本研究是針對台灣地區拍賣網站以商品企劃七工具(P7)做為研究方法進行研究。希望能夠在研究中瞭解消費者對目前拍賣網站的看法，以及消費者心目中理想的拍賣網站應提供怎麼樣的服務來迎合其需求。在研究流程初始階段是利用訪談調查、意見調查與定位分析來為第一階段問卷設計與結果分析。本研究利用因素分析找到主要三項因子，並將其命名為「顧客導向」、「便利性」與「價格考量」來探討消費者對於各家拍賣網站的屬性之偏好程度與整體消費意願。其次，以此三項因子所顯示的知覺圖，視察各家拍賣網站彼此間的定位分佈情況。 本研究在第二階段問卷以創意發想法及創意選擇法兩大工具，發展出具創意且符合顧客潛在需求的構想，以聯合分析結果顯示，整體受測者最重視的屬性偏好排序分別為：「操作便利性」(27.8%) >「多元化購物」(24.73%) >「優惠折扣」(24.48%) >「商品真實性」(13.24%) >「個人資料安全性」(9.94%)。依據以上五項屬性，其偏好的服務水準為：「利用認證碼取貨、以手機簡訊傳遞商品資訊來進行購物、消費滿額即贈送點數優惠、增設網路購物推車及以動態影音方式展示商品」，藉此企劃未來拍賣網站的新型服務型態。 This study purposes to use 7 tools for new product planning in auction website platform in Taiwan. Hope to be able to understand customer views about auction website and which service that online auction should provide to meet their needs. In the initial stage of the process used interview surveys, opinion surveys, positioning analysis for questionnaire design and analysis. This study used factor analysis to find three factors and to name “customer oriented”, “convenience”, and “price consideration" to confer customer’s preference and wish of consumption for all online auction. The next, three factors shown in perceptual map and understand Positioning between each other. The second stage of this study have two tools with creative idea and creative option and it develops creative concepts and fit in with potential demand for customers. According to conjoint analysis, the most important attributes of all subjects are operating convenience, multi-shopping activity, discount, the authenticity of goods, the security of personal data. Based on the five attributes above, the preferred service level are “pick goods up with authentication codes”, ”delivery goods info with cell phone to carry out shopping”, “Special bonus points for great rewards”, ”set up shopping cars and display goods with dynamic audio-visual”. It will plan new services type about online auction.
