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系統識別號 U0026-0812200915150180
論文名稱(中文) 影響線上拍賣消費者購買意願與再度購買意願之研究
論文名稱(英文) The Impact of the Purchase Intention and Re-purchase Intention of Consumers to Online Auction
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 97
學期 2
出版年 98
研究生(中文) 郭婉如
研究生(英文) Yuan-ru Kuo
學號 r9696104
學位類別 碩士
語文別 中文
論文頁數 156頁
口試委員 口試委員-劉易矗
指導教授-陳正忠
口試委員-江俊毅
口試委員-林清河
中文關鍵字 協調策略  再次購買意願  信任  購買意願  媒體豐富度 
英文關鍵字 Purchase Willing  Re-purchase Willing  Coordination Strategy  Media Abundance  Trust 
學科別分類
中文摘要 消費者網路購物經驗成熟、C2C平台的發展也愈來愈成熟,加上虛擬和實體賣場的交互影響,使得網路拍賣市場近年來持續高速成長。面對全球線上交易機制的高度成熟化以及與日劇增的業務交易量,促使本研究對於一些可能影響「線上拍賣交易」活動過程因素的探討, 並進而分析這些可能影響對於「購買意願」因素所引發「消費者再度購買意願」的影響情況。本研究採用露天拍賣及Yahoo進行模擬情境實驗,分別模擬其各自環境進行價格評價之資訊多寡的實驗與衡量顧客心理與其購買的意願。並根據拍賣的環境進行實驗,而後討論拍賣後紛爭發生的情形,再分別遇到不同的協調者進行協調,再根據以上實驗來探討其對再次購買意願的影響。

實驗結果發現,其產品的差價、賣方評價、所提供的資訊量多寡與品牌拍賣網站影響受測者購買意願之主要因素。在大多數受測者中,評價高、資訊量高、價幅高、山寨機(奇摩vs露天);在評價低、資訊量高、價幅高、山寨機(奇摩vs露天);在評價高、資訊量低、價幅高、山寨機(奇摩vs露天);在評價低、資訊量低、價幅高、山寨機(奇摩vs露天) 之獨立樣本T檢定中,其結果可以發現皆有顯著性差異存在。奇摩與露天之四因子變異數分析結果發現,兩者皆在「手機」有顯著差異存在;「產品資訊提供度」有顯著差異存在;「價格」有顯著差異存在;「賣方評價」有顯著差異存在。但是在交互作用(Interaction effect)結果顯示,露天之四因子變異數分析「手機」與「產品資訊提供度」是交互作用,表示手機產品的資訊提供有助於促進購買意願之提升;「手機」與「價格」是有交互作用,可以了解手機價格的直接購買價與起標價會影響到購買意願。而在協調者進行三因子多變量分析中得知「協調策略」有顯著差異存在;「信任」有顯著差異存在,在交互作用結果顯示,「媒體豐富度」與「信任」是有交互作用,媒體豐富度高則會增加買方的信任程度。證明產品資訊的真實性、媒體豐富程度、產品價格與品牌等,種種因素都會增加了網路買方對於拍賣網站的「購買意願」,甚至是對賣方的信任程度、評價等,皆會產生買家其對該網站的「忠誠度」,進而影響到買方「再次購買的意願」。
英文摘要 With the increasing maturity for consu1s’ online purchase experience and the development for C2C platforms, as well as mutual influence caused by both virtual and physical shopping malls, online auction markets have continuously grown in a high pace. When people face highly mature global online trading mechanisms and highly busy commercial exchanges, such situations trigger this research to explore some process factors possibly affecting the activities for online auction trading. It is further attempted to explore the possible conditions with the re-purchase willing from consumers caused by the purchase willing factors. This research is operated in PChome and Yahoo online auctions to simulate experimental settings. The simulation is separately implemented in accordance with experimental measurement on the information input volume about pricing appraisal and customers’ purchase willing psychologically. Also, based on auction environment, the experiment is implemented with discussion on possible disputes after auctions. Furthermore, according to the negotiations mediated by different coordinators and aforementioned experiments, the influence on re-purchase willing can be explored.

From research results, it is found that price differences, appraisals from sellers, available information input volume and online auctions for brand products are exactly the major factors to affect purchase willing. In the T-test examination for independent samples among most experimental respondents with the situations including the combination of high appraisal scores, high input of information, high price levels, copycat products (Yahoo vs PChome), the combination of low appraisal scores, high information input, high prices and copycat products (Yahoo vs PChome), the combination of high appraisal scores, low information input, high prices and copycat products (Yahoo vs PChome) and the combination of low appraisal scores, low information input, high prices and copycat products (Yahoo vs PChome), significant variances can be found from experimental results. From the analysis results with 4 variables for Yahoo vs PChome, it is found that both online auction companies come with significant variances in “cell phones”, “the accessibility to provide product information”, “prices” and “appraisal scores from sellers”. However, the results of interaction effect reveal that for PChome auctions, among 4 variables, “cell phones” and “the accessibility to provide product information” cause interaction. It means providing information about cell phones will be helpful to enhance purchase willing. The items of “cell phones” and “prices” cause interaction. It is found that knowing the finalized prices and initial bidding prices of cell phones actually affect purchase willing. From 3-factor multi-variable analysis, coordinators can find significant difference separately existing in “coordination strategies” and “trust”. From interacted results, “media abundance” and “trust” cause interaction. High-leveled “media abundance” can increase buyers’ levels in “trust”. It is clearly testified that various factors like “reality” for product information, “media abundance”, “product prices” and “brands” will naturally enhance buyers’ “purchase willing” to online auctions. Furthermore, the levels in “trust” and “appraisal scores” against sellers will also cultivate buyers’ loyalty to the said online auction with positive influence on “re-purchase willing”.
論文目次 第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 6
1.3 研究範圍 7
1.4 研究流程 7
第二章 文獻回顧 9
2.1 承諾成本 9
2.1.1 實質選擇權與財務選擇權 10
2.1.2 靜態與動態環境之最大願付價格 13
2.2 知覺風險 15
2.3 價格資訊 16
2.3.1 參考價格理論的說明 17
2.3.2 參考價格效果的補充理論 18
2.3.3 價格-知覺品質的推論 20
2.4 線上賣方評價 22
2.4.1 信任的定義 22
2.4.2 信任對競標出價的作用 25
2.4.3 網路評價對信任的影響 25
2.5 消費者對品牌意識衡量 25
2.6 協調者機制 27
2.7 知覺效用 28
2.7.1 效用理論模式 28
2.7.2 效用理論等式 29
2.7.3 效用理論分析 29
2.8 線上拍賣消費者購買意願 30
2.8.1 消費者的定義 32
2.8.2 線上拍賣消費者的特質 32
2.8.3 購買意願的意涵 34
第三章 研究方法 35
3.1 研究架構 35
3.2 研究假設 36
3.3 研究變數 41
3.3.1 研究變數操弄 56
3.3.2 研究變數衡量 57
3.4 研究範圍 58
3.5 資料蒐集方法 58
3.6 資料分析方法 59
第四章 實驗分析與討論 62
4.1 描述性統計 62
4.2 問卷信度分析 66
4.3 獨立樣本T檢定 67
4.4 多變量分析 80
4.5 驗證性因素分析 123
第五章 結論與後續建議 127
5.1 結論 127
5.2 後續建議 129
參考文獻 131
附件1:線上拍賣消費者購買意願之影響問卷 142
附件2:線上協調者對再次購買意願的影響問卷 150
附件3:妥協等級問卷 156
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