由於網際網路的興起，網路使用人口便快速地攀升，同時帶動網際網路在商業應用的發展，以網際網路為基礎的電子商務也成為資訊社會中一種嶄新形態的商業行為。在此環境中網路競標逐漸形成一種網路消費的模式，而本研究則試圖以消費者的角度來探討網路競標此一交易的行為。 本研究從國內外的網路競標現況以及相關研究理論進行文獻的探討，經過整理後，決定以情境因素、消費者購買涉入、接受創新態度、與人口統計變數來探討消費者的網路競標意願是如何受到這些變數的影響。 本研究的主要結果發現： 1.在溝通情境下，以「產品提供的豐富性」、「產品搜尋的效率性」、和「產品資訊的豐富性」對消費者的網路競標意願最具有影響力。 2.在購買情境下，以「目標商品價格低於個人預算」與「目標商品結標期限將至」最能影響消費者的網路競標意願。 3.購買涉入程度愈高的消費者，其參與網路競標的意願也愈高。 4.創新接受態度愈高的消費者，其參與網路競標的意願也愈高。 5.曾經參加過網路競標以及每日上網時數較多的消費者，也有較高的網路競標意願。 最後根據研究結果，本研究對於競標網站的經營業者提出以下的6點建議與策略： 1.針對女性消費者的需求，提供所需商品或設計專屬網站。 2.多元的交易付款方式。 3.強化網站的使用功能與知名度。 4.熱門商品宜縮短其競標期限。 5.針對高購買涉入消費者的行銷策略。 6.吸引低創新接受態度消費者的行銷策略。 / The appearance of Internet has contributed to rapid growth of both surfer population and business applications. As a result, the Internet-based E-commerce has become a new business practices in the information society. Under the impact, the new consumption trend of online bidding is growing rapidly. This thesis takes a look into the new online transaction-online bidding in terms of the perspective of consumer behavior. This thesis compiles documents such as current foreign and domestic online bidding status, relevant researches, and related theories, to construct the operating framework on it, which is to study the impact of situational factors, consumer purchasing involvement, innovativeness, and demographic variation on online bidding intention. The following points are the major discoveries of this thesis: 1.Among all the factors of communication situation, "product variety," "efficiency in product searching," and "accessibility to product information" are the most influential factors on consumers' online bidding intention. 2.Among all the factors of purchase situation, consumers are most interested in online bidding when "prices of desired products are lower than personal budget" and "deadlines for bidding are approaching." 3.Consumers with higher purchasing involvement have higher online bidding intention than those who with lower purchasing involvement. 4.Consumers inclined to adopt innovations are more willingly to participate in online bidding. 5.Consumers who have experiences of online bidding and those who spend more time surfing on the Internet have higher intention on online bidding. Based on the findings, this thesis proposes several reference suggestions and approaches for online bidding websites. 　1.To provide products women need or establish websites designed exclusively for women. 2.To accept various ways of payment. 3.To strengthen functions and publicity of websites. 4.To shorten the bidding term of popular products. 5.The marketing strategy to attract consumers with high purchasing involvement. 6.The marketing strategy of appealing to consumers with low innovativeness.