Recently auction websites such as ’e-Bay ’ and ’Yahoo! ’ have adopted the traditional technique of TV advertisement, and successively goaded (or urged) the summit of auction trend. This study is applying to the "Uses and Gratification Theory" as explanatory perspectives to explain how the new relations of motives and gratifications affect the audiences.The analysis is based on the survey data with purpose sampling. The major finding of the study is the satisfaction with high percentage of motivation among human interaction, copious information and leisure causes, signify that the distinguishing characteristic of auction website such as superior interaction, copious information and so on, are the significant elements of shaping the uses motivation and gratification of the audiences.
中文關鍵詞
使用與滿足，新科技媒介，競標網站
英文關鍵詞
uses and gratifications, auction websites, new media technology