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博碩士論文 etd-0906106-020143 詳細資訊
Title page for etd-0906106-020143
論文名稱
Title
討論版內容對線上集體購物之影響
The Effect of e-Forums on Online Group-Buying Behavior
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
125
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
2006-06-16
繳交日期
Date of Submission
2006-09-06
關鍵字
Keywords
回饋機制、集購主購、信任、認知風險、線上集體購物、集體購物
Group-buying, Online group-buying, Group-buying initiator, Online feedback mechanism, Perceived risk, Trust
統計
Statistics
本論文已被瀏覽 5792 次,被下載 59
The thesis/dissertation has been browsed 5792 times, has been downloaded 59 times.
中文摘要
線上集體購物的特色是要募集到大批的訂單以達到降價的目的,這中間存著許多的不確定性和風險,包括對加入團購人數、最後成交價、團購產品品質以及團購發起人是否值得信任。一般來說,消費者在購買前去搜尋資訊的其中一個理由就是為了去降低購買決策的不確定性。在e-Bay及Yahoo網站上,回饋機制是一種常被用來降低不確定性和風險的策略。此外,當參加人數愈多時,價格降低的可能性增加,風險也跟著降低。因此,本研究的目的,旨在瞭解回饋機制與當前累積人數,如何影響消費者對線上集體購物主購的信任感及認知的風險,進而探索其對於加入線上集體購物意圖和行為的影響。
研究發現,即時討論正負程度內容的不同,會顯著影響消費者的財務、品質、整體風險的認知和對主購的信任程度;當負評數量愈多時,消費者感受到的風險就愈大,對主購的信任愈低;本研究亦發現消費者會因評論內容的不同而感受到不同種類的風險。另外,當累積人數較多的情況下,消費者對主購的信任感愈高。最後,當認知風險愈低、對主購的信任感愈高時,加入集體購物的意圖就愈高,而消費者的加入意圖對於實際加入集體購物的行為亦有顯著性的影響。
Abstract
The essence of online group-buying is to lower the price by gathering orders However, the process is filled with uncertainty and risks, such as the number of joining members, the final price, the quality of products, and even the trustworthiness of the initiators. Generally speaking, consumers tend to reduce risks by searching more information. The more uncertainties there are, the more information seeking should be. Online feedback mechanism is often adopted as a strategy to lower risks and uncertainties. Both e-Bay and Yahoo provide such feedback mechanisms. In addition, the larger the number of accumulated orders is, the higher possibilities to lower the price and risk will be. Therefore, the purpose of this research is to explore how the online feedback mechanism and the number of accumulated orders impact consumers’ perceived risk and trust in the initiator and furthermore, how the perceived risk and trust impact consumers’ behavior in online group buying.
The study shows that the content of the online feedback mechanism has significant impact on consumers’ perceived financial risk, performance risk, total risk and the trust in initiator as well. The more negative the content is, the more risks the consumers perceive and the less trust in the initiators the consumers have. Furthermore, different contents will result in different kinds of risks perceived by consumers. With larger number of accumulated orders, consumers have more trust in initiators. Additionally, consumers have higher intentions to join group-buying when they perceive lower risk and more trust in initiators. Therefore, consumers’ intentions to join group-buying have significant impact on their actual behavior.
目次 Table of Contents
第一章 緒論 1
第一節 研究背景 1
第二節 問題描述與研究動機 2
第三節 研究目的 4
第四節 研究流程 4
第二章 文獻探討 7
第一節 線上集體購物的機制 7
一、線上集購物的定義 7
二、線上集體購物的模式 8
三、集體購物網站消費者之行為 9
四、台灣集體購物網站目前現況發展 11
第二節 線上回饋機制的定義與相關研究 12
一、口碑與線上回饋機制 12
二、線上回饋機制的種類 13
三、不同回饋機制的相關研究 14
第三節 認知風險 16
一、認知風險的定義與種類 16
二、消費者在集體購物所面臨的不確定性與風險 18
第四節 信任 20
一、信任的定義與來源 20
二、影響信任的因素 21
三、信任的多向度 23
四、信任關係發展之過程 24
第三章 研究架構與方法 26
第一節 研究架構與假說 26
第二節 研究變數與操作性定義 32
一、回饋機制 32
二、累積人數 32
三、認知風險 33
四、主購信任 33
五、加入意圖 33
第四章 實驗設計 35
第一節 實驗對象 35
第二節 實驗產品 37
第三節 實驗操作 38
第四節 實驗程序 46
一、實驗前 47
二、實驗流程 47
三、實驗後 48
第五節 問卷設計 52
第五章 資料分析 55
第一節 統計分析 55
第二節 問卷信效度分析 56
第三節 假設檢定 58
一、回饋機制與認知風險 58
二、回饋機制與主購信任 61
三、累積人數和認知風險、信任感之間的關係 63
四、回饋機制、累積人數和認知風險、信任感之間的關係 65
五、認知風險、主購整體信任對加入線上集體購物意圖之間的關係 66
六、加入集體購物意圖和加入集體購物行為之間的關係 67
第四節 檢定結果彙整分析與討論 68
一、即時討論對認知風險和主購信任的影響 72
二、累積人數對認知風險和主購信任的影響 74
三、回饋機制、累積人數對認知風險和主購信任的交互影響 75
四、認知風險和主購信任對加入意圖的影響 75
五、加入意圖和加入行為 75
第六章 結論與建議 76
第一節 研究發現與結論 76
一、即時討論負評愈多,風險認知愈高,主購信任愈低 76
二、累積人數愈多,對主購信任愈高,風險認知沒有顯著差異 77
三、回饋機制、累積人數對認知風險和主購信任沒有交互影響 77
四、認知風險和主購信任對加入意圖的影響 77
第二節 研究貢獻 78
一、學術貢獻 78
二、實務貢獻 79
第三節 研究限制 79
第四節 研究方向建議 80
參考文獻 82
附錄A-台灣集體購物網站整體 90
附錄B-前測評論問卷 98
附錄C-研究問卷 103
附錄D-實驗網站介紹 110
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第17 屆國際資訊管理學術研討會,民國95 年5 月27 日,高雄義守大學。
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