在臺灣，透過網路為通路的電子商務逐漸成為國人越來越普遍使用的購物管道，其中消費者與消費者直接交易模式（customer to customer, C2C）交易金額較小，進入門檻低，使用人數最多，已成為一般族群最喜歡使用的交易模式。特別是近年來成立的拍賣網站使用人數逐年增加，已成為個人式電子商務的重要根據地。和傳統商業模式相比，拍賣網站只提供一個交易平臺，經營者不負擔各種消費責任，消費者直接交易商品，所以購物行為和一般通路以及B2C交易模式會有所不同，是一個值得研究的問題。 本研究針對國內拍賣網站及其消費者為對象，來進行拍賣網站消費者行為及詐欺行為之研究，藉由問卷調查法及結構方程模式（structural equation modeling, SEM）來探討消費者的決策方式與受騙機會之間的關係；以及分析消費者對拍賣網站的態度特別是受騙者會不會降低再利用拍賣網站購物的意願。最後再針對拍賣網站經營者的經營模式以及消費者在拍賣網站的購物行為兩方面提出建議。

In Taiwan, more and more people are getting used to e-shopping via Internet. E-commerce market scale in Taiwan is getting expanding. Although Internet shopping brings people more convenience, there is more risk or transaction complication inside. Because online auction website only supports a transaction platform to consumers, fraudulence is the biggest and common risk in the Internet auction. Therefore consumer behavior is different from common place and B2C. This study's research objectives are auction websites and consumers who involve in. Research will concentrate with the consumers' behavior and Internet fraudulence. By survey's research way and structural equation modeling (SEM) method to explore the situation of customers' using auction websites, decision model, most common ways of fraudulence toward Internet transaction. Finally, this study gives some suggestions for the operators of auction websites and consumers.