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系統識別號 U0026-2308201118000600
論文名稱(中文) 吸引消費者網路購物的因素探討 -以團購2.0網站為例
論文名稱(英文) The Factors that Attract Consumers of Online Shopping - Taking Group buying 2.0 website as an Example
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 99
學期 2
出版年 100
研究生(中文) 黃芷柔
研究生(英文) Chih-Jou Huang
學號 r46981061
學位類別 碩士
語文別 中文
論文頁數 77頁
口試委員 指導教授-莊雙喜
口試委員-蔡明田
口試委員-康信鴻
中文關鍵字 團購  網站特性  價格促銷  從眾行為  認知風險  購買意圖 
英文關鍵字 Group Buying  Website Characteristic  Promotion  Conformity  Perceived Risk  Purchase Intention 
學科別分類
中文摘要  隨著網路購物的普及,越來越多消費者選擇網路進行消費。2009年台灣網路購物市場已經超過百貨實體業績,2010年的市場規模將達3,853億元,年成長達21.5%。2010年台灣開始在出現團購2.0網站,截至4月份全台團購網站計有26家,市場競爭激烈,市場規模年成長率可達30%;4月份團購網站交易金額突破2億3000萬元,比3月份成長3成5,屢創新高的銷售金額,顯示團購市場仍位於高度成長期。本研究以團購2.0網站為例,試圖找出影響消費者從事網路購物之因素,藉此希望可以瞭解消費者之行為。
  本研究對象為具有團購2.0網站消費經驗的消費者,以網路問卷的方式蒐集資料,透過文獻探討針對網站特性、價格促銷、從眾行為、認知風險及購買意圖建立因果關係模式,使用統計軟體進行敘述性統計分析、因素分析、信度分析與迴歸分析等方法,實證探討各構面之因果關係,並從中找出其管理意涵。
  驗證結果顯示:一、團購2.0網站的網路特性對消費者購買意圖有顯著且正向的影響。二、團購2.0網站的價格促銷對消費者購買意圖有顯著且正向的影響。三、消費者的從眾行為對其在團購2.0網站的購買意圖有顯著且正向的影響。四、消費者對團購2.0網站的認知風險對其購買意圖的影響不顯著。
英文摘要  With the popularity of online shopping, more and more consumers choose to website for shopping. Taiwan's online shopping market already exceed department stores’ revenue in 2009. The market size of online shopping is reach NTD 3,853 billion in 2010. The annual growth rate is 21.5%.
Group buying 2.0 website appeared in Taiwan in 2010. Until this April, Taiwan has 26 group buying 2.0 website. Transaction amount exceeded NTD 230 million , compared with March up to 30% growth, indicating group buying 2.0 website market is still growing in height. This study attempts to find out the factors which influence consumers’ purchasing behavior in the group buying 2.0 website.
  This investigation take consumers with group buying 2.0 website shopping experience as the subjects of this study. We collected data through online questionnaire. This research based on literature review create the cause-effect model of website characteristic, promotion ,conformity ,perceived risk with purchase intention. Through the descriptive analysis, factor analysis ,reliable analysis ,regression analysis by the statistics software, we proved the causal relationship between the various dimensions, and find out their managerial implications.
  The major findings of this study were concluded as below. Firstly, website characteristic has a significant and positive effect on the purchase intention. Secondly, promotion has a significant and positive effect on the purchase intention. Thirdly, conformity has a significant and positive effect on the purchase intention. Finally, perceived risk has no significant effect on the purchase intention
論文目次 摘要 i
Abstract ii
誌謝 iii
目錄 v
表目錄 vi
圖目錄 viii
第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的 2
第三節 研究流程與範圍 2
第二章、文獻探討 4
第一節 網路購物、網路商店與團購2.0網站 4
1. 團購2.0網站與合作商家的運作 9
2. 消費者與團購2.0網站的運作 9
第二節 網站特性(Website Characteristic) 10
第三節 促銷(Promotion) 12
第四節 從眾行為(Conformity) 14
第五節 認知風險(Perceived Risk) 17
第六節 購買意圖(Purchase Intention) 20
第七節 本研究各構面間之關係 21
第三章 研究方法 25
第一節 研究架構與研究假說 25
第二節 研究方法與資料蒐集 26
第三節 研究變數之操作性定義與衡量 27
第四節 資料分析方法 32
第四章 資料分析與結果 35
第一節 樣本結構與敘述統計分析 35
第二節 因素分析 43
第三節 信度分析與效度分析 50
第四節 迴歸分析 53
第五章 結論與建議 61
第一節 研究結論 61
第二節 管理意涵 64
第三節 研究限制與後續研究建議 66
參考文獻 68
附錄:正式問卷 72
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