Research on the Purchase Behavior of Customer-to-customer Online Auction

Many Customer-to-Customer (C2C) online auction providers still do not have a good understanding of Customer-to-Customer trade in Taiwan. The Customer-to-Customer online auction providers still do not have a good understanding of Customer-to-Customer trade behavior and are unable to provide satisfied and effective outcomes for an online auction trade. It is difficult to propose a standard trade strategy without a basic understanding of current trade capacity and of the critical gaps in customer’s tradeevaluation. The purpose of this survey article is to address these behaviors in the literature and to provide an overview of the current state in Taiwan. Using qualitative data collected from customers, this study provides insight into what can be done to build effective Customer-to-Customer online auction trade in Taiwan.