線上拍賣在商業環境境中所佔的腳色越來越重要，近年來有許多研究在探討線上拍賣的各種議題，過去也有許多研究再探討哪些變數會影響下標金額，也有單獨探討「競爭人數」與「距離結標時間遠近」對下標金額的影響。然而消費者在真實的線上拍賣環境中，往往會受到拍賣介面裡的下標者人數與結標時間同時的影響，而改變消費者最後的下標決策考量，因此本研究主要探討兩項因素同時存在時對下標金額之影響。本研究欲驗證投標者面對不同的競標人數與剩餘時間會有不同的反應，所以本研究執行實驗法，操弄距離拍賣結標時間的遠近與競爭人數多寡，來觀察投標者的下標金額。研究之結果也可提供網路拍賣業者更了解影響結標金額之因素。
In the age of the well-developed internet, there are more and more people try to trade through internet. Therefore, the online auction has already become one of the shopping channels today. Previous researchers have addressed their studies on online auction, also it proposed auction period and competition among bidders particularly in discussing factors influence bidding amount. But in truly online auction, bidder’s bidding amount was effected when auction interface of “bidders” and “time left” coexist. Thence the research proposes when the two factors coincide. This study uses laboratory experiment method to manipulate “bidders” and “time left” so that observes the consumer bidding amount. Result of the research may also provide auction sellers for factors influence of final price.
