This study focuses on the Internet auction in the market of jade from Ming or Ch¡¦ing dynasty. Yahoo/Kimo auction, which is the biggest net auction site in Taiwan, has been selected as the research site in the project. Jade from Ming or Ch¡¦ing dynasty is the major goods in this research because of its distinguishable characteristics and reasonable price in the market. ¡§Case studies¡¨ have been chosen as the methodology of this research. Interviews with six jade sellers, trading records of consumers, and observation from the researcher have become methods of data collection. This study attempts to discover workable strategists for jade sellers in the Internet auction. The main research questions are: (1)Why do sellers choose Yahoo/Kimo auction as the site to sell jade of Ming or Ch¡¦ing dynasty¡H(2)How do sellers manipulate perception of consumers to influence their decision making¡H(3)How does rating and feedback work in marketing jade¡H(4)How to pricing¡HHow to satisfy different marketing segmentation¡H Three conclusions have been summarized as following: In Taiwan, Yahoo/Kimo auction site is a suitable site for jade trading because the site is user friendly, with huge size of pictures showing the characteristics of jade, with fast searching engine, low running cost, and highly security system. If a seller wants to run a stylish store, he/she is suggested to design the website by himself/herself. Generally speaking, most consumers in Internet auction are lack of understanding of jade. Therefore, enriching the description and pictures of goods and lowering the price become key points to influence consumers¡¦ decision making. Another fact found in the study is that the rating and feedback system is useful for convincing consumers at the beginning time; however, it plays less and less important role especially for consumers to make their final decisions. Selling with low-price is unable to reach the exceptional profits, but is considered as a way to clean out stocks. High-price jade is hardly to market through Internet auction because it needs a real site to sell it. ¡§Under the table¡¨ bargaining is commonly seen in Internet auction. In the future, the researcher suggests jade sellers in Internet to specialize jade items, to demonstrate in a theme or a style when marketing.