不論是個人或是團體，愈來愈多使用者透過像eBay或Yahoo這些網路拍賣市場來販售他們的產品。網路拍賣無庸置疑的是一條全新的銷售門路，參與者透過Internet進行線上交易，從實體的產品到非實體的服務都可以交易。賣家們都希望能在這市場中得到更高的收益，所以結標價愈高愈好。然而，不論在學術上或實務上，影響結標價的因素仍然不明，本研究試圖依據從實際的交易資料去釐清資訊對於結標價的影響，資料收集期間為2003/10/01到2004/04/01，最後的結果指出結標價是受賣家的好評價、壞評價及所提供的圖片品質與下標次數所影響。而下標次數則是受賣家的好評價、壞評價及所提供的圖片品質所影響。

A growing number of organizations and individual sellers are selling products or right of service through the online auction markets, such as eBay or Yahoo. Online auction is a new way of exchange products or rights of service by all participants through the Internet. Sellers wish the final closing price can be settled as high as possible so that they can maximize their profit from these online auction transactions. However, it is not clear to both the academic researchers and the practitioners what influences the final closing price in online auction transactions. This research aims to investigate the impact of information on bidding price for online auction. Based on the sample data collected from the real auction transactions from 2003/10/01 to 2004/04/01, the results of this research indicate that the final closing price for online auction is affected by the seller’s good reputation, seller’s bad reputation, picture quality of merchandise and number of bids. The number of bids is affected by seller’s good reputation, seller’s bad reputation, and picture quality of merchandise.

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