Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/119274| 題名: | B2B電子商務平台品質信號對賣家聲譽之影響 The effects of e-commerce quality signals on the seller reputation |
作者: | 黃湘芸 | 貢獻者: | 簡睿哲 黃湘芸 |
關鍵詞: | 信號理論 聲譽 國際多角化 Signaling theory Reputation International diversification |
日期: | 2018 | 上傳時間: | 10-Aug-2018 | 摘要: | 電子商務平台使得消費者能更加方便比較各賣家資訊，而在擁有眾多競爭對手的電子商務交易平台上，賣家該發送出哪些信號，以建立其聲譽進而提高其銷售量，並增加減少消費者所感知到的知覺風險，增加信任及消費者購買意願，為賣家所面臨之課題。\n然而在制式化的B2B電子商務平台上，賣家所能客製化使用之功能已相對減少，而在這之中，有何品質信號對於消費者來說是相對有效的，且對於賣家聲譽有正向幫助。\n本研究使用某知名B2B電子商務交易平台作為研究對象，並使用服務品質、運送品質作為自變數，探討在電子商務平台上，品質信號對於賣家聲譽之影響；利用此電子商務平台旨在協助中小型企業邁向國際化之特性，加入賣家國際多角化程度作為調節變數，探討其對於服務品質信號與賣家聲譽間的調節效果。\n本研究共蒐集297家公司企業之資料，並以IBM SPSS 25.0統計軟體對資料樣本進行敘述性統計分析以了解樣本特性，接著使用階層迴歸分析來驗證假說，最終使用PROCESS插件進行調節效果分析，實證發現：\n一、 對於初次造訪之消費者，賣家所設置之客服人員數量越多、賣家回應時間越快速、賣家回應率越高，皆能有效提升賣家聲譽。\n二、 若賣家能在顧客下訂單後，即時出貨，對於賣家聲譽也有正向顯著影響。\n三、 賣家國際多角化程度越高，便會削弱賣家平均回應時間與其聲譽間關係。\n\n關鍵詞：信號理論、聲譽、國際多角化 The e-commerce platform makes it easier for consumers to compare the information of sellers. With many competitors on the e-commerce platform, what signals should the seller send out to build their reputation, increase their sales, and reduce perceived risk to increase consumer willingness to purchase, is the subject of the seller.\nThis study uses a well-known B2B e-commerce transaction platform as the research object. Using the service quality and delivery quality as the self-variables to explore the impact of quality signals on the reputation of the seller on the e-commerce platform. Use international diversification as a moderator variable to explore its adjustment effect on service quality signals and seller reputation.\nThis study collected a total of 297 companies and data, using the IBM SPSS 25.0 statistical software to conduct a narrative statistical analysis of the data samples to understand the sample characteristics, and then use the hierarchical regression analysis to verify the hypothesis, then in the end, use the PROCESS plug-in to analyze the effect of the moderator. Finding in this study:\n1. The more the number of customer service employees, the faster the seller responds, and the higher the seller`s response rate, can effectively improve the seller`s reputation.\n2. If the seller can ship immediately after the customer places an order, it will have a positive and significant impact on the seller`s reputation.\n3. The higher the degree of international diversification of sellers, the weaker the relationship between the seller`s average response time and its reputation.\n\nKeywords: signaling theory, reputation, international diversification |
參考文獻: | 何佩珊. (2018). 電商成長無極限？阿里巴巴2018會計年度營收大增58%. Retrieved from https://www.bnext.com.tw/article/49012/alibaba-fiscal-2018-financial-report\nA. Molla, P. S. L. (2001). E-commerce systems success: an attempt to extend and respecify the DeLone and McLean model of IS success. Journal of Electronic Commerce Research, 2, 131-141.\nAiken, D. K., and Boush, D. M. (2006). Trustmarks, Objective-Source Ratings, and Implied Investments in Advertising: Investigating Online Trust and the Context-Specific Nature of Internet Signals. Academy of Marketing Science Journal, 34(3), 308-323.\nAnderson, S. W., J. Daniel Daly, and Marilyn F. Johnson. (1999). Why firms seek ISO 9000 certification: Regulatory compliance or competitive advantage? Production and Operations Management, 8(1), 28-43.\nB2B ECOMMERCE WILL REACH $1.2 TRILLION, 13.1% OF US B2B SALES, BY 2021. (2017). Retrieved from https://www.forrester.com/B2B+eCommerce+Will+Reach+12+Trillion+131+Of+US+B2B+Sales+By+2021/-/E-PRE10026\nBartikowski, B., Walsh, G., & Beatty, S.E. (2011). Culture and age asmoderators in the corporate reputation and loyalty relationship. Journal of Business Research, 64(9), 966-972.\nBiswas, D., and Biswas, A. (2004). The Diagnostic Role of Signals in the Context of Perceived Risks in Online Shopping: Do Signals Matter More on the Web? Journal of Interactive Marketing Management, 18(3), 30-45.\nBrian L. Connelly, S. T. C., R. Duane Ireland and Christopher R. Reutzel. (2011). Signaling Theory: A Review and Assessment. Journal of Management, 37(1), 39-67.\nBrown, S. (1995). The moderating effects of insupplier/outsupplier status on organizational buyer attitudes. Journal of the Academy of Marketing Science, 23(3), 170-182.\nCarter, R. B., and Steven Manaster. (1990). Initial public offerings and underwriter reputation. Journal of Finance, 45(4), 1045-1067.\nCheema, A. (2008). Surcharges and Seller Reputation. Journal of Consumer Research, 35(1), 167-177.\nCook, D. P., and Luo, W. (2003). The Role of Third-Party Seals in Building Trust Online. E - Service Journal, 2(3), 71-84.\nCuluan. (1999). Georgetown Internet Privacy Policy Survey. Retrieved from http://www.msb.edu/faculty/cuinanm/gippshome.html\nDaniels, J. D. a. B., J. (1989). Profit Performance: Do Foreign Operations Make a Difference. Management International Review, 29(1), 47-56.\nDelgado-Ballester, E., and Hernandez-Espallardo, M. (2008). Effect of Brand Associations on Consumer Reactions to Unknown On-Line Brands. International Journal of Electronic Commerce, 12(3), 81-113.\nDiamond, D. W. (1989). Reputation acquisition in debt markets. Journal of Political Economy, 97(4), 828-862.\nEderington, M. D. a. L. (2006). Reputation, Certification, Warranties, and Information as Remedies for Seller‐Buyer Information Asymmetries: Lessons from the Online Comic Book Market. The Journal of Business, 79(2), 693-729.\nGal-Or, E. (1989). Warranties as a signal of quality. Canadian Journal of Economics, 22(1), 50-61.\nGary E. Bolton, E. K., Axel Ockenfels. (2004). How Effective Are Electronic Reputation Mechanisms? An Experimental Investigation.\nGeringer, J. M., Beamish, P. W., and Da Costa, R. C. (1989). Diversification Strategy and Internationalization：Implications for MNE Performance. Strategic Management Journal, 10(2), 109-119.\nGreif., A. (1993). Contract enforceability and economic institutions in early trade: The maghribi traders’ coalition. American Econmic Review, 83, 525-548.\nGrossman, S. (1981). The informational role of warranties and private disclosure about product quality. Journal of Law and Economics, 24(3), 461-484.\nGwo-Guang Lee, H.-F. L. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), 161-176.\nHendrix, P. E. (1999). Build It, and They Will Come. Marketing Management, 64(8), 31-35.\nJacquemin, A. P., & Berry, C. H. (1979). Entropy measure of diversification and corporate growth. Journal of Industrial Economics, 27, 359-369.\nKauffman, R. J., and Wood, C. A. (2000). Running up the bid: modeling seller opportunism in internet auctions. Retrieved from http://aisel.aisnet.org/amcis2000/376\nKim, S. a. S., L. (2004). Dimensional hierarchy of retail website quality. Information & Management, 41(5), 619-633.\nKlein, B., and Keith Leffler. (1981). The role of market forces in assuring contractual performance. Journal of Political Economy, 89(4), 615-641.\nLee, K. a. S., S. (2006). The use of cues depends on goals: store reputation affects product judgments when social identity goals are salient. Journal of Consumer Psychology, 16(3), 260-271.\nLi, L. I. (2006). Reputation, Trust, and Rebates: How Online Auction Markets Can Improve Their Feedback Mechanisms. University of California, Irvine.\nMathur, I., Singh, M., and Gleaso, K. C. (2001). The Evidence from Canadian on Multinational Diversification and Perform. The Quarterly Review of Economics and Finance, 41(4), 561-578.\nMayzlin, D. (2003). Promotional chat on the Internet.\nMelnik, M. I., Alm, J. (2002). Does a seller`s ecommerce reputation matter? Evidence from eBay auctions. Journal of Industrial Economics, 50(3), 337-349.\nMichael A. Hitt, R. E. H., Hicheon Kim. (1997). International Diversification: Effects on Innovation and Firm Performance in Product-Diversified Firms. The Academy of Management Journal, 40(4), 767-798.\nMiyazaki, F. (2001). Consumer Perception of Privacy and Security Risks for Online Shopping. Journal of Consumer Affairs, 35, 27-44.\nP. R. Milgrom, D. C. N. N., and B. R. Weingast. (1990). The role of institution in the revival of trade: The law merchant, private judges, and the champagne fairs. Economics and Politics, 50(3), 337-349.\nPavlou, S. B. a. P. A. (2002). Evidence of the Effect of Trust Building Technology in Electronic Markets: PricePremiums and Buyer Behavior. MIS Quarterly, 26(3), 243-268.\nPharoah, A. (2003). Corporate reputation: The boardroom challenge. Corporate Governance, 3(4), 46-51.\nPurohit, D. a. S., J. (2001). Effect of manufacturer reputation, retailer reputation, and product warranty on consumer judgments of product quality: a cue diagnosticity framework. Journal of Consumer Psychology, 10(3), 123-134.\nRao, A. R., Qu, L., and Ruekert, R. W. (1999). Signaling Unoberservable Product Quality through a Brand Ally. Journal of Marketing Research, 36(2), 258-268.\nResnick, P., E. Friedman, K. Kuwabara. (2000). Reputation systems. Comm ACM, 43(12), 45-48.\nSantos, J. (2003). E-service quality: a model of virtual service quality dimensions. Management Service Quality, 13(3), 233-246.\nSeddon, P. B. A respecification of extension of the DeLone and McLean model of IS success. Information Systems Research, 8, 240-253.\nShapiro, C. (1982). Consumer information, product quality, and seller reputation. Bell Journal of Economics, 13(1), 20-35.\nShapiro, C. (1983). Premium for high quality products as returns to reputations. Quarterly Journal of Economics, 98(4), 659-680.\nSmith, J. K. (1987). Trade Credit and Informational Asymmetry. Journal of Finance, 42(4), 863-872.\nV. McKinney, K. Y., F.M. Zahedi. (2002). The measurement of webcustomer satisfaction: an expectation and disconfirmation approach. Information Systems Research, 13, 296-315.\nWalsh, G., & Beatty, S.E. (2007). Customer-based corporate reputation of a service firm: Scale development and validation. Journal of the Academy of Marketing Science, 35(1), 127-143.\nWang, S., Beatty, S. E., and Foxx, W. (2004). Signaling the Trustworthiness of Small Online Retailers. Journal of Interactive Marketing Management, 18(1), 53-69.\nWiener, J. L. (1985). Are warranties accurate signals of product reliability? Journal of Consumer Research, 12(2), 245-250.\nWolfinbarger, M. a. G., M.G. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79(3), 183-198.\nYang, Z. a. J., M. (2002). Consumer perception of e-service quality: from internet purchaser and non-purchaser perspectives. Journal of Business Strategies, 19(1), 19-41.\nYen, H. R. (2006). Risk-Reducing Signals for New Online Retailers: A Study of Single and Multiple Signaling Effects. International Journal of Internet Marketing and Advertising, 3(4), 299-317. | 描述: | 碩士 國立政治大學 國際經營與貿易學系 105351038 |
資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0105351038 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 103801.pdf | 1.52 MB | Adobe PDF2 | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.