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系統識別號 U0026-0812200915091250
論文名稱(中文) 網路拍賣之商品價格及賣家聲譽對消費者之知覺、態度與行為意圖影響之研究
論文名稱(英文) The Influence of Online Auction’s Product Price and E-retailer Reputation on Consumer’s Perception, Attitude, and Behavioral Intention
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 97
學期 2
出版年 98
研究生(中文) 黃柏菁
研究生(英文) Po-ching Huang
電子信箱 R4696116@mail.ncku.edu.tw
學號 R4696116
學位類別 碩士
語文別 英文
論文頁數 125頁
口試委員 口試委員-張心馨
口試委員-曾瓊慧
指導教授-吳萬益
中文關鍵字 商品價格  知覺風險  網路拍賣  賣家聲譽  網頁態度  購買意圖  涉入程度 
英文關鍵字 E-retailer reputation  Attitude towards websites  Online auction  Product price  Purchasing intention  Involvement  Perceived risk 
學科別分類
中文摘要 網路拍賣是近年來相當熱門的電子商務模式,亦是學界的熱門研究議題。網路拍賣結合了傳統交易模式與新興科技,透過網際網路的即時性與便利性,提供了商品交易的新風貌。然而在資訊不對稱極高的交易環境下,也增加了許多風險與不確定性。根據過去研究顯示,有許多的購買情境因素會影響消費者對於網路拍賣的購買意圖。在這些影響因素中,商品價格及賣家聲譽是較受到關注的。此外,消費者對於網路拍賣的涉入程度是否會是影響商品價格及賣家聲譽對網路拍賣知覺風險及對網頁態度的干擾變數,也是較少被討論的。本研究採用實驗設計的方式,探討由不同商品價格及賣家聲譽所組成的四種情境對消費者知覺風險、網頁態度及購買意圖影響之研究,並以涉入程度為干擾變數來探討其干擾效果。

研究結果指出商品價格及知覺風險對消費者之購買意圖有負向之影響。賣家聲譽及對網頁的態度對消費者之購買意圖有正向之影響。其中賣家聲譽比商品價格對於消費者的購買意圖影響較大。此外,消費者的涉入程度確實在不同的商品價格及賣家聲譽的情境中,對消費者的知覺風險及網頁態度造成干擾效果。
英文摘要 Recently, online auction has become a new type of e-commerce and also a popular topic for scholars doing researches. Online auction combines the conventional auction model with information technology. With both the convenience and connection provided by the Internet, it makes a different style and features for business transactions. However, in such a condition of information asymmetric within online auction, it also increases many risks and uncertain factors. According to previous studies, there are many factors of buying situation that will affect consumers’ online auction purchasing intention. Among these factors price and reputation have received significantly higher attention. However, the interactions effects between involvement and price and reputation on perceived risk, attitude towards websites and purchasing intention are rarely been discussed. In this study, we used experimental design to discuss whether the product price and e-retailer reputation will have influence on perceived risk, attitude towards websites and purchasing intention. The 2 (product price: high and low) × 2 (e-retailer reputation: high and low) model was conducted to analyze hypotheses and used involvement as a moderate variable.
The results of this study indicated that product price and perceived risk negatively influenced purchasing intention. E-retailer reputation and attitude towards website positively influence purchasing intention. Besides, e-retailer reputation presented more influential effect than product price. Moreover, moderating effect of involvement on the influence of product price and e-retailer reputation on perceived risk and attitude towards websites indeed existed.
論文目次 ABSTRACT II
TABLE OF CONTENTS V
LIST OF TABLES VIII
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objectives and Conceptual Framework 3
1.3 Scope of Study 4
1.4 Structure of the Research Process 5
CHAPTER TWO LITERATURE REVIEW 7
2.1 Definition of Theory and Research Contructs 7
2.1.1 Online Auction 7
2.1.2 Product Price 10
2.1.3 E-retailer Reputation 12
2.1.4 Involvement 14
2.1.5 Perceived Risk 16
2.1.6 Attitude towards Websites 18
2.1.7 Purchase Intention 20
2.2 Hypotheses Development 21
2.2.1 Interrelationship among Product Price, Perceived Risk and Attitude towards Websites 21
2.2.2 Interrelationship among E-retailer Reputation, Perceived Risk and Attitude towards Websites 22
2.2.3 Interrelationship among Product Price, E-retailer Reputation, Perceived Risk and Attitude towards Websites 24
2.2.4 Interrelationship among Perceived Risk, Attitude towards Websites and Purchasing Intention 26
2.2.5 The Moderating Effect of Involvement 29
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 31
3.1 Concept Framework of the Study 31
3.2 Research Design 34
3.3 Construct Measurement 35
3.3.1 Product Price and E-retailer Reputation 35
3.3.2 Perceived Risk 36
3.3.3 Attitude towards Websites and Purchasing Intention 38
3.3.4 Involvement 39
3.4 Questionnaire Design 40
3.5 Pretest 41
3.6 Sampling Process 42
3.7 Data Analysis Procedure 42
3.7.1 Descriptive Statistic Analysis 42
3.7.2 Purification and Reliability of the Measurement Variables 42
3.7.2.1 Factor Analysis 43
3.7.2.2 Item-to-total Correlation 43
3.7.2.3 Internal Consistency Analysis (Cronbach’s Alpha) 43
3.7.3 Relationships among Research Variables 44
3.7.3.1 Analysis of Variance (ANOVA) 44
3.7.3.2 Multiple Analysis of Variances (MANOVA) 44
3.7.3.3 Multiple Regression Analysis 44
CHAPTER FOUR DESCRIPTIVE AND RELIABILITY ANALYSIS 46
4.1 Descriptive Analysis 46
4.1.1 Data Collection 46
4.1.2 Characteristics of Respondents 46
4.1.3 Measurement Results for Research Variables 50
4.2 Manipulation Check in Main Study 53
4.3 Factor Analysis and Reliability Tests 55
4.3.1 Involvement 55
4.3.2 Perceived Risk 56
4.3.2.1 Performance Risk 56
4.3.2.2 Physical Risk 57
4.3.2.3 Social Risk 58
4.3.2.4 General Risk 59
4.3.3 Attitude towards Websites 60
4.3.4 Purchasing Intention 61
4.4 Correlation Matrix for All Variables 62
CHAPTER FIVE RESEARCH RESULTS AND DISCUSSION 64
5.1 Differences between Factors of Research Construct 64
5.1.1 Differences of Dependent Variables under Different Degrees of Product Price 64
5.1.2 Differences of Dependents Variables under Different Degrees of E-retailer Reputation 66
5.2 Differences of Dependent Variables under Different Degrees of Product Price and E-retailer Reputation 68
5.3 The Interrelationships among Perceived Risk, Attitude towards Websites and Purchasing Intention 74
5.4 Moderating Effects Analysis of Involvement 77
5.4.1 Moderating Effects of Involvement on the Relationship between Product Price,Perceived Risk and Attitude towards Websites 77
5.4.2 Moderating Effects of Involvement on the Relationship between E-retailer Reputation,Perceived Risk and Attitude towards Websites 82
5.4.3 Moderating Effects of Involvement on the Relationship between Product Price, E-retailer Reputation, Perceived Risk and Attitude towards Websites 88
CHAPTER SIX CONCLUSION AND SUGGESTION 92
6.1 Research Conclusion 92
6.2 Research Implication and Contributions 95
6.2.1 Academic Contribution 95
6.2.2 Managerial Implication 96
6.3 Limitations and Future Research Direction 97

REFERENCES 99
APPENDIX 114
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