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博碩士論文 etd-0723116-154654 詳細資訊
Title page for etd-0723116-154654
論文名稱
Title
線上購物網站不同優惠方案對消費者滿意度及後悔之影響
The impact of online shopping website with different promotions on customer satisfaction and regret
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
64
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2016-06-27
繳交日期
Date of Submission
2016-08-23
關鍵字
Keywords
線上購物網站、負面評價、優惠、滿意度、再購買意願、抱怨意圖、後悔感受
Online shopping website, Regret, Satisfaction, Promotions, Repurchase, Complain, Negative word-of-mouth
統計
Statistics
本論文已被瀏覽 5778 次,被下載 276
The thesis/dissertation has been browsed 5778 times, has been downloaded 276 times.
中文摘要
在網路上有著許多購物網站,人們藉由便利的線上購物服務可以不用出門便買到產品,因此線上購物網站的使用人數越趨增加,線上購物網站推出同樣的產品但有不同的價格或優惠,而過去研究專注於探討優惠的呈現方式如何吸引消費者注意力或隱藏不利訊息,鮮少有結合滿意度及後悔感受之研究,於是本研究以展望理論為基礎,並結合過去文獻所提出之後悔模型,將探討消費者在線上購物網站所提供之優惠方案選項中做出錯誤決策後滿意度及後悔感受對進一步後續行為再購買意願、抱怨意圖及給予負面評價之影響,找出消費者購後滿意度及後悔感受對再購買意願、抱怨意圖及給予負面評價間的正負面影響。
本研究採用實驗法為研究設計,研究模型中各構念採用Likert五點尺度量表衡量,實驗方法為設計兩個實驗情境影片,藉由說明引導受測者當作自己為影片中主角,並依據實際感受填寫問卷,最終共回收212份有效樣本,分析方式採用單變量變異數分析與結構方程模型,分析結果顯示消費者對優惠方案做出錯誤決策會對滿意度有顯著負面影響,以及消費者對優惠方案做出錯誤決策會對後悔感受有顯著正面影響,滿意度對再購買意願有顯著正面影響,且滿意度對抱怨意圖及給予負面評價皆有顯著負面影響,而後悔感受對抱怨意圖有顯著正面影響,但後悔感受對再購買意願以及給予負面評價並無任何顯著影響。
Abstract
There are many online shopping websites nowadays, people can buy products without going out by the convenient service. Therefore, users of online shopping websites increase continuously. Online shopping websites sale same products with different price or different promotion. However, previous studies focused on how can promotion presentation attracts consumer attention or how can it keep unfavorable information from customers. There were few studies combined satisfaction and regret, consequently this study is based on prospect theory and used “regret model” by past research. This study will discuss how satisfaction and regret caused by making a wrong purchase decision on an online shopping website, which is providing special promotion, will have an impact on the intention to repurchase the product, intention to complain to the seller, and the intention to share bad experience across buyer’s social circle.
In this study, experimental method is used to research design, five contracts are measured by Likert 5-Level scale. Experimental method is to design two simulation environment videos, with instructions guide subjects to himself as the protagonist in the video, and fill out the questionnaire based on the actual experience. Finally, a total of 212 effective questionnaires were collected, and use structural equation modeling for data analysis. The results show that wrong decisions of promotion options has a negative effect on satisfaction, wrong decisions of promotion options also has a positive effect on regret, satisfaction has a positive effect on repurchase, satisfaction has a negative effect on complain and negative word-of-mouth, regret has a positive effect on complain, But regret has no negative effect on repurchase and negative word-of-mouth.
目次 Table of Contents
論文審定書 i
摘要 ii
Abstract iii
目錄 iv
表次 vi
圖次 vii
第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 2
第三節、研究目的 2
第四節、研究流程 3
第二章、文獻探討 5
第一節、優惠方案選項 5
第二節、展望理論 5
第三節、滿意度 6
第四節、後悔感受 6
第五節、再購買意願 7
第六節、抱怨意圖 7
第七節、給予負面評價 8
第三章、研究方法 9
第一節、研究模型 9
第二節、研究假說 9
一、優惠方案的錯誤決策 9
二、滿意度 10
三、後悔感受 10
四、再購買意願 11
五、抱怨意圖 11
六、給予負面評價 11
第三節、操作型定義 12
第四節、研究設計 13
一、研究對象 13
二、實驗及問卷設計 13
三、資料收集 21
第四章、資料分析 22
第一節、樣本基本資料分析 22
第二節、模型及假說驗證 24
一、單變量變異數分析(ANOVA) 24
二、結構方程模型(SEM) 28
三、研究模型分析結果 36
第五章、結論與建議 38
第一節、研究結果與討論 38
一、優惠方案的錯誤決策對滿意度及後悔感受之影響 38
二、滿意度及後悔感受對再購買意願之影響 39
三、滿意度及後悔感受對抱怨意圖之影響 39
四、滿意度及後悔感受對給予負面評價之影響 39
第二節、理論及實務意涵 40
一、理論面 40
二、實務面 40
第三節、研究限制 41
第四節、未來研究方向 42
參考文獻 43
【附錄一】實驗影片示意圖 47
【附錄二】實驗影片示意圖 50
【附錄三】正式問卷 53
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