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博碩士論文 etd-0810111-000302 詳細資訊
Title page for etd-0810111-000302
論文名稱
Title
「One Deal a Day」電子商務模式研究-以WOOT!網站為例
Research on 「One Deal a Day」 Business Model - A Case Study of WOOT!
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
67
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
2011-07-13
繳交日期
Date of Submission
2011-08-10
關鍵字
Keywords
幽默廣告、促銷、電子商務模式、享樂消費、衝動性購買、時間壓力、網站忠誠度
One Deal a Day, E-commerce, humor advertising, time pressure, impulse buying, E-Loyalty, hedonic consumption
統計
Statistics
本論文已被瀏覽 5874 次,被下載 699
The thesis/dissertation has been browsed 5874 times, has been downloaded 699 times.
中文摘要
網際網路電子商務的蓬勃發展以及資訊科技的日新月異,各種新興的電子商務模式也因應而生。近年來新興的「One Deal a Day」電子商務模式,其顛覆傳統概念,卻能創造佳績,因此,本研究探討「One Deal a Day」之電子商務特性,並以此種電子商務模式的創始網站– WOOT!.com 為資料蒐集的標的,進行實證研究。
本研究歸納「One Deal a Day」的商務特性包含:單一產品、時間壓力、促銷價格、幽默行銷、不確定性等特性,參考過去文獻,提出「One Deal a Day」電子商務模式之成功特質,主要係來自於其能引發消費者享樂及衝動性購買行為。
經由實證資料分析,本研究得出六項命題,發現在交易時間越短且截止時間越不確定時,或是當產品價格越低時,皆會引發消費者之衝動性購買行為。但在時間壓力越大的情況下,價格對衝動性購買的影響也會減小。而在消費者特性方面,本研究得出One Deal a Day電子商務模式容易建立消費者忠誠度,且當交易時間短且截止時間越不確定時,越能吸引這些高忠誠度之使用者;但對於新顧客所引發的衝動性購買行為卻愈少。
Abstract
As a result of the prosperous growth of electronic commerce businesses and the rapid progress of the information technologies, various innovative e-commerce business models are emerging. In recent years, there is a new and very successful e-commerce business model called “One Deal a Day.” It is surprising that the way how the One Deal a Day violates many principles of doing good business in the past. For this reason, the purpose of this thesis is to study why and how One Deal a Day can succeed by analyzing the empirical data collected from WOOT! which is the starter of One Deal a Day business model.
Overall, the unique characteristics of One Deal a Day include single item only at any moment, 24 hours only or even shorter of selling, great discounts, funny story as marketing tactics, and full of uncertainty. Based on these characteristics and literature, we conclude the success of One Deal a Day is resulted from hedonic consumption and impulse buying behaviors.
According to the analysis of empirical data, when the selling time is shorter and more uncertain, or when the price is cheaper, it will encourage more impulse buying. However, the time pressure will negatively moderate the impact of the price on impulse buying. From the aspect of consumer loyalty, we found that One Deal a Day business model is easy to build up consumer loyalty. In addition, when the selling time is shorter and more uncertain, it will attract more consumers with high loyalty, but less new consumers.
目次 Table of Contents
論文審定書 ..................................................................................................................... i
誌謝 ............................................................................................................................... ii
摘要 .............................................................................................................................. iii
Abstract ......................................................................................................................... iv
目錄 ............................................................................................................................... v
圖次 .............................................................................................................................. vii
表次 ............................................................................................................................ viii
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 研究流程 ............................................................................................ 4
第四節 論文架構 ............................................................................................ 6
第二章 文獻探討 .................................................................................................... 7
第一節 衝動性購買 ........................................................................................ 7
第二節 享樂消費 ............................................................................................ 9
第三節 幽默廣告 .......................................................................................... 12
第四節 促銷 .................................................................................................. 14
第五節 時間壓力與決策 .............................................................................. 15
第六節 消費者網站忠誠度 .......................................................................... 17
第七節 AIDA模式 ........................................................................................ 18
第三章 研究架構與方法 ...................................................................................... 20
第一節 研究架構 .......................................................................................... 20
第二節 研究方法與資料蒐集 ...................................................................... 23
第四章 資料分析與命題推導 .............................................................................. 27
第一節 基本敘述統計 .................................................................................. 27
第二節 資料分析結果與討論 ...................................................................... 29
第三節 綜合論述 .......................................................................................... 37
第五章 結論與建議 .............................................................................................. 45
第一節 研究發現與結論 .............................................................................. 45
第二節 研究貢獻 .......................................................................................... 46
第三節 研究限制 .......................................................................................... 48
第四節 未來研究建議 .................................................................................. 48
參考文獻 ...................................................................................................................... 50
附錄一 .......................................................................................................................... 56
附錄二 .......................................................................................................................... 57
附錄三 .......................................................................................................................... 58
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