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博碩士論文 etd-0815111-092732 詳細資訊
Title page for etd-0815111-092732
論文名稱
Title
以理論為基礎評估不同網路創新銷售機制之設計
IT-Enabled Selling on the Web: A Theory-Based Evaluation of Different Mechanism Designs
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
127
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
2011-07-29
繳交日期
Date of Submission
2011-08-15
關鍵字
Keywords
航空業、彈性定價機制、去商品化、集體購物、電子市集、線上交易、線上銷售機制
online intermediaries, flexible pricing, airline industry, decommoditization, group-buying auctions, online selling mechanism, mechanism design
統計
Statistics
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中文摘要
網際網路科技改變了資訊傳遞的方式,也連帶的改變了傳統交易的方式與促成電子市集的產生。這些改變帶來了無數種新興的線上中間商以及新的銷售機制。由於絕大多數的線上交易以制式、無差異化的商品為主,並鎖定在最低價行銷模式,價格資訊便成為促成交易的主要因素。最低價行銷模式造成消費者不斷的轉換線上商店,目的在尋得個人最佳交易方案;賣家因此面臨了獲利的壓力。同時,價格資訊並沒有辦法滿足消費者全部的需求;消費者需要額外資訊以衡量與評估線上交易的風險,也需要產品資訊以便於購買最適合個人需求的商品或服務,即使這些商品或服務的售價較高,賣家必須提供額外資訊以及利用去商品化策略,否則消費者最後會捨棄無法滿足他們需求的線上銷售機制。本論文透過三篇研究與兩個線上銷售機制來探討以上議題,這兩個機制為線上集體購物(online group-buying auctions)與航空業的彈性定價機制a la carte pricing;本論文藉由線上實驗系統、個案研究、與計量經濟學模式三個研究方法來驗證相關理論。本論文衡量線上集體購物銷售機制提供的資訊,對消費者在購物過程中的認知風險與信任的影響;本論文同時也衡量a la carte pricing銷售機制對航空業日漸升高的通路衝突所帶來的變化,這些通路衝突主要來自航空公司與中間商對於市場佔有率與銷售影響力的爭奪。研究結果顯示線上銷售機制所提供的額外資訊以及符合消費者個人需求的商品或服務,可以降低產品售價對於消費者購物決策的影響力;消費者的資訊需求同時是多元、非單一的,因此一個有效的銷售機制必須能提供適當的資訊給消費者。本論文研究發現除了價格資訊外,合適的線上銷售機制設計還能有效協助消費者控制交易不確定性、表達個人需求、並幫助賣家取得市場佔有率與銷售影響力。
Abstract
Internet technology (IT) has changed the way information is disseminated, which has led to changes in transaction-making and the creation of new electronic markets. This has also led to the emer-gence of new types of online intermediaries, and new selling mechanisms. Since most online selling involves commodity goods and the discovery of low prices, the design of selling mechanism primarily focuses on the disclosure of price information. Low-price discovery selling mechanisms, however, have caused buyers to shift from one mechanism to another to get the best deals. Online sellers are facing profit pressures as a result. Price information only addresses a portion of consumer needs though. They need information to identify uncertainties that may harm them during transactions. Consumers also search for products and services that fit their individual preferences and are willing to pay a price premium for such offerings. Sellers have to offer additional information and to do decommoditization, or consumers will abandon selling mechanisms that do not match their needs. This dissertation examines these issues in three essays. It explores two online selling mechanisms: online group-buying auctions and a la carte pricing schemes in airline industry. The a la carte pricing is to offer flexible pricing to consumers. The research employs an Internet-based experimental test bed, a single-firm empirical case study, and an econometric model to test the relevant theories. I evaluate the design of online group-buying auctions, where consumers are more uncertain about group-buying as a mechanism for organizing economic exchange. I also evaluate the design of online selling mechanisms in the air travel services industry, where digitally-intermediation has created problems with suppliers’ ownership of their customers and increasing channel conflicts. The results indicate that the dominance of price in consumer purchase decisions can be mitigated by complementary information, as well as value-added product and service information that an online selling mechanism provides. Consumer information requirements are dynamic and inconsistent though. So an effective selling mechanism must identify how to disclose an adequate amount of information to consumer. Some of the new mechanism designs that have emerged have produced a means for sellers to be more effective. My findings suggest that, in addition to price transparency, online selling mechanisms also affect transaction completion uncertainty, and support the expression of personal preferences.
目次 Table of Contents
TABLE OF CONTENTS
論文審定書 I
致謝詞 II
ACKNOWLEDGMENT III
摘要 IV
ABSTRACT V
1. INTRODUCTION 1
2. THEORETICAL BACKGROUND 5
2.1. Consumer Price Sensitivity on the Internet 5
2.2. Internet-Based Dynamic Pricing Strategies 6
2.3. IT, Market Structure, and Intermediation 8
2.4. Information Transparency 10
3. CONSUMER ADOPTION OF GROUP-BUYING AUCTIONS 12
3.1. Introduction 12
3.2. Theoretical Background 17
3.3. Research Model and Hypotheses 20
3.4. Experiment Design 24
3.5. Discussion 36
3.6. Conclusion 39
4. DECOMMODITIZATION, RESONANCE MARKETING AND IT 42
4.1. Introduction 42
4.2. Theory 49
4.3. Setting, Data, and Methodology 55
4.4. Empirical Evidence 58
4.5. Discussion 64
4.6. Conclusion 66
5. CONSUMER DEMAND AND PRICE ELASTICITY IN AIR TRAVEL SERVICES 70
5.1. Introduction 70
5.2. Price Elasticity of Demand 71
5.3. Econometric Estimation Model 72
5.4. Data 75
5.5. Results 77
5.6. Discussion 83
6. EMPIRICAL MODELING AND ANALYSIS EXTENSIONS ON PRICE ELASTICITY 85
6.1. Introduction 85
6.2 Theory 85
6.4. Results 88
6.5. Discussion 91
6.6. Conclusion 95
7. DISCUSSION 98
7.1. Major Findings 98
7.2. Managerial Implications 100
8. CONCLUSION 102
REFERENCES 105


LIST OF FIGURES
Figure 3-1. Group-Buying Sites in Taiwan and the U.S., 2011 13
Figure 3-2. Research Model 24
Figure 3-3. The Auction Item: A Sega iDog Imitation 25
Figure 3-4. Three-Part Experimental Process and Questionnaire Administration Sequence 28
Figure 3-5. The Consumer Purchase Strategy for a 128MB iDog in a Group-Buying Auction 28
Figure 4-1. North American Air Travel Distribution Industry Structure 43
Figure 4-2. Two a la Carte Pricing Mechanisms in the Air Travel Services Industry 47


LIST OF TABLES
Table 3-1. A Comparison of Traditional and Group-Buying Auctions on the Internet 15
Table 3-2. Descriptive Statistics of the Experimental Subjects 25
Table 3-3. The Manipulation of the Price Curve 26
Table 3-4. The Manipulation of the Number of Existing Bids 26
Table 3-5. Pretest Scores for Positive, Minor Negative, and Major Negative Textual Comments 27
Table 3-6. The Manipulation of the Number of Textual Comments 27
Table 3-7. Summary of Measurement Items Used in the Study (in a 7-Point Likert-Type Scale) 31
Table 3-8. Analysis of Variance Tests 32
Table 3-9. Post Hoc Mean Differences for Effects of Textual Comments on Financial Risk and Trust 33
Table 3-10. ANOVA Test for the Effects of Existing Bids 35
Table 3-11. Regression Model Results: Intention to Bid, and Perceived Risks and Trust 35
Table 3-12. Summary of Hypothesis Results 36
Table 4-1. Definitions of Key Concepts 45
Table 4-2. Standard Bundle Choices by Channel 59
Table 4-3. Customization by Standard Bundle 60
Table 4-4. Frequent Flyer Member and Non-Member Bundle Choices by Channel 61
Table 4-5. Business and Leisure Bundle Choices by Channel 63
Table 4-6. Frequent Flyer Bookings for Business Travel 63
Table 5-1. Variables in the Air Travel Demand Model 73
Table 5-2. Pairwise Correlations for Baseline Model’s Variables 77
Table 5-3. Descriptive Statistics s 78
Table 5-4. Regression Results for the Log-Linear Air Travel Demand Model 80
Table 5-5. Comparison of Price Elasticities by Channel 81
Table 5-6. Price Elasticities Comparison by Bundle Type and Channel 82
Table 6-1. Regression Results for the Log-Linear Air Travel Demand Model (with Bootstrap) 89
Table 6-2. Comparison of Price Elasticities by Market Segment and Channel 89
Table 6-3. Price Elasticities Comparison by Bundle Type, Channel and Segment 90
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