The marketing constructs of internet auction sellers

The purpose of this study is to explore the current statuses of “entrepreneurial orientation”, “job Involvement”, and “business performance” and the relationships among them. It was found that: in the aspect of “entrepreneurial orientation”, sellers have higher perception of the construct “autonomy”; in the aspect of “job involvement”, sellers have higher perception of the construct “job commitment”; in the aspect of “business performance”, sellers have higher perception of the construct “non-financial performance”. Sellers with higher entrepreneurial orientation and job involvement can improve their business performances more easily. It is expected that the results of this study can be used as references for issues related to online marketing.