Key success factors for online auctions: Analysis of auctions of fashion clothing

摘要

This study presents a model for evaluating the critical successful factors of online auctions of fashion clothing to help prospective online auction sellers to develop effective online auction operation strategies. The evaluation model are generalized into four dimensions, 15 strategy subjects and 63 key performance indicators in the evaluation model. The four dimensions of the evaluation model are internet environment, customer, learning and innovation, and internal business process. An expert questionnaire is utilized to gather the opinions of scholars, online auction sellers and online auction buyers to revise the various indicators of the performance evaluation system. The analytical network process (ANP) is utilized to determine the weight of each criterion in the generation of the performance model associated with the evaluation system.