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https://ah.lib.nccu.edu.tw/handle/140.119/95528| 題名: | 以消費者購買考量與網站轉型指標建構網際網路收費獲利模式 | 作者: | 潘先國 | 貢獻者: | 管郁君 潘先國 |
關鍵詞: | 消費者行為 消費者購買考量 網站轉型指標 購買意願 競爭優勢 |
日期: | 2002 | 上傳時間: | 9-May-2016 | 摘要: | 在1998年，「電子商務」無疑是當紅炸子雞，沒有實體企業做後盾的網路公司如雨後春筍般地一家接著一家出現，然而好景不長，自1999年底全球各地的網路公司開始裁員、網站紛紛倒閉。尚存的B2C網路公司開始思索確實能夠獲利的營運方式，因此許多用以快速佔有市場的免費服務，都開始轉型成為能過創造利潤的付費服務，然而哪些免費服務適合轉為收費的型態、有哪些的收費方式、網站業者如何評估消費者對於各項付費服務的購買意願以及付費服務的競爭能力，這些問題確實有必要對做深入的瞭解與研究。\r\n 本研究藉由國內外文獻彙總消費者對於付費服務之購買考量，以及網站業者面臨免費服務轉型成為付費型態之思考觀點，建構一個網際網路收費獲利模式，以幫助網站業者評估付費服務。研究採取網路問卷的方式蒐集資料，共有兩份問卷，一份問卷主要是分析消費者購買考量，由網際網路使用者經入口網站自由填答；另一份問卷則是分析網站轉型指標，由大型商務網站之主管填答。研究結果發現：\r\n 1.將來願意接受網路付費服務進而消費的網路使用者達到86.51%，而會有免費服務轉為付費服務的網站達88.57%。\r\n 2.消費者購買付費服務主要考量網站本身的安全性與個人隱私的保密性，以及付費服務對於消費者的實用價值、價格與品質；而網站業者將免費服務轉為付費服務主要思考付費服務的合法性、市場定位、服務品質的提升與專業。\r\n 3.網際網路收費獲利模式由消費者「購買意願」軸與網站「競爭定位」軸所建構，其中「購買意願」軸是以「網站特性因素」與「產品內涵因素」所組成；而「競爭定位」軸則是由「服務特質因素」、「策略競爭因素」、「製作型態因素」與「行銷能力因素」組成。\r\n 本研究期待收費獲利模式能夠幫助網站業者衡量可由免費轉型成為付費型態的服務，同時協助網站業者瞭解競爭者與自己所推出付費服務與資訊之間的差異與關連。 | 參考文獻: | 英文部份：\r\nAlba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A. and Wood, S., “Interactive home shopping: consumer, retailer, and manufacture incentives to participate in electronic marketplace,” Journal of Marketing, July 1997, pp. 38-53.\r\nArnold, S. 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資料來源: | http://thesis.lib.nccu.edu.tw/record/#A2010000237 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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