Purchased item online to new seller and sent western-unit money order.
E-mailed seller several times, no response.  Name of person at
location does not match address, and phone number obtained using paid
search service, shows that phone number is a business.  Am I protected
by e-bay and what steps do I now need to take to recover $317.00  
Will e-bay accept a phone call or am I stuck with e-mails. My first
was not answered. Transaction is only 5 days old but I am very
concerned.

Hi hired2buy,

I'm sorry to hear of your troubles but there are a few steps you can
take which will hopefully help. The first thing to do is to request
seller contact information from eBay to verify that you have the
correct phone number - once you have it, give them all call.

Contact Info:
http://cgi3.ebay.com/aw-cgi/eBayISAPI.dll?UserInformationRequest

SUMMARY:

1) Initial Steps For Buyer:
     Call your Seller within 15 days
     Notify eBay if you do not receive the item.
     Try dispute resolution through a third party within 30 days.
2) Using the Buyer Protection Program
     File a fraud alert 30 to 60 days after end of auction.
     File a protection claim after your fraud alert is processed.
"Note: In order to be eligible for reimbursement through eBay, you
must submit a claim postmarked within 90 days of the end of the
listing."
http://pages.ebay.com/help/confidence/isgw-fraud-protection.html

DETAILS:

Fraud Alert:
http://pages.ebay.com/help/confidence/isgw-fraud-alert.html

Protection Claim: Eligibility Requirements:
http://pages.ebay.com/help/confidence/isgw-fraud-claim-requirements.html

Protection Claim: Coverage Provided:
http://pages.ebay.com/help/confidence/isgw-fraud-claim-coverage.html

Protection Claim: How to File:
http://pages.ebay.com/help/confidence/isgw-fraud-claim-instructions.html

Sending Payments: Money Orders:
"Covered up to $200 through eBay's Buyer Protection Program (minus $25
for processing costs)"
http://pages.ebay.com/help/confidence/isgw-fraud-sending-payments.html

Tips for Buyers:
http://pages.ebay.com/help/confidence/isgw-fraud-buyer-tips.html

WESTERN UNION:

Western Union does not offer protection for you, but you can request a
refund if your money order hasn't been cashed yet.

"Follow the instructions on the purchaser's receipt in order to obtain
a photocopy of the cashed money order. The payee's endorsement is
located on the back of the photocopy."
"You'll need to obtain a money order Tracing/Refund Request form from
the location where you purchased the money order. Completely fill out
and sign the request form."
"If the money order has not cashed at the time your request is
received you will generally be issued a refund within 30 days of our
investigation."
http://www.westernunion.com/info/faqMoneyOrder.asp

I hope this helps set your mind to ease at least alittle bit. If you
have any questions, please post a clarification request before
closing/rating my answer and I will be happy to respond.

Thank you,
hummer

No search terms used - I just navigated my way around eBay and Western Union.

the answer is helpful and complete enough for the price paid, links appreciated.

From the ebay UK site, the reimbursement is capped and then it may
only give you back about a third of your loss.

See the Protection Programme: 

Under the eBay Buyer Protection Programme, most items bought on eBay
are covered for up to £120 (minus £15 to cover processing costs).
Please note: the maximum reimbursement for any claim is £105. For
example:

If the item price is £300, you are eligible to receive £105; 
If the item price is £100, you are eligible to receive £85; 
If the item price is £16, you are eligible to receive £1.

Thank you, hired2buy - I hope your fears are unfounded and your item
arrives as described. Sincerely, hummer