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博碩士論文 etd-0812109-235506 詳細資訊
Title page for etd-0812109-235506
論文名稱
Title
線上集體購物模式探討與分析
Exploration 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
120
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
2009-07-09
繳交日期
Date of Submission
2009-08-12
關鍵字
Keywords
個體經濟學、協商、線上集體購物
Online group-buying, microeconomic, negotiation
統計
Statistics
本論文已被瀏覽 5753 次,被下載 1805
The thesis/dissertation has been browsed 5753 times, has been downloaded 1805 times.
中文摘要
隨著電子商務的發展,線上集體購物也蓬勃發展,過往眾多學者對於線上集體購物領域進行許多不同理論的相關研究,隨著時間空間的變化與集體購物的發展成熟,本研究為提供後續集購領域學者完整的研究基礎,以五大構面:發起者、價格多樣性、議價能力基礎、保留價設定、可議價對象為基礎,並配合協商、募集的不同先後順序,歸納出幾種不同的線上集體購物模式。
整理相關線上集體購物模式後,本研究並引用個體經濟學中消費者效用與廠商利潤等理論,配合集體購物中認知風險理論進行分析,藉由分析不同的消費者偏好與認知風險,歸納並分析線上集體購物中消費者之集購動機、不同交貨方式對消費者與廠商之影響、結團條件的適用情況、保留價設定的適用情況等,以提供線上集體購物領域與經濟領域不同的研究角度。
Abstract
With the development of electronic commerce and online group-buying, many studies tried to explore theories about online group-buying. Following the recent development of online group-buying, this research tries to provide a comprehensive framework to study online group-buying by proposing five different dimensions as a basis to develop various group-buying models. The five dimensions are initiator, price variety, bargain power, reservation price, and number of negotiators. The developed group-buying models are categorized into two categories, negotiating price before forming coaliation and negotiation price after forming coaliation.
In addition, we also tried to analyze online group-buying model or behavior based on microeconomic theory. Hopefully, it can open a new research area in online group-buying models.
目次 Table of Contents
第一章 緒論........................................................................................................................ 9
第一節 研究背景與動機............................................................................................ 9
第二節 研究目的...................................................................................................... 11
第三節 研究流程與論文架構.................................................................................. 11
第二章 文獻探討.............................................................................................................. 13
第一節 線上集體購物.............................................................................................. 13
一、 線上集體購物的定義.............................................................................. 13
二、 線上集體購物的模式.............................................................................. 14
第二節 消費者行為.................................................................................................. 17
一、 消費者行為理論與購買決策模式.......................................................... 17
二、 消費者購買之協商與募集行為.............................................................. 18
三、 信任.......................................................................................................... 19
四、 認知風險.................................................................................................. 20
第三節 線上集體購物的消費者行為...................................................................... 22
第四節 個體經濟學理論.......................................................................................... 23
一、 消費者效用.............................................................................................. 23
二、 廠商利潤極大化...................................................................................... 25
第三章 線上集體購物模式.............................................................................................. 28
第一節 議價後募集與議價前募集集體購物模式之定義...................................... 28
第二節 先議價後募集之線上集體購物模式.......................................................... 30
一、 Model 1-1 and 1-2................................................................................ 31
二、 Model 1-3................................................................................................ 34
三、 Model 1-4 and 1-5................................................................................ 37
四、 Model 1-6................................................................................................ 42
五、 Model 1-7................................................................................................ 44
第三節 先募集後議價之線上集體購物模式.......................................................... 46
一、 Model 2-1 and 2-2................................................................................ 47
二、 Model 2-3 and 2-4................................................................................ 53
三、 Model 2-5 and 2-6................................................................................ 58
四、 Model 2-7 and 2-8................................................................................ 64
第四章 線上集體購物模式與理論分析.......................................................................... 71
第一節 集購動機與消費者效用分析...................................................................... 71
一、 預算線與效用理論.................................................................................. 73
二、 不同集購動機之分析.............................................................................. 76
三、 高低價商品與集購動機分析.................................................................. 78
第二節 交貨方式與廠商利潤成本分析.................................................................. 82
一、 集體購物模式與廠商利潤極大化.......................................................... 82
二、 利潤函數與交貨方式.............................................................................. 84
三、 集購動機與交貨方式.............................................................................. 86
第三節 結團條件與認知風險、消費者效用分析.................................................. 87
一、 結團條件的歸納...................................................................................... 87
二、 結團條件與認知風險.............................................................................. 91
三、 認知風險與消費者效用.......................................................................... 93
第四節 保留價設定與認知風險、消費者效用分析............................................ 102
一、 保留價設定與消費者效用.................................................................... 102
二、 保留價設定與認知風險........................................................................ 105
第五節 集購發貣者與各模式之適用情況............................................................ 108
一、 廠商擔任集購發貣者............................................................................ 110
二、 第三者擔任集購發貣者........................................................................ 110
三、 消費者擔任集購發貣者........................................................................ 111
第五章 結論.................................................................................................................... 112
第一節 研究結果.................................................................................................... 112
第二節 研究貢獻.................................................................................................... 112
第三節 研究限制.................................................................................................... 113
第四節 研究建議.................................................................................................... 114
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