賣家要如何脫穎而出進而成交，是一個相當有難度同時也是賣家亟欲實現的目標。而買家要如何決定跟賣家購買呢？ 消費者在網路拍賣中有那麼多個賣家可供選擇，消費者該考慮的因素有那些呢？在其他條件一致的情況下，賣家的所在位置不一樣，會影響到買家對於賣家的選擇。雖然網路使得各地之間變為零距離，實際上人們仍因地理、文化、政治、經濟等因素不同而使得心理距離產生變化。本研究主張當買家面對實體空間距離較遠的網路賣家時，會因為心理距離較高，而使得對於該賣家的信任較低，所以會向實體空間距離較近賣家購買。
本研究執行實驗法，共募集到115名受試者參與實驗，操弄買賣雙方之間的空間距離，衡量受試者心理距離和賣家選擇。 結果發現，在網路拍賣環境下，空間距離越遠則心理距離則越遠；此外對心理距離越近的賣家，則買家便會選擇。研究結果驗證上述主張。
In recent years, e-commerce to flourish, and online auction is to enable consumers to become sellers. How to stand out and then deal the seller, it is a very difficult but also the seller anxious to achieve the goal. While buyers to sellers how to decide which to buy? The study claims when buyers face physical space distant network seller, it will because of the higher psychological distance, and so for this seller trust is low, it will be closer to the real space from the seller to buy. In this study, the implementation of experiment, to raise a total of 115 subjects participating in the experiment, manipulation of the spatial distance between buyers and sellers, and sellers to measure psychological distance subjects to choose from. It was found in online auction environment, the farther away from the mental space the farther distance; in addition to the more recent psychological distance sellers, the buyers will choose. The results verify the above claim.
