This study has conducted a web-based survey because the target subjects are
individual participants in an online marketplace. The target online auction
marketplace is Yahoo! Kimo, the most famous and popular online auction
marketplace in Taiwan. It was founded in April 2004 and had more than 630
million users up to December 2006. The users of Yahoo! Kimo are many more than
those of Ruten, a join venture of PChome and eBay that was founded in September
2006. This study was supported by Yahoo! Kimo and the survey questionnaire was put
at the head of the forum to promote this survey. A covering letter was attached to
explain the purpose of this study and ensure participants’ confidentiality. All the
members who had a reputation record were welcome to participate in this survey.