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博碩士論文 etd-0710103-100309 詳細資訊
Title page for etd-0710103-100309
論文名稱
Title
線上集體購物模式績效之研究
A Study of Performance of Online Group-Buying Models
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
78
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
2003-07-07
繳交日期
Date of Submission
2003-07-10
關鍵字
Keywords
電子商務、集體購物、群體議價、群體採購、合購
group purchasing, group buying, collective bargaining, collective buying, electronic commerce
統計
Statistics
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The thesis/dissertation has been browsed 5792 times, has been downloaded 3775 times.
中文摘要
  傳統生活中常見親朋好友針對共同需求,一起購買相同的商品,以增加議價力量並達到降低售價的目的。這樣集體購物的方式在網際網路環境下,更可跨越時空的限制吸引更多的消費者來一同參與購買,發揮更大的議價能力。因此,自Mercata於1998年在網際網路上建立了以集體購物為企業經營模式的創新網站之後,線上集體購物網站便如雨後春筍般出現,也出現了各種不同的集體購物模式。
  本研究主要是探討網站上最常見的「單項商品合購-價格接受」及「單項商品合購-自由定價」兩種集體購物模式之績效是否有所差異,該績效之差異是否會受到不同價位的產品之影響;另外,也希望從瞭解消費者的個人因素是否會影響其對於集體購物模式之選擇。
  經過實驗及問卷分析後,本研究發現「單項商品合購-自由定價」的績效較高,能產生較多的訂購量及成交量,且受測者對模式的滿意度也較高。另外,本研究也發現受測者在選擇線上集體購物時,會受到其心中理想價格、預期合購人數和動機的影響。
Abstract
Traditionally, group buying is a way to lower down the price due to the group based collective bargaining power. In the Internet age, because the Internet provides more efficient communication tools, it is much easier to recruit more participants to join the group buying to increase the bargaining power and then to lower down the buying price. Hence, in 1998, Mercata proposed an innovative website using group buying as its business model. Since then, there is more and more group buying websites with different group buying models.
For single product group buying, there are two most often used models, price acceptance model and free pricing model. The purpose of this thesis is to probe the performance of these two models. First, whether there is difference between the final transaction volumes of these two models and how the difference will be intervened by different price level of product are explored. The next concern is to find what kinds of personal factors of participants will affect their choice of group buying model.
The result is that the performance and participants’ satisfaction of free pricing model are better than those of price acceptance model. In addition, the choice of group buying models will be influenced by the ideal price, group size expected by the participants and their motivations.
目次 Table of Contents
第一章 緒論…………………………………………………………………………1
  第一節 研究背景與動機………………………………………………………1
  第二節 研究目的………………………………………………………………2
  第三節 研究流程與方法………………………………………………………3
  第四節 論文架構………………………………………………………………4
第二章 文獻探討……………………………………………………………………5
第一節 線上集體購物模式……………………………………………………5
  第二節 涉入程度………………………………………………………………8
      一、涉入的定義………………………………………………………8
      二、涉入的分類………………………………………………………9
      三、涉入程度影響因素………………………………………………10
  第三節 拍賣…………………………………………………………………..11
      一、拍賣定義與分類…………………………………………………11
      二、線上拍賣與拍賣者行為…………………………………………13
  第四節 議價…………………………………………………………………..14
一、議價定義………………………………………………………..14
二、議價策略與議價行為…………………………………………..16
第五節 集體購物……………………………………………………………..17
    一、集體購物定義…………………………………………………..17
    二、集體購物行為…………………………………………………..18
第三章 實驗設計…………………………………………………………………..21
  第一節 實驗架構與變數設計………………………………………………..21
      一、單項商品合購實驗架構(一)及變數設計……….......................22
      二、單項商品合購實驗架構(二)及變數設計……………..….........24
  第二節 研究假設…………………………………………………………….27
  第三節 實驗內容設計……………………………………………………….29
一、實驗樣本……………………………………………………….29
二、實驗環境……………………………………………………….29
三、單項商品合購模式設計……………………………………….30
  第四節 問卷設計…………………………………………………………….32
一、個人基本資料問卷……………………………………………..32
二、集體購物模式結果衡量問卷…………………………………..33
  第五節 實驗程序…………………………………………………………….34
      一、實驗前…………………………………………………………..34
二、實驗過程………………………………………………………..34
三、實驗後…………………………………………………………..35
第四章 資料統計與實驗分析…………………………………………..…………36
第一節 基本資料敘述統計與分析……………………………….…….……36
第二節 應變數敘述統計………………………………………….………….39
第三節 研究假設檢定…………………………………………….………….43
  一、線上集體購物模式交易結果分析………………….………….43
  二、消費者選用線上集體購物模式行為之探討……….………….52
第五章 結論與建議………………………………………………………………..62
  第一節 研究發現與結論……………………………………………………..62
一、線上集體購物模式交易結果…………………………………..62
      二、消費者選用線上集體購物模式之行為………………………..64
  第二節 研究限制……………………………………………………………..66
  第三節 研究成果與貢獻……………………………………………………..66
  第四節 未來研究方向與建議…………………………………….………….67
參考文獻………………………………………………………………….………….68
  一、中文文獻…………………………………………………………………..68
  二、英文文獻…………………………………………………………………..68
附錄…………………………………………………………………………………..71
  附錄一、問卷綜合整理……………………………………………………….71
附錄二、實驗前問卷畫面……………………………………………………..73
  附錄三、實驗既集體購物模式說明…………………………………………..74
  附錄四、選擇模式畫面………………………………………………………..75
  附錄五、自由定價模式產品說明畫面………………………………..………..76
  附錄六、自由定價模式訂單畫面……………………………..……………….77
  附錄七、自由定價模式問卷畫面……………………………………………..78
參考文獻 References
一、中文文獻
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3. 謝千之,產品資訊情境、參考價格與知覺品質對消費者購買行為之影響,東吳大學企業管理研究所碩士論文,民國88年
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5. 詹琇蓉,產品涉入、消費者特性與情境對網路購物之知覺風險影響分析,成功大學企業管理研究所碩士論文,民國90年

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