Background of the study
In recently year, internet has become the booming popularity and become more than just entertainment information and news. It is also important business tools for many business companies. Those companies use the internet in their corporate LANs for intranet , extranet and internet to work jointly with their customer partner and suppliers. In addition, internet is apart of the centre nervous of system of the world economic. Using the internet network to communication and process transactions. Whether, it is easy to view products by online-internet, ordering, and including payment for good and services, which is faster and more accessible (Hathairath, 2009).
Furthermore, electronic commerce (EC) is one important business activities which are growing rapidly now on the internet that every company cannot ignore it. And it is also be a form of technology to help in the business which is a form of the purchase and sale of product and/or services via computer networks, including Internet. (Wen et al.,2001). Nowadays, most organization probable to reduce their cost, improve their services and also develop new market. For successful of this, those organization should focus on all application and focusing on technologies have to be accurate, robust, user-friendly, and the inability to develop effective business information system.
Among the most popular application of e-commerce is an online auction and shopping website (McAfee & McMillan, 1987). They are increasing in diversify of offering and represent a huge growth opportunity for marketer (Halstead & Bechere, 2003). An online auction is a new type of exchange mechanism and dealing method of products or services for which the conventional marketing channel (Turban, 1997). Moreover, Price in online auction are unpredictable, sellers and buyers are stranger, and difficult to comparison because products and items on offering may be unique or obsolete. ( Massad & Tucker, 2000).By rapidly growth of this market is usually characteristic the online auctions provide a less-price of product for buyer and seller (Cohen, 2002), online auction can substitute for the traditional market like specialty dealers and the last, online auction can be fun and enjoy for bidder (Bajari and Hortacsu, 2004). Online auctions attract many bidder for bidding each other for items and products ranging which have been millions listing in thousands of categories on auction sites such as eBay, Yahoo, uBid and Amazon.com ( Yen & Lu, 2008).
According to the survey of the Department of Commerce show the amount of retail e-commerce in the united state in 2002 more than $45 billion, a 27 percent increase in previous year. The most successful of electronic commerce was online auction in 2001. And more than 632 million items for sale on eBay website (Bajari and Hortacsu, 2004). As this result show that the eBay is the largest and most complete online auction place in the world. Here is the top ten of online auction sites in the world from top ten review website 2011 showed the 10 websites as eBay, WebStore, eBid, OnlineAuction, Oztion, OverStock, WeBidz, CQout, uBid and Bidmacs.
For Thailand knows Online auction from "The office nation Economic and Social Development Department Board of Thailand in 2002". Which is government policy that focus on the development of management in both public and private sector. In the public sector will focus on the use of information system technology to support working system for transparency and efficiency. Including the management of resource are limited for maximum benefit which influenced to the government to support private sector to be sustainable organization. Therefore, from this government policy defined that to make every process of government's purchasing and procurement must to be through an online auction process (Thai Government Procurement, 2003). According to this auction can mention that this is the first online auction (E-auction) form that are deployed in actual use in Thailand. It is also become popular process for selling and buying products and services by online auction and shopping website after officially launched Thailand's eBay website in 2006. As know that eBay is the biggest of online auction sites for shopping market. Later in 2007, the eBay website was cooperated with sanook.com Thailand's website to launch the e-commerce website in Thailand for Online Business developing to distributed marketing channel by eBay.com which has 233 million registered users around the world (Trunganont, 2007).
Here is some of the online auction and shopping websites in Thailand : http://auction.sanook.com, www.pramool.com, www.union-auction.com, www.siambig.com, www.bidsanook.com, www.fromsakura.com, www.playbidonline.com, www.rabard.com, www.25satang.com
Satisfaction, according to Oliver (1997) is the consumer's perspective to judgment a product or services' perceive performance or feature with his or her expectation, feeling or attitude. Addition, it is toward to build up customer loyalty, repeat to repurchase and reduces complaint behavior by under the customer experience (Anderson & Srinivasan, 2003; Reibstien, 2002; Jham & Khan, 2008; Fornell, 1992) and influence to business survival , improving organization image and profitability. (Yen & Lu, 2008; Reichheld & Schefter, 2000). Therefore, every organization need to understand that what extend their customer would be satisfy (Gustasfsson et al, 2005).
Online auction and shopping is like a virtual marketplace where serve individual who want to buy and sell products or services by auction process. ควรมีประโยคต่à¸à¸-้ายยยขยายเพิ่มเติม
According to Lin & Joyce (2004) mention that, In recently year internet has become widely available, online auction also have become rapidly growth and more and more suppliers are entering this market. Johnson (2002) said "As overall online sales keep up steady growth, so to do online auctions: they will grow from $13 billion in 2002 to $54 billion in 2007, a 33 percent compound annual growth rate". As this result, more and more business are looking for more opportunities in online auction market.
Problem Statement
Online auction and shopping website have become storefront which are more interactive between buyer and seller (Chen & Tan, 2004). According to Chiou et al. (2009) stated that when there are more sellers established on an online auction and shopping website, and the conflict between online auction website and bidder has become intense as well. In Addition, online auction is often to facing with disappointment part of purchasing between buyer and seller such as fraud online and price negotiation. However, not every online auction and shopping website has been able to attract to desired number of bidder into the auction process (Rupak et al, 2009).
There is strong evidence which show the clear implication for a study focusing on user satisfaction from Online Aution Survey Summary 2001 showed the recent statistic that 80 percent of highly satisfied online consumers would stop again within two months, and 90 percent would recommend the websites to others. Besides, 87 percents of dissatisfied customers would permanently leave their Internet Merchants without registering any complaints. Moreover, there are many studies view that satisfaction has significant affect on repurchase and loyalty (Shankar et al., 2003; Harris and Goode,2004: Tsai et al., 2006)
Customer Satisfaction is the key factor determining how successful the organization will be in customer relationships (Reichheld, 1996). This is the important to sellers need to build up a strong relationship with bidder or buyer to understand the source of bidder satisfaction in order to design a competitive in the marketplace (Chiou et al, 2009).
In case of Thailand, online auction and shopping website is on the rise. There are many various kind of businesses that are interested to using the internet as a new channel for selling their products and service (Jitpleechee & Ramsoonthorn, 1999). Nevertheless, having a website on the internet can not sure that all of online auction and shopping website will success. Online sellers need to pay closed attention those factor influence to the success of this market and make then attractive to customer (Chuchinprakarn, 1999). Recently, there is very little research evidence on an influence factor toward to bidder satisfaction in Thailand.
Research Question
Based on the problem statement discussed above, the study intends to answer the three research question, which are:
Dsds
Sdsad
dasdasd
Research Objective
This study thus aims to complete these objectives:
To examine online information system quality is related with online bidder satisfaction.
To examine online auction price is related with online bidder satisfaction.
To examine online service quality is related with online bidder satisfaction.
Significance of the study
Online Auction and Shopping Website
Online Satisfaction/Bidder Satisfaction
Information System Quality
Online Auction Price
Online Service Quality
Scope and Limitations of the Study
This research focus on online auction and shopping website in Thailand. The scope of the research will describe the relationship between online information system quality, online auction price and online service quality which toward to online bidder satisfaction. The respondents of this research will randomly selected from bidder in songkhla, Thailand.
Moreover, this research is a master project to fulfill the requirement of the degree. So the period to achieve is only one semester. This research will studied collected data and analyzed for 3 months, from March until June 2011.
