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博碩士論文 etd-0816112-151439 詳細資訊
Title page for etd-0816112-151439
論文名稱
Title
探討線上團購之衝動性購物行為
Exploration of Impulse Buying Behavior on Online Group-Buying
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
88
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
2012-07-06
繳交日期
Date of Submission
2012-08-16
關鍵字
Keywords
線上團購、折價券團購、衝動性購買、認知交易效用、時間壓力、社交影響力、消費期限
Consumption deadline, Online group-buying, E-coupon group-buying, Impulse buying, Perceived transaction utility, Time pressure, Social interaction
統計
Statistics
本論文已被瀏覽 5845 次,被下載 1253
The thesis/dissertation has been browsed 5845 times, has been downloaded 1253 times.
中文摘要
隨著電子商務發展成熟,近年來線上團購已經成為熱門的商業模式。本研究發現線上團購具有許多引發消費者衝動性購買的特性,因此以傳統線上團購與折價券團購為主要研究標的,試圖找出並驗證在線上團購中,容易造成消費者衝動性購買的團購特性。
透過文獻探討與實務資料蒐集,本研究找出五個易使消費者產生衝動性購買的團購特性:團購折扣、結團時間壓力、社交影響力、認知購物便利性、消費期限。本研究利用網路問卷的方式收集資料,分析結果發現該五項團購特性確實會讓消費者產生衝動性購買行為。此外,本研究也將團購模式、成交價格、主購身分、產品類型、團購經驗做為調節變數,分別比較在不同的情況下,團購特性對衝動性購買造成的影響之差異。結果發現在下列情況下:傳統線上團購模式、產品成交價格低時、傳統線上團購中主購不是親友、購買非飲食類的產品、團購經驗久的消費者,消費者較容易產生衝動性購買行為。
Abstract
Recently, online group-buying has been a popular business model. It was observed that many characteristics of online group-buying are potential stimuli of impulse buying. Therefore, we target traditional online group-buying and e-coupon group-buying and try to explore the characteristics of online group-buying stimulating impulse buying.
Based on the literature review and empirical data collection, we identified five characteristics of online group-buying which may stimulate impulse buying. They are group-buying discount, time pressure, social interaction, perceived shopping convenience and consumption deadline. The data were collected through online questionnaire. The analysis result shows that the five characteristics of online group-buying indeed cause impulse buying. Further, we also explored whether the impulse buying behavior will be moderated in different situations. These moderators include group-buying model (traditional online group-buying vs. e-coupon group-buying), transaction price level, relationship with the group-buying initiator, product type and group-buying experience. The result indicates that the impulse buying behaviors are easier to be stimulated in the following situations: traditional online group-buying, lower transaction price, familiar with the traditional online group-buying initiator, non-food product and more experienced consumers of online group-buying.
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 1
第二節 研究動機 2
第三節 研究目的 6
第四節 研究流程 6
第五節 論文結構 7
第二章 文獻探討 9
第一節 線上集體購物 9
第二節 折價券團購模式實務發展 10
第三節 衝動性購買 12
第三章 研究架構與變數操作 16
第一節 研究架構與假說 16
第二節 研究變數與操作型定義 23
第四章 研究方法與資料收集 25
第一節 問卷設計 25
第二節 問卷發放 27
第五章 分析結果與討論 29
第一節 敘述統計分析 29
第二節 衡量模型 33
第三節 結構模型 53
第六章 結論與建議 63
第一節 研究發現與結論 63
第二節 研究貢獻 65
第三節 研究限制 66
第四節 未來研究方向與建議 67
參考文獻 68
附錄 72
A. 傳統線上團購問卷 72
B. 折價券團購問卷 75
C. 獎勵機制與抽獎方式 78
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