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系統識別號 U0026-0207201316300600
論文名稱(中文) 網站聲譽與互動對使用線上拍賣再購意圖之影響
論文名稱(英文) The influence of reputation and interaction on the intention of reusing online auction
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 101
學期 2
出版年 102
研究生(中文) 謝佳穎
研究生(英文) Chia-Ying Hsieh
學號 R76004108
學位類別 碩士
語文別 中文
論文頁數 61頁
口試委員 指導教授-王惠嘉
口試委員-王維聰
口試委員-鄭詩瑜
口試委員-陳偉凡
中文關鍵字 線上拍賣  聲譽  互動  知覺風險  再購意圖 
英文關鍵字 online auction  reputation  interaction  perceived risks  intention of reusing online auction 
學科別分類
中文摘要 隨著網際網路的普及,上網採購能使消費者尋找並購買更多、更廣泛類型的商品,並減少外出購物的時間與精力,因此線上拍賣逐漸成為一種受到矚目的商業模式。然而,線上拍賣無法使消費者直接與產品、店面與店員進行接觸並進行溝通,使得消費者產生了資訊不對稱與各種風險概念,在這種情形下,消費者會更加依賴其他現有的可得外在線索來判斷產品並進行購買決策,例如店家聲譽,使用線上拍賣網站中的互動功能進行交流也能彌補買賣家無法直接溝通的缺點。而過去大部分線上拍賣相關研究中未探討互動與知覺風險的直接關連,因此本研究依據線上拍賣相關文獻,並考量電子商務四流:金流、物流、資訊流及商流,將知覺風險構面區分為財務、績效、時間及隱私權風險,探討互動與網站聲譽因素對知覺風險、滿意度與再購意圖的影響。
本研究透過線上問卷收集有線上拍賣經驗的樣本資料,共計回收有效問卷200份,以VisualPLS 1.04進行路徑分析,驗證本研究模型與假說,發現網站聲譽及互動對知覺風險及滿意度假說、財務與績效風險對滿意度及再購意圖假說,以及滿意度對再購意圖假說,皆獲得支持。因此線上拍買網站經營者若想在競爭環境中保留線上拍賣網站的使用者,可考慮從網站聲譽及網站中互動等因素進行改善,降低使用者的知覺風險,提升消費者使用線上拍賣進行再購的意圖。
英文摘要 With the popularity of the Internet, online auction can make consumers find and purchase more extensive type of goods and reduce the time and effort to go shopping; however, consumers cannot direct contact with the product and communicate with the salesclerks which results in a variety of risks and information asymmetry. In this case, consumers will rely on existing external conditions to make a purchase decision, such as reputation and the interactive features in websites. Most of the online auction related studies did not investigate the relation between interaction and perceived risks. For this reason this study based on the relevant literature and the e-commerce flow(business flow, money flow, logistic flow and information flow), focused on how interaction and reputation influence the perceived risks (financial, performance, time and privacy risks), satisfaction and intention of reusing online auction.
This study surveyed 200 valid sample data through an online questionnaire. The data was examined by VisualPLS 1.04. The research results show that reputation and interaction affect perceived risks and satisfaction. Financial risk, performance risk and satisfaction affect satisfaction and intention of reusing online auction. The analysis results can be useful information for implementing online auction sites.
論文目次 1. 緒論 1
1.1. 研究背景 2
1.2. 研究動機 3
1.3. 研究目的 6
1.4. 研究流程 6
1.5. 研究範圍與限制 7
1.6. 論文大綱 8
2. 文獻探討 9
2.1. 網站聲譽 9
2.2. 互動 9
2.3. 知覺風險理論 10
2.3.1. 知覺風險定義 10
2.3.2. 知覺風險構面 11
2.4. 滿意度 13
2.5. 使用線上拍賣再購意圖 13
2.6. 小結 14
3. 研究方法 15
3.1. 研究架構 15
3.2. 研究構面與假說 16
3.2.1. 網站聲譽對知覺風險與滿意度 16
3.2.2. 互動對知覺風險與滿意度 17
3.2.3. 知覺風險對滿意度 18
3.2.4. 知覺風險對再購意圖 19
3.2.5. 滿意度對再購意圖 20
3.3. 問卷設計 20
3.3.1. 問卷設計流程 20
3.3.2. 操作性定義與問項 21
3.4. 前測 24
3.5. 資料分析方法 27
3.6. 小結 28
4. 資料分析與結果 29
4.1. 敘述性統計分析 29
4.1.1. 問卷回收概況 29
4.1.2. 資料敘述性統計 29
4.2. 同質性檢定 35
4.3. 信度分析 36
4.4. 效度分析 37
4.4.1. 收斂效度分析 37
4.4.2. 區別效度分析 39
4.5. 結構方程模式 40
5. 結論與建議 46
5.1. 研究結論 46
5.2. 研究貢獻 48
5.3. 未來研究方向 49
參考文獻 50
附錄 正式問卷 58
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