一、認知易用性對於網站的使用意願有顯著且正向的影響。
二、認知享樂性對於網站的使用意願有非常顯著且正向的影響。
三、網路消費者投機主義對於網站使用意願有顯著且正向的影響。
四、網路消費者投機主義對於認知享樂性有顯著且正向的影響。
Through internet connection and mobile devices, consumers could enjoy more conveniences from online retailing and bidding. A new website named “Saja.com.tw” has become quite famous in the realm. Instead of the principle that let the highest bidder win, Saja.com.tw applies a brand new set of rules like providing the latest merchandise, letting the only and the lowest bidder win and bidders who didn’t win the bidding could exchange their bidding fee into e-currency which can be used to buy anything from their virtual shopping center. Saja.com.tw even presents multiple video clips from all the bidding winners with their trophies in order to be more attractive and persuasive. The thesis is based on Saja.com.tw’s characteristics and utilizes the Technology Acceptance Model (TAM), through different concepts like perceived ease of use, perceived enjoy-ment, opportunism and use intention of Saja.com.tw to analyze its members, find out which factors cause the online consumers to favor this kind of bidding.
After receiving and analyzing 300 copies of questionnaires, the result showed that the perceived ease of use and opportunism are both obvious and positive influences on the willingness to use the website and the perceived enjoyment is even more appealing than the former influences. We also found out that consumers’ opportunism is an obvi-ous and positive influence on perceived enjoyment.
