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https://ah.lib.nccu.edu.tw/handle/140.119/136820| 題名: | 網路購物行為：以網路代購為例 The behavior of online purchase: An empirical examination of online purchasing agent |
作者: | 徐菀妤 Hsu, Wan-Yu |
貢獻者: | 簡睿哲 徐菀妤 Hsu, Wan-Yu |
關鍵詞: | 信號理論 代購產業 調節變數 網路購物 調節效果 |
日期: | 2021 | 上傳時間: | 2-Sep-2021 | 摘要: | 代購產業近來蓬勃發展，光在台灣一年的商機就高達七十多億，許多商人看準台灣對於保護國內產品使進口產品稅率過高導致價格上漲、許多限量產品台灣沒有販售為由，選擇當起代購，來填補這些未被滿足之需求，然而很多消費者、學者將代購跟網路購物混為一談，實質上兩者差別甚大，有許多不同之處。\n本研究將分辨何為代購與網路購物之差別，大部分之研究揭用信號理論探討網路購物，且過往研究對於代購產業的鑽研甚少，本研究將著重於利用信號理論探討自變數信號：評價、服務品質、產品來源國、產品資源稀少性對於依變數：購買意願之影響，並以信任、交易平台完整性當作調節變數，討論在何種情況下會加強信號之效果。\n研究結果顯示，平台交易功能完整性作為調節變數對於社群評價與購買意願會有正向的調節作用、平台交易功能完整性作為調節變數對於服務品質與購買意願有正向的調節作用、信任作為調節變數對於社群評價與購買意願有正向的調節作用、信任作為調節變數對於產品資源稀少性與購買意願有正向的調節作用、信任作為調節變數對於產品來源國與購買意願有正向的調節作用。 | 參考文獻: | 網際網路\n科技新報Tech news, 全球網友總數突破40億，猜有多少人天天玩手機?, 2020/4/27, 檢自：https://technews.tw/2018/01/31/worlds-internet-users-pass-the-4-billion-mark/\nCMoney, 台灣代購商機，一年規模高達70億，但卻潛藏許多交易風險…, 2020/4/27, 檢自：https://www.cmoney.tw/notes/note-detail.aspx?nid=53411\n2018台灣網路報告-TWNIC財團法人台灣網路資訊中心, 2020/4/27, 檢自：https://www.twnic.net.tw/doc/twrp/201812b.pdf\n\n英文部分\nAiken, K. D. and D. M. Boush (2006). 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(2006). "The role of perceived product quality and overall satisfaction on purchase intentions." International Journal of Consumer Studies 30(2): 207-217.\n\nWang, S., et al. (2004). "Signaling the trustworthiness of small online retailers." Journal of interactive marketing 18(1): 53-69.\n\nWells, J. D., et al. (2011). "What signal are you sending? How website quality influences perceptions of product quality and purchase intentions." Mis Quarterly: 373-396.\n\nZeng, J., et al. (2020). Which Collective Signals Drive High Performance in the E-Marketplace? A Configurational Perspective. PACIS.\n\nZhao, X., et al. (2006). "Designing on-line mediation services for C2C markets." International Journal of Electronic Commerce 10(3): 71-93. | 描述: | 碩士 國立政治大學 國際經營與貿易學系 107351034 |
資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0107351034 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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