A study on management strategy for bidding intention on web-based auction site : comparative analysis of korea and argentina case웹기반경매의 입찰의도에 관한 경영전략 연구: 한국과 아르헨티나의 비교연구

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Web-based auction is familiarized by the help of the Internet which is to be fundamental tool for the E-commerce. Consumer is given to choose a web-based auction site based on a wealth of online information. With this circumstance, researchers have focused on the auction model and information content to derive consumer``s bidding intention and behavior. Web-based auction is shown to the bidders by web interface. Therefore, web-based auction site``s design factor is regarded as one of the main elements for evaluation of online auction site and differential factor on bidding intention by national difference. However, little effort has been made in analyzing the relationship between bidding behavior and design factor of web-based auction site. Besides, none of researches addressed strategy issue by considering national difference between two nations such as difference between Korea standing for East Asia and Argentina for Latin America. This paper addresses (1) the relationship between web site design factor and consumer``s bidding behavior using perception of bidder and (2) difference of bidding attitude/intention of web-based auction between Korean and Argentina. Web-design factors were selected as following: site architecture, information design and information content of the web site. Web design factors of web-based auction site are analyzed compared with perception variables: perceived usefulness of web design and information, and perceived ease-of-use. The national difference between Korea and Argentina standing for East Asia, Latin America respectively was derived. This experimental study shows that web-based auction site``s design factors and bidder``s characteristics are positively related to the attitude toward bidding participation and hence intention for bidding participation in Korea contrary to Argentina in which web design factors and bidder``s characteristics factors are closely related to attitude but does not influence on intention for bidding pa...
Advisors
Park, Myeong-Cheolresearcher박명철researcher
Description
한국정보통신대학원대학교 : 경영학부,
Publisher
한국정보통신대학원대학교
Issue Date
2002
Identifier
392105/225023 / 020003848
Language
eng
Description

학위논문(석사) - 한국정보통신대학원대학교 : 경영학부, 2002, [ viii, 78 p. ]

Keywords

웹 기반 경매; Management Strategy; Web-Based Auction

URI
http://hdl.handle.net/10203/54333
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=392105&flag=dissertation
Appears in Collection
MG-Theses_Master(석사논문)
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