系統識別號 U0026-0608201423180200
論文名稱(中文) 二手商品線上買家之購買意圖與眼動實驗研究
論文名稱(英文) Online Consumers’ Purchasing Intention on Second-hand Products: An Eye-Tracking Approach
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 102
學期 2
出版年 103
研究生(中文) 周美婷
研究生(英文) Mei-Ting Jou
學號 R76014030
學位類別 碩士
語文別 英文
論文頁數 114頁
口試委員 指導教授-謝佩璇
中文關鍵字 二手商品  視覺注意力  消費者人格特質  購買意圖  眼動追蹤法 
英文關鍵字 Second-hand Products (SHPs)  Visual Attention  Consumers’ Personality Traits  Purchasing Intention  Eye-Tracking 
中文摘要 隨著環境保護、能源危機、生態平衡等呼聲日漸高漲,帶動各國政府加強實施環保政策,人們消費觀念也逐漸改變,由於網路平台的便利性打破時間限制和地域限制,讓二手交易管道較以往順暢許多,越來越多消費者開始注意二手市場經營的重要性。然而過去進行線上拍賣研究時,對於二手拍賣議題卻鮮少著墨,且未能充分描述其消費者個體差異。因此本研究考量消費者人格特質的不同,使用眼動追蹤法、問卷調查法和深度訪談法的研究方式,揭露出影響消費者購買二手商品的真實心態。本研究先蒐集並整理國內外文獻,找出影響消費者購買意圖的關鍵因素,並確立模型架構,接著設計實驗情境、問卷內容和訪談問題,最後再進行眼動追蹤實驗並施測問卷和深度訪談,根據從研究對象所得知的量化資料和質化資料進行分析與討論,以檢測模型架構的適用性。本研究發現不同二手商品特性和品牌知名度對消費者的視覺注意力有明顯差異,全新二手和知名品牌的商品獲得較多注意力;同時發現,視覺注意力與購買意圖有顯著相關性,透過眼球運動可推測出消費者的購買決定,而不同人格特質的消費者對二手商品的喜好度有著顯著差異。最後本研究透過深度訪談,指出消費者購買二手商品的原因。
英文摘要 Since the emergence of issues related to environmental protection, the energy crisis, and ecological balance, governments have strengthened the implementation of environmental policies, and consumer attitudes toward these concerns have gradually changed. Due to the convenience of online auction platforms that reduce the constraints of time and space, more and more consumers are purchasing second-hand products (SHPs) on auction platforms. Most prior studies exploring topics related to online auctions have focused only on new products rather than on SHPs. It is still not clear how consumer decision making differs with regard to purchasing SHPs. Therefore, this study carefully and precisely examines how such differences can occur in online auctions pf SHPs by using an Eye-Tracking technique that can measure different degrees of visual attention to SHPs. To further verify individual consumers’ different purchasing intentions toward SHPs, this study also adopts a purchasing-intention survey during the experiment, along with a personality-trait survey and interviews after the experiment. The results show that different features and different levels of brand awareness have significant effects on visual attention. Brand new SHPs and famous SHP brands are found to get the most attention. Meanwhile, the results indicate strong significant and positive relations between visual attention and purchasing intention and demonstrate that eye movements are capable of predicting purchasing intention. However, the results indicate that there are big differences in purchasing decisions related to SPHs between different personality traits according to each personality trait examined. Finally, through post-experiment interviews, this study points out the reasons why consumers buy SHPs.
論文目次 Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Purposes 5
1.3 Research Scope and Limitations 5
1.4 Research Procedures 6
Chapter 2 Literature Review 8
2.1 Online Auction 8
2.1.1 The Characteristics of Online Auction 9
2.1.2 The Current Situation in Taiwan 10
2.1.3 Online Auction Related Studies 12
2.2 SHP Markets 13
2.2.1 Online SHP Markets 14
2.2.2 The Definition and Characteristics of SHPs 16
2.2.3 Consumer Behavior in SHP Markets 18
2.3 Brand Awareness 20
2.4 Eye Movements and Eye Tracking 25
2.4.1 Eye Movement Measures 26
2.4.2 Eye Movement-Related Research 28
2.5 Consumer Purchase Intention 29
2.5.1 Purchasing Motivation 29
2.5.2 Purchase Intention Characteristics 31
2.5.3 Purchase Intention Measures 33
2.6 Consumer Personality Traits 34
Chapter 3 Research Methodology 37
3.1 Research Model and Hypotheses 37
3.2 Eye-Tracking Approach 41
3.2.1 Experimental Environment 41
3.2.2 Research Participants 44
3.2.3 Experimental Procedure 45
3.2.4 Stimulus 47
3.3 Personality-Trait Questionnaire and Post-Experiment Interview 50
3.4 Data Collection and Analysis Methods 51
Chapter 4 Data Analysis 55
4.1 Characteristics of Participants 55
4.2 Eye movement overview 56
4.3 Visual Attention Varying with Different Products Types 58
4.3.1 Fixation Duration 58
4.3.2 Fixation Count 59
4.4 Predicting Purchasing Intention from Visual Attention 61
4.4.1 Fixation Duration 61
4.4.2 Fixation Count 62
4.5 Purchasing Intention Varying with Different Personality Traits 62
4.6 Extra Findings Regarding Personality Traits 69
4.6.1 Fixation Duration 71
4.6.2 Fixation Count 76
4.7 Interview Results 81
Chapter 5 Conclusions 88
5.1 Discussion 88
5.2 Contributions 93
5.2.1 Academic Contributions 93
5.2.2 Practical Contributions 95
5.3 Limitations and Future Research 97

Appendix 1 Consent Form 112
Appendix 2 Basic information questionnaire 113
Appendix 3 The Scale of TIPI 114
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