進階搜尋


   電子論文尚未授權公開,紙本請查館藏目錄
(※如查詢不到或館藏狀況顯示「閉架不公開」,表示該本論文不在書庫,無法取用。)
系統識別號 U0026-1908202023140100
論文名稱(中文) 網站特性、產品包裝對於與衝動性線上消費的影響---以車用清潔用品為例
論文名稱(英文) A study on the effect of web properties and brand on impulse buying in cleaning products of cars
校院名稱 成功大學
系所名稱(中) 工程管理碩士在職專班
系所名稱(英) Institute of Engineering Management (on the job class)
學年度 108
學期 2
出版年 109
研究生(中文) 劉政鑫
研究生(英文) Cheng-Hsin Liu
學號 N07031402
學位類別 碩士
語文別 中文
論文頁數 64頁
口試委員 指導教授-蔡明田
口試委員-莊立民
口試委員-李國瑋
口試委員-陳昆祥
中文關鍵字 網站特性  產品包裝  衝動性購物  線上購物  日常用品 
英文關鍵字 Web properties  package  impulse buying  online-shopping  daily necessities 
學科別分類
中文摘要 由於智慧手機與無線網路的普及與改進,導致消費者的購物習慣也逐漸改變,從實體購物轉向網路購物的消費者越來越多,能在網路上購買的產品也越來越多元,整體網路購物的銷售額不斷上升。然而,網路購物的競爭也越發激烈,因此要針對那些因素進行改善才能夠吸引消費者成了目前各大網路賣家的必修課題。同時,由於網路銷售時,消費者無法實際看到或觸摸商品,因此賣家能夠向消費者推銷的機會並不多,無非就是網站與包裝,因此本研究針對網站特性與產品包裝對線上衝動性購物的影響進行研究。
本研究採問卷調查,有效樣本共計363份,利用迴歸分析驗證建構的假設,得到以下結論:
1. 產品資訊對消費者衝動性購物有負面影響;而非產品資訊的相關資訊與娛樂型資訊對消費者衝動性購物有正面影響。
2. 優良的網站視覺設計與指引設計對消費者衝動性購物有正面影響。
3. 產品包裝的功能性對消費者衝動性購物有負面影響;而產品包裝的造型與容量對消費者衝動性購物有正面影響。
英文摘要 Due to the popularization and improvement of smart phones and wireless networks, consumers’ shopping habits have gradually changed. More and more consumers are switching from off-line shopping to on-line shopping, and the products that can be purchased online are becoming more and more diverse. Overall, competition in online shopping continues to rise. However, the competition of online shopping is becoming more and more fierce, so it is necessary to improve those factors to attract consumers to become a compulsory topic for major online sellers. At the same time, according to online sales, consumers cannot actually see or touch products, so there are not many opportunities for sellers to sell to consumers. It is nothing more than website and packaging. Therefore, this research focuses on website characteristics and product packaging’s impact of shopping.
In this study, a questionnaire survey was used, and a total of 363 valid samples were used. Regression analysis was used to verify the reconstruction hypothesis:
1. Product information has a positive impact on consumers' impulse buying. Relevant information other than product information and entertainment information have a positive impact on consumers' impulse buying.
2. High-quality website design have a positive impact on impulse buying.
3. The functionality of product packaging has a positive impact on consumers' impulse shopping; and the functionality of product packaging has a positive impact on consumers' impulse buying.
論文目次 摘要 I
致謝 V
目錄 VI
表目錄 VIII
圖目錄 IX
第一章、緒論 1
1-1研究背景及動機 1
1-2研究目的 6
1-3本文架構 7
第二章、文獻回顧 9
2-1網路上的衝動性購物 9
2-1-1 網路購物 9
2-1-2衝動性購物的定義 10
2-1-3影響衝動性購物的因素 13
2-2 理論回顧 18
2-2-1 S-O-R模式的優點 18
2-2-2 S-O-R模式 18
第三章、研究方法 22
3-1研究架構 22
3-2研究假設 23
3-3變數的操作型定義 24
第四章、資料分析與結果 30
4-1 研究樣本與變項描述性分析 30
4-2 因素分析 36
4-3信度分析 41
4-4效度分析 42
4-5迴歸分析 43
第五章、結論與建議 49
5-1研究結果 49
5-2 研究貢獻 54
5-2-1 理論意涵 54
5-2-2 實務意涵 54
5-3 研究限制與未來展望 56
5-3-1研究限制 56
5-3-2未來展望 57
參考文獻 58
中文文獻 58
英文文獻 59
問卷 61
參考文獻 中文文獻
1. 李秉倫(2001),折扣深度、產品屬性與促銷情境對品牌評價與購買意願影響之研究,銘傳大學管理科學研究所碩士論文。
2. 許鳳火 (1988),產品造形設計方法,大同學報14期,頁119∼131。
3. 黃雅卿、姚村雄(2002),台灣地方性特產包裝研究──以中部地區之食品為例。科技學刊11卷2期,頁137-155。
4. 邱皓政(2006),量化研究與統計分析:SPSS 中文視窗版資料分析範例解析,五南出版社。
5. 蕭文龍(2014),統計分析入門與應用--SPSS 中文版+PLS-SEM(SmartPLS)碁峰出版社。
6. 徐怡盈(2000),品牌知名度、參考價格來源、產品特徵與產品知識對消費者購買意願及產品品牌評估的影響,國立成功大學企業管理研究所碩士論文。
7. 陳俊宏、姚村雄(2001),品牌文字造形變化對於消費者熟悉商品包裝之意象與識別效果影響研究,商業設計學報卷5,頁19-28。
8. 陳淑惠、蘇子炘 (2004),產品包裝對消費者認知價值影響之研究一以餅乾包裝為例,遠東學報21卷2期,頁445-458。
9. 張紹勳 (1999), 網際網路使用者消費模式實證研究,行銷評論,4卷3期,頁221-229。
10. 朱陳春田(1991),包裝設計,台北:錦冠出版社
11. 中華民國經濟處 (2019),批發、零售及餐飲業經營實況調查報告;https://www.moea.gov.tw/Mns/dos/content/ContentLink.aspx?menu_id=9431
12. 曾亞軒(2013),網站品質對消費者購買意願之影響-以購物網站淘寶網為例。國立中山大學企業管理學系碩士論文。

英文文獻
1. A. B. Gagnan, S. Lacoste-Badie, “Symmetry influences packaging aesthetic evaluation and purchase intention,” vol. 46, pp.1026-1040, 2018
2. Buhalis, E. P. Lopez, J. A. Martinez-Gonzalez, ,Influence of young consumers' external and internal variables on their e-loyalty to tourism sites, Journal of Destination Marketing & Management, vol. 15, 2020
3. Cinjarevic, E. Agic, A. Pestek, “When Consumers are in Doubt, You Better Watch Out! The Moderating Role of Consumer Skepticism and Subjective Knowledge in the Context of Organic Food Consumption,” Zagreb International Review of Economics & Business, vol. 21, pp.1-14, 2018
4. D. Chen, E. C. S. Ku, C. C. Yeh, “Increasing rates of impulsive online shopping on tourism websites, ” Internet Research, Vol. 29 pp. 900-920, 2019.
5. D. J. McKenzie, “Measuring inequality with asset indicators,” Journal of Population Economics, vol. 18 pp. 229-260, 2005.
6. D. Vohs, R. J. Faber, “Spent resources: self‐regulatory resource availability affects impulse buying,” Journal of Consumer Research, vol. 33, pp. 537–547, 2013
7. H. Park, J. Lee, J “The effect of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement”, International Journal of Electronic Commerce, pp. 125-148, 2007.
8. Hausman, “A multi-method investigation of consumer motivations in impulse buying behavior.” Joural of Consumer Marketing, 17(5), pp.403-426, 2010.
9. L. Wu, I. L. Chiu, M. L. Chen, “Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues,” International Journal of Information Management, vol. 52, pp.315-321, 2020.
10. Maat, R. Konings, “Accessibility or Innovation? Store Shopping Trips versus Online Shopping,” Transportation Research Record, vol. 2672, pp. 1-10, 2018
11. Mohan, B. Sivakumaran, “Impact of store environment on impulse buying behavior.” European Journal of Marketing, vol. 47, 1711–1732, 2013.
12. Piron Defining impulse purchasing ACR North American Advances, vol. 18, pp. 509-514, 2001
13. Piroth, MS Ritter, E. Rueger-Muck, “Online grocery shopping adoption: do personality traits matter?,” British Food Journal, vol. 122, pp. 957-975, 2020
14. R. E. Millima, The Influence of Background Music on the Behavior of Restaurant Patrons, Journal of Consumer Research, Vol. 13, pp. 286-289, 1986.
15. R. Zhuo, “Do Low-Price Guarantees Guarantee Low Prices? Evidence from Competition between Amazon and Big-Box Stores,” Journal of Industrial Economics, vol. 65, pp.719-738, 2017
16. S. Mattila, J. Wirtz, “Congruency of scent and music as a driver of in-store evaluations and behavior,” Journal of Retailing, Vol. 77, pp. 273-289, 2001.
17. Stern, “The Significance of Impulse Buying Today,” Journal of Marketing, Vol. 26, pp. 59-62, 1962.
18. T. Verhagen, W. Dolen, “The influence of online store beliefs on consumer online impulse buying: A model and empirical application,” Information & Management Vol. 48 pp. 320-327, 2010.
19. T. Verhagen, W. van Dolen ”The influence of online store beliefs on consumer online impulse buying: a model and empirical application” Information Management, vol. 48, pp. 320-327, 2011.
20. Tariq, C. F. Wang, Y. Tanveer, U. Akram, Z. Akram, “Organic food consumerism through social commerce in China,” ASIA Pacific Journal of Marketing and Logistics, Vol. 31 pp. 202-222, 2019.
21. Vonkeman, T. Verhagen, W. Dolen , “Role of local presence in online impulse buying, Information & Management,” vol.54, pp.1038-1048, 2017.
22. X. B. Zheng, J. Q. Men, F. Yang, X. Y. Gong, “Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing,” International Journal of Information Management Vol. 48, pp. 151-160, 2019.
23. Zhou, A. Wong “Consumer impulse buying and in-store stimuli in Chinese supermarkets. Journal of International Consumer Marketing, vol. 16, pp. 37–53, 2004.
24. Zuraj, P. Sparl, A. Znidarsic, “Analysis of Individual Aspects Influencing Non-purchasing in an Online Environment and Consumer Willingness to Purchase Custom-Made Apparel,” Organizacija, vol. 50, pp.352-363, 2017
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2020-09-01起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw