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系統識別號 U0026-0506201921471800
論文名稱(中文) 網路直播拍賣與傳統拍賣網站之行銷策略比較研究
論文名稱(英文) A Comparative Research on Marketing Strategies of Live-Stream Auction and Online Auction Websites
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系碩士在職專班
系所名稱(英) Department of Industrial and Information Management (on the job class)
學年度 107
學期 2
出版年 108
研究生(中文) 林宗炫
研究生(英文) Tsung-Hsuan Lin
學號 R37041147
學位類別 碩士
語文別 中文
論文頁數 85頁
口試委員 指導教授-謝佩璇
口試委員-呂執中
口試委員-蘇國瑋
中文關鍵字 直播  網路拍賣  網路互動性  衝動性購買  情緒 
英文關鍵字 Live Streaming  Online Auction  Internet interactivity  Impulse Buying  Emotion 
學科別分類
中文摘要 隨著網路直播服務的快速發展,業者看見了商機,將直播服務結合電子商務來銷售產品,透過直播平台拉近賣家與觀眾之間的距離,使消費者容易在直播的即時互動環境下購買商品,造就了直播拍賣的盛行。本研究藉由將網拍交易流程歸類為瀏覽、諮詢議價、得標交易、評價四個階段分析出各階段平台所具備互動性,整理出互動性共有控制性、反應速度、即時回應性、自我呈現、娛樂性、社群性、深度行為軌跡、連結性等構面,並以S-O-R理論模型作為基礎,探討在直播與電子商務結合的新形態購物模式與現行網路購物環境中,兩者的互動性對衝動性購買的影響與差異,依此建立本研究之模型架構與假說。並透過發放網路問卷的方式蒐集資料,再經由結構方程模型進行假說驗證。
本研究採用問卷調查法,問卷內容基於研究架構包含互動性、情緒、以及引起衝動性購買驅力,此研究以台灣地區曾有網路拍賣與直播拍賣使用經驗之消費者為研究對象,回收有效問卷數366份,再以結構方程模型進行驗證。研究結果顯示直播拍賣與網路拍賣兩者皆為互動中的娛樂性對於情緒具有顯著影響,且情緒也顯著證明會影響消費者產生衝動性購買驅力,進而使消費者產生衝動性購買。
英文摘要 With the rapid development of live-stream auction services, business operators see a business opportunity in combining live-streaming auction service with electronic commerce to sell products. Narrowing the distance between the seller and the audience through a live-broadcast platform allows consumers to purchase products more easily in the live interactive environment, leading to the popularity of live-stream auctions. This study divides the online auction transaction process into four stages: browsing, consultation bargaining, bidding transaction, and evaluation. The interactivity in each stage was analyzed. It was found that interactivity includes dimensions such as control, response speed, responsiveness, self-presentation, entertainment, community, deep profiling, and connectedness. Based on the Stimulus-Organism-Response (S-O-R) theoretical model, this study explores the interactivity of this new mode of shopping and that of the current online shopping environment, the difference between the two, and the impact of each. A model is then established. Based on the study’s framework and hypotheses, the data was collected through the administration of an online questionnaire, and the testing of the hypotheses was carried out through structural equation modeling.
This study used a questionnaire survey based on interactivity, emotions, and impulse buying. This study involved consumers with experiences in online auctions and live-stream auctions in Taiwan. A total of 366 valid questionnaires were collected. Structural equation modeling was then used to analyze the data and to test the hypotheses proposed in this study. The results of the study show that both online auctions and live-stream auctions have a significant impact on the sense of entertainment when interacting with the auction sites. Also, consumer emotions significantly increase their urge to buy, pushing them to purchase impulsively.
論文目次 摘要 I
EXTENDED ABSTRACT II
誌謝 VI
目錄 VII
表目錄 IX
圖目錄 X
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究範圍 4
1.4 研究流程 5
第二章 文獻探討 6
2.1 數位行銷策略 6
2.1.1 數位行銷介紹 6
2.1.2 網路互動性 9
2.2 網路拍賣的雙向互動行銷方式 13
2.2.1 網路拍賣的特性 13
2.2.2 網路拍賣的交易流程 14
2.3 直播拍賣的雙向互動行銷方式 18
2.3.1 直播的特性 18
2.3.2 直播拍賣的交易流程 19
2.4 衝動性購買行為 24
2.4.1 衝動性購買定義 24
2.4.2 影響衝動性購買之因素 26
2.4.3 情緒反應影響衝動性購買 30
2.5 小結 32
第三章 研究方法 34
3.1 研究假說 34
3.2 研究架構 37
3.3 研究對象 38
3.4 研究工具-問卷編制 39
3.5 資料蒐集方法 41
3.6 資料分析方法 42
第四章 資料分析 43
4.1 前測分析 43
4.2 樣本結構分析 47
4.3 信效度分析 52
4.4 結構方程模型分析 58
第五章 結論 61
5.1 研究結果 61
5.2 研究貢獻 65
5.2.1 學術貢獻 65
5.2.2 管理意涵 66
5.2.3 實務貢獻 67
5.3 研究限制與未來研究方向 69
參考文獻 71
附錄 本研究之問卷 81
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