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系統識別號 U0026-0812200913400481
論文名稱(中文) 網路福袋的知覺價值與購買意願之影響因子
論文名稱(英文) Exploring the Influential Factors to the Perceived Value and Purchase Intention of On-line Lucky Bags
校院名稱 成功大學
系所名稱(中) 國際企業研究所碩博士班
系所名稱(英) Institute of International Business
學年度 95
學期 2
出版年 96
研究生(中文) 吳馨仁
研究生(英文) Shin-jen Wu
學號 r6694114
學位類別 碩士
語文別 英文
論文頁數 99頁
口試委員 口試委員-蔡東峻
指導教授-吳萬益
指導教授-賴孟寬
中文關鍵字 網路福袋  組合  促銷活動  產品組合  希望  購買意願  知覺價值  知覺風險 
英文關鍵字 bundling  on-line Lucky bags  discount  perceived controllability  promotion activity  hope  perceived risk  perceived value and purchase intention 
學科別分類
中文摘要 近日網路購物網站興起一種新的促銷方式—網路福袋,就實際觀察得知,網路福袋以優惠的折扣來吸引消費者,但福袋內的商品內容是不確定的,本篇研究目的主要即為探索為何消費者會購買商品內容未知的網路福袋以及什麼因素會影響他們的知覺價值及購買意願。根據組合產品(bundling)相關理論、屬性評估模式(attribute model)以及評估理論(appraisal theory),本研究選定幾個可能的影響因子包含產品組合、折扣、知覺風險以及希望,這些因子的個別影響以及交互作用影響分別被推論,並採用實驗設計的實證方式加以佐證這些因子對於網路福袋的知覺價值以及購買意願的影響。
本篇研究的結果顯示:
1.在網路福袋的討論中,消費者認知到他們對於產品組合的控制能力、折扣以及知覺風險都對於消費者的知覺價值以及購買意願有直接的影響。
2.在網路福袋的討論中,消費者認知的產品組合控制能力、折扣以及知覺風險,兩兩分別對於消費者的知覺價值以及購買意願有交互作用的影響。
3.在網路福袋的討論中,消費者本身的”希望”對於產品組合的控制能力、折扣以及知覺風險的直接影響有加強或是減弱的干擾效果。
英文摘要 The main idea of this study is to explore a new on-line promotion activity, on-line Lucky bags, which similar bundling but with unclear product compositions. To examine the factors influence consumers’ buying decision to on-line Lucky bags, the conceptual model of this study is generated based on bundling theory, attribute model, and appraisal theory. Consumers’ perception of product composition controllability, discount, perceived risk, and hope are adopted as possible factors to discuss their influence of consumers’ perceived value and purchase intention toward Lucky bags. An empirical testing is utilized to identify how those factors impact consumers’ buying decision to on-line Lucky bags.
The results of this study indicated that the effects of perceived controllability, discount, perceived and hope are supported in different degree. Consumers perceive different level of value and purchase intention under different on-line Lucky bags’ conditions. High level of perceived controllability, discount make consumers perceive higher value and have more intention to buy, while high perceived risk impact consumers’ buying decision oppositely. The interactive effects of those variables are examined existent. Hope moderates the effects of perceived controllability, discount and perceived risk although it has direct effect, too. This study explains some reasons consumer buying unclear product composition bundling and provides a primary examination of on-line Lucky bags.
論文目次 Abstract II
摘要 III
致謝 IV
TABLE OF CONTENT V
LIST OF TABLES VII
LIST OF FIGURES VIII
CHAPTER Ⅰ INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 4
1.3 Research Procedure 4
CHAPTER Ⅱ LITERATURE REVIEW 6
2.1 Price Bundling 6
2.2 Perceived Value and Purchase Intention of Lucky bags 8
2.3 Perceived Controllability of Product Composition 9
2.4 Discount 12
2.5 The Perceived Risk of Lucky bags 13
2.6 Interaction between Perceived controllability and Discount 17
2.7 Interaction between Perceived controllability and Perceived Risk 18
2.8 Interaction between Discount and Perceived Risk 19
2.9 Hope 20
2.10 Conceptual Model 22
CHAPTER Ⅲ METHODOLOGY 24
3.1 Operational Definition of Variables 24
3.1.1 Independent Variables 24
3.1.2 Dependent Variables 27
3.1.3 Moderator 28
3.2 Research Design 28
3.2.1 Research Product Selection 29
3.2.2 Experimental Materials 29
3.2.3 Questionnaire Design 32
3.2.4 Data Analysis Method 34
3.3 Pretest 35
3.3.1 Sample 35
3.3.2 Procedure 35
3.3.3 Data Processing 36
3.3.4 Results of Pretest 37
3.3.5 Modifications 43
CHAPTER Ⅳ RESULTS AND DISCUSSION 44
4.1 Data Processing 44
4.1.1 Data Coding 45
4.1.2 Sample Distribution 45
4.2 Reliability and Validity 47
4.2.1 Factor Analysis 47
4.2.2 Reliability 47
4.2.3 Discriminate Validity 48
4.2.4 The Measuring Index of Variables 48
4.3 Descriptive Statistics 51
4.4 Hypotheses Testing 51
4.4.1 The Direct Effect of Independent Variables 52
4.4.2 The Interactive Effect of Independent Variables 56
4.4.3 The moderating effect of hope 63
4.4.4 Discussion 70
CHAPTER Ⅴ CONCLUSION AND SUGGESTION 73
5.1 Conclusion 73
5.2 Empirically Tested Model 77
5.3 Managerial Implications 78
5.4 Limitations and Suggestions for Future Research 81
REFERENCE 83
APPENDIX A-1 The virtual web pages of Lucky bags for pretest. 87
APPENDIX A-2 The questionnaire of pretest. 92
APPENDIX B The final questionnaire for formal data collection. 96
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