上購物的市場規模達598億，較2004年成長54%。其中，網拍的市場規模預測約占317億，較去年大幅成長65%。由此可見，國內的線上購物環境正朝向蓬勃發展的階段。
然而，經過本研究初步訪談，發現網站所提供的產品與競標資訊顯然是不足的。例如，在產品資訊方面，拍賣網站僅提供基本商品規格，消費者若想得知更多的商品資訊，就必須費心地透過其他管道取得更多的使用評價與口碑訊息（word-of-mouth message）。因此，在這種資訊不完全的情形下，往往會造成消費者在拍賣決策上的不便性。
此外，比較拍賣的消費方式與傳統的買賣交易亦可發現，在拍賣的過程中充滿了許多的不確定性，例如，對賣方的不信任、對產品品質的不確定、拍賣程序過於複雜、對標的物的承諾相對較低（Ariely and Simonson 2003）或是拍賣時間太久導致競標者忘記下標等，這些因素都將可能導致競標者停止下標，而在拍賣過程中，競標者也會因為成為最高的出價者而產生的心理原賦（Strahilevitz and Loewenstein 2001），並影響競標行為。然而，根據Ariely和Simonson（2003）的研究指出，競標者對輸的感受明顯大於贏的感受。而Turnbull, Leek和Ying（2000）則指出，透過口碑可有效的降低消費者在購買某樣新產品或服務時所產生的不確定性。
因此，如何提高消費者的競標意願及出價金額，顯然是值得研究的課題。本研究以二個實驗來檢驗口碑訊息及心理原賦對競標意願及出價金額的影響，並探討預期後悔對心理原賦的干擾效果。本研究之實證結果如下：
1.拍賣網站所提供的產品口碑，能夠提高消費者的出價金額。
2.當競標者對標的物產生心理原賦時，其競標意願及出價金額較高。
3.當引發競標者對輸掉競標的預期後悔時，其競標意願及出價金額較高。
4.預期後悔將會對心理原賦在競標行為上之影響產生干擾效果。
除此之外，本研究將依據研究結果，提出管理意涵可提供給網路拍賣業者，在經營及管理上之參考。

Because of popularity of the internet, and the fast, efficient of online auction platform, make domestic consumption of online auction activity becomes hot in recent years. According to the survey of e-commerce market of Institute for Information Industry of Taiwan (2005 ), 68% of the internet users have experience of online shopping, and the proportion of internet users who participate in online auction is up to 39%. In addition, the online market scale in Taiwan is up to 59,800 million in 2005, grew up 54% in comparison with 2004. And the market scale of online auction predicted to be 31,700 million, grew up 65% than last year. Therefore, the domestic online shopping environment is moving towards popular.
After the prime investigation and observing the process of online auction, the product and bidding information offered by website are obviously insufficient. For example, in product information, the auction website only offers the basic goods specification, if consumers need more goods information, must take a lot of effort to obtain more other’s usage experiences and comment information (word-of-mouth message ) through other channel. So, under the incomplete situation of this kind of information, consumers may feel inconvenient to make bidding decision.
In addition, consumption pattern in online auction and traditional business transaction are quite different, full of uncertainty during the process of auctioning, for example, sellers’ reputation, quality of the products, the complication of auction procedure, low commitment (Ariely and Simonson 2003 ) or long auctions time, etc., may cause bidders to stop bidding, moreover, the psychology factors, for instance psychological endowment(Strahilevitz and Loewenstein 2001)and anticipated regret of losing, will influence the bidding behavior, too. And Ariely and Simonson (2003 ) proposed, loser’s curse plays a more significant role in online auction. Turnbull, Leek and Ying (2000 ) supposed, word of mouth can effectively reduce the uncertainty of buying new product or the service. So how to increase consumers’ bidding intention and bids will be interesting topic.
The purpose of this research is to explore the factors influence the bidding behavior. This research includes two studies to examine the effect of word of mouth, psychological endowment and anticipated regret to bidding behavior. The results of this research are as follows:
1.The word of mouth of products offered by online auction website can increase consumers' bidding price.
2.When bidders with the psychological endowment of bidding target, they will generate more aggressive bids.
3.When cause bidders to anticipate the regret of lose, they will generate more aggressive bids.
4.Anticipated regret of losing will moderate the effect of psychological endowment to bidding behavior.
In addition, this research will discuss the implications and contributions of the research respect to the research results. Furthermore this research indicates the limitation of this research and directions of future research.

一、中文部份
1.池嘉敏，民國九十四年，網路口碑來源可信度對線上購買意圖之影響－以線上拍賣網站為例，國立台灣科技大學企業管理研究所碩士論文。
2.吳炫達，民國九十二年，影響拍賣網站消費者對於賣方信任與競標意願之研究，國立成功大學國際企業研究所碩士論文。
3.周婷婷，民國九十一年，深究服務便利性之構念–消費者認知便利性之量表發展研究–以航空業之服務接觸為例，國立高雄第一科技大學行銷與流通管理研究所碩士論文。
4.連芳儀，民國九十二年，拍賣網站上價格訊息及賣方評價對於信任及競標意願之影響，國立成功大學電信管理研究所碩士論文。
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