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系統識別號 U0026-3008201322222100
論文名稱(中文) 從團購商品購買行為探討商店因素及消費者因素 對消費者購買意願的影響之研究 —以網站團購商品為分析觀點
論文名稱(英文) A Study of The Online Group Purchasing Behavior - Analysis of Online Group Purchase
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 101
學期 2
出版年 102
研究生(中文) 葛鳳玲
研究生(英文) Feng-Ling Ko
學號 R47961137
學位類別 碩士
語文別 中文
論文頁數 149頁
口試委員 指導教授-莊雙喜
口試委員-張紹基
口試委員-周信輝
中文關鍵字 產品特性  知覺價值  知覺風險  品牌忠誠度  口碑傳播  衝動性特質  購買意願 
英文關鍵字 Product Characteristics  Perceived Value  Perceived Risk  Brand Loyalty  Word of Mouth  Impulsive trait  Purchase Intention 
學科別分類
中文摘要 隨著近年來網路普及化,使用網路團購的人口有明顯的增加。網路所帶來的便利性,使各式各樣商品購物的競爭通路面臨前所未有的挑戰與環境之變化。因此經營者紛紛從實體行銷通路擴充到網路行銷模式。
網路商店的蓬勃發展與多樣性的行銷方式,吸引消費者參與網路團購的比例日漸增加,消費者的消費習慣產生轉移變化,探討影響消費者參與網路團購之因素是否有所變化與關聯性成為本研究的重點。
本研究以透過文獻歸納與問卷統計的方式,探討商店因素與消費者因素對於影響消費者進行網路團購消費行為的接受態度以及購買意願是否有正面相關聯性,並在透過衝動性干擾因素的影響之下,對於消費者在網路團購消費行為及購買意願有相關程度的影響。
本研究結果發現,消費者在商店因素的品牌形象、產品特性、促銷活動、售後服務對於網站團購商品的接受態度都有正向相關之影響程度,且消費者在消費者因素的知覺價值、品牌忠誠度、口碑傳播對於網站團購商品的接受態度都有正向相關之影響程度。雖然消費者在消費者因素的知覺風險對於網站團購商品的接受態度沒有正向相關之影響程度,但整體而言顯示消費者在網站團購商品的接受態度對於網站團購商品的購買意願都有正向相關之影響程度。最後,消費者在網站團購商品的接受態度上受到衝動性特質的干擾因素影響下,對於網站團購商品的購買意願仍有正向相關影響程度。
英文摘要 As the Internet becomes more common, the online group purchasing consumers are apparently increasing. The Internet’s convenience caused a variety of online stores and channels are facing the whole new challenge of a quick change of the business environment. Therefore, it also caused the conventional market to expand and move toward to the online market.
The rapidly developing and various marketing methods of online stores attract the consumers to join the online group purchasing more each day. The consumer purchasing habits are changing. Therefore, this study is to discuss the impact factors of consumer online group purchasing and analyze the relevant factors to explore if there is any positive feedback.
This study uses literature induction and questionnaire to discuss how the online store’s factors and consumer’s factors influence the consumer’s online purchasing behavior, what would the consumer’s acceptance attitude and purchasing intention be, and how these factors are related. Furthermore, when it involves the impulsive disturbing factors, does this cause any impact to the consumer’s behavior and purchasing intention to the online group purchasing.
The result found out that the consumer behavior has positive impacts to brand image, product characteristics, sales promotion and after sales service. The consumer’s online group purchasing acceptance attitude also has the positive impacts to the perceived value, brand loyalty and words of mouth. Although perceived value to the acceptance attitude has no positive impact, overall results are shown that consumer to online group purchasing acceptance attitude and purchasing intention have positive feedback. The consumer online group purchasing acceptance attitude has been influenced by the impulsive trait and still there is a positive impact.
論文目次 口試合格證明.....I
論文摘要.....II
Abstract ......III
誌 謝......IV

目 錄.....V
表目錄(一).....VIII
表目錄(二)......IX
圖目錄.....X

第一章 緒論......1
第一節 研究背景與動機....1
第二節 研究目的....4
第三節 研究範圍....5
第四節 研究流程....6
第二章 文獻探討....7
第一節 商店因素之相關探討....7
ㄧ、品牌形象....7
二、產品特性....13
三、促銷活動....19
四、售後服務....24
五、小結....28
第二節 消費因素之相關探討....29
一、知覺價值.....29
二、知覺風險.....32
三、品牌忠誠度....37
四、口碑傳播....44
五、小結....50
第三節 消費者接受態度之探討....51
一、態度的定義....51
二、科技接受模式....54
三、小結....56
第四節 衝動性特質之干擾因素探討....57
一、干擾因素之定義....57
二、衝動性購買....60
三、小結....70
第五節 消費者購買意願之探討....70
一、購買意願的定義與論述....70
二、小結....76
第六節 本研究各構面之關聯性探討...76
一、消費者對網站團購商品的商店因素之接受態度之關聯性探討..76
二、消費者對網站團購商品的消費者因素之接受態度之關聯性探討..77
三、干擾因素之衝動性特質對於消費者對購買意願之關聯性探討..78
四、消費者對網站團購商品的接受態度之購買意願之關聯性探討..79
第三章 研究方法....80
第一節 研究架構與假設....80
第二節 研究變數操作型定義與衡量....82
第三節 研究問卷設計....88
第四節 研究資料分析與統計方法....90
第四章 資料分析結果....96
第一節 敘述性統計分析....96
第二節 因素分析與信度效度分析....106
第三節 各研究構面關連性探討....117
第四節 整體模式之驗證....122
第五章 研究結論與建議....126
第一節 研究結論....126
第二節 討論與意涵....127
第三節 研究限制與未來研究發展....131
參考文獻......133
壹、 中文部份....133
貳、 英文部分....135
叁、 網路部分....143
附錄......144


表目錄(一)
表2-1-1 品牌的定義..11
表2-1-2 產品特性的論述..15
表2-1-3 新產品創新程度及購買者需求行為..19
表2-1-4 促銷活動之定義..21
表2-1-5 促銷工具的誘因分類敘述..24
表2-1-6 售後服務之定義..27
表2-2-1 知覺價值之定義..32
表2-2-2 知覺風險研究構面..35
表2-2-3 知覺風險定義及論述..36
表2-2-4 顧客忠誠五階段..41
表2-2-5 品牌忠誠度定義及論述..43
表2-2-6 口碑傳播定義及論述..49
表2-3-1 態度的定義之論述..52
表2-4-1 誘發衝動性購買行為之因素..64
表2-4-2 干擾因素相關定義及論述..68
表2-5-1 購買行為的四種類型..73
表2-5-2 購買意願相關定義及論述..74
表3-2-1 本研究之變項衡量問項..86
表3-4-1 KMO參考標準...91
表4-1-1 樣本基本資料敘述分析..96
表4-1-2 品牌形象之平均數與標準差..99
表4-1-3 產品特性之平均數與標準差...100
表4-1-4 促銷活動之平均數與標準差...100
表4-1-5 售後服務之平均數與標準差...101
表4-1-6 知覺價值之平均數與標準差...102
表目錄(二)
表4-1-7 知覺風險之平均數與標準差...102
表4-1-8 品牌忠誠度之平均數與標準差...103
表4-1-9 口碑傳播之平均數與標準差...104
表4-1-10 接受態度之平均數與標準差..104
表4-1-11 衝動性特質之平均數與標準差..105
表4-1-12 購買意願之平均數與標準差..106
表4-2-1 品牌形象構面因素、信度與效度分析表.107
表4-2-2 產品特性構面因素、信度與效度分析表.108
表4-2-3 促銷活動構面因素、信度與效度分析表.109
表4-2-4 售後服務構面因素、信度與效度分析表.110
表4-2-5 知覺價值構面因素、信度與效度分析表.111
表4-2-6 知覺風險構面因素、信度與效度分析表.112
表4-2-7 品牌忠誠度構面因素、信度與效度分析表.113
表4-2-8 口碑傳播構面因素、信度與效度分析表.114
表4-2-9 接受態度構面因素、信度與效度分析表.115
表4-2-10 衝動性特質構面因素、信度與效度分析表..116
表4-2-11 購買意願構面因素、信度與效度分析表..117
表4-3-1 網站團購商品的商店因素之接受態度之迴歸分析表.118
表4-3-2 網站團購商品的消費者因素之接受態度之迴歸分析表.119
表4-3-3 干擾因素對網站團購商品購買意圖之迴歸分析表.120
表4-3-4 網站團購商品的接受態度之迴歸分析表.122
表4-4-1 SEM模式係數估計值..123
表5-1-1 本研究假設實證結果之彙整...126


圖目錄
圖1-4-1 研究流程..6
圖2-1-1 品牌形象架構...10
圖2-1-2 品牌概念形象架構...10
圖2-1-3 自我概念與品牌形象的關係...11
圖2-1-4 行銷活動之成員...20
圖2-1-5 顧客關係管理三階段...25
圖2-2-1 以態度及行為作區分的品牌忠誠類型.38
圖2-2-2 品牌忠誠金字塔...40
圖2-2-3 忠誠度三角模式...42
圖2-3-1 態度構念圖...53
圖2-3-2 科技接受模式(TAM)架構圖..55
圖2-4-1 消費的調適與滿足感...62
圖2-4-2 衝動性購買決策過程...63
圖2-4-3 衝動性購買影響因素...68
圖3-1-1 本研究架構圖...81
圖4-3-1 干擾因素交互作用效果驗證..121
圖4-4-1 結構方程模型分析結果..125
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