reputation information在蓬勃發展的線上拍賣市場上，賣方希望能夠提高成交價格來獲取最大利潤。因 此，學術界與實務界都非常重視影響線上拍賣成交價格因素之研究議題。本研究針對 線上拍賣之賣方評價資訊對競標價格的影響進行實徵研究，針對民國92年10月到民 國93年4月的實際拍賣成交資料進行資料收集與分析。研究結果發現，賣方的負面 評價對成交價格有直接影響，然而賣方的正面評價則是透過競標次數來間接影響成交價格。

A growing number of organizations and individual sellers are selling products or rights of service through online auction markets, such as eBay or Yahoo. Online auction is a new way to exchange products or rights of service by all participants through the Internet. Sellers hope that the final bidding price can be settled as high as possible so that they can maximize their profit from these online auction transactions. However, it is not clear to both academic researchers and practitioners that what information will influence the final bidding price in online auction transactions. This research aims to investigate the impact of sellers* reputation information on bidding price for online auction. Based on the sample data collected from the real auction transactions from Oct. 2003 to Apr. 2004, the results of this research indicate that the final bidding price for online auction is directly affected by the sellers' bad reputation provided by the online auction market in the Internet, and that sellers' good reputation has an indirect influence on the final bidding price, where the number of bids plays as a mediate variable.