由於網路技術成熟，電子商務蓬勃的發展，其中「網路拍賣」是最被廣泛討論與研究的議題之一。然而，在過去網路拍賣商業模式的研究中，鮮少針對「殺價式拍賣」這類型的創新商業模式做較深入探討。為了瞭解此模式的消費行為，本研究將採用RFM 顧客價值評估方法與資料探勘分析，找出群集並分析其消費特性與人口屬性，初步研究結果可供後續研究者進一步擬定行銷策略，藉此成果刺激消費與開拓新客源。
Due to the mature network technology and e-commerce to flourish in Taiwan, which "Internet auction" is the most extensive discussion and research one of the top-ics.However, the research of online auction rarely for innovative business models "Bargaining Auction "( the lowest and unique bid is the winner) to do more in-depth discussion,in the past.
In order to further Analysis this mode of consumer behavior, the study will use the the RFM customer value assessment methods and data mining analysis to identify the cluster results.And analyze the characteristics of this variable. Customer segmentation as the number of each cluster.Then, selected and analyzed the most obvious of cluster characteristics. Construct a model which can be forecast again consumer behavior of customer.
Preliminary findings available for future researchers to the develop marketing strategies.Take of results stimulate consumption and developing new customers.
