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題名 網路拍賣價格訊息、賣方評價與出價次數對於消費者競標意願影響之研究─以知覺價值為中介變項
The influence of online auction price, seller reputation and numbers of bids on consumers` bidding intention--perception value as intervening variables
作者 戴瑋
貢獻者 賴建都
戴瑋
關鍵詞 網路拍賣
賣方評價
參考價格
出價次數
知覺價值
日期 2010
上傳時間 9-May-2016 14:41:05 (UTC+8)
摘要 　　國內電子商務發展蓬勃，其中又以網路拍賣平台的使用風氣最為旺盛，隨著消費者對於網路拍賣的接受度愈來愈高，網路拍賣儼然成為現代人重要的購物管道。然而，隨著網路拍賣使用人數與交易頻率的增加，網路詐騙與交易糾紛頻傳，形成消費者擔心甚至不信任網路交易的主要因素，同時也顧慮到自網路購買的商品與購買前預期的可能有所差異。由於拍賣網站上並不提供賣方的個人資料，競標者可參考的主要訊息為賣方評價，另外就是競標所出現的價格訊息及出價次數。因此僅憑藉此部份的訊息，消費者將如何提高知覺價值？並進而決定是否該參與競標？
      為探討以上的問題，本研究利用網路問卷模擬拍賣網站的方式，以實驗設計法來探討賣方評價、價格訊息及出價次數對於消費者知覺價值之影響，並再研究賣方評價對於競標意願是否造成顯著之影響。研究結果發現，賣方評價對於消費者的知覺價值及競標意願皆有顯著性的影響，然而出價次數並不影響消費者的知覺價值。此外，直接購買價如果過低也會導致消費者對於價格訊息的不信任，進而使得廠商訂價無法達到提高消費者知覺價值的功能。對於未來研究方向的建議與實務上的意涵也會在本研究中探討。
參考文獻 【中文部分】
     1. 王薇婷（2006），消費者知覺風險、網站特性與賣方特質對消費者拍賣網站競標意願影響之研究，國立東華大學，國際企業研究所碩士論文。
     2. 林育申（2003），網路二手拍賣內容、消費者知覺價值與競標意願關係之研究──賣家類型之干擾效果，輔仁大學管理學研究所未出版碩士論文。
     3. 吳萬益及林清河（2000），「企業研究方法」，華泰書局。
     4. 洪芳芷（1999），線上拍賣網站市場分析與經營策略之研究，國立台灣大學資管研究所碩士論文。
     5. 苗惠茹（2004），影響網路拍賣消費者投標意願之因素，東吳大學，資訊科學研究所碩士論文。
     6. 連文湧（2004），網路拍賣參與者之參與動機與滿意度之研究，淡江大學，管理科學研究所碩士論文。
     7. 梁安昌（1993），不同價格訊息呈現方式下參考價格對消費者行為影響之研究，國立政治大學企業管理研究所碩士論文。
     8. 陳佳志（2004），線上拍賣競標行為之研究：以雅虎奇摩拍賣消費性電子產品市集為例，國立東華大學，企業管理研究所碩士論文。
     9. 張重昭、周宇貞（1999），知覺品質與參考價格對消費者知覺價值與購買意願之影響，企業管理學報，第45 期，頁1-36。
     10. 張重昭、高麗文（1995），參考價格對消費者行為之影響，中山管理評論，頁80-107。
     11. 陳孟鴻（2004），網路拍賣機制之研究--以台灣E-Bay拍賣網站和台灣YAHOO奇摩拍賣網站為例，國立交通大學，管理科學學程碩士論文。
     12. 陳昶昱（2004），網路拍賣消費者滿意度與忠誠度之研究-以YAHOO!奇摩拍賣網站為例，輔仁大學，應用統計研究所碩士論文。
     13. 陳順宇（2000），「多變量統計分析」，華泰書局。
     14. 張漢伯（2000），網路拍賣與競標出價行為之研究，東吳大學企業管理研究所碩士論文。
     15. 陳歷鋒（2000），網際網路拍賣機制之初探研究，國立台灣大學商學研究所碩士論文。
     16. 創市際市場研究顧問（2007），新聞稿「台灣網路拍賣穩定成長　Yahoo!奇摩拍賣獨占鼇頭」，2009年4月11日取自網址：http://www.insightxplorer.com/news/news_11_09_07.html。
     17. 創市際市場研究顧問（2009），研究報告「2009年3月創市際拍賣調查」，2009年9月1日取自網址：http://www.insightxplorer.com/specialtopic/2009_3_auction.htm。
     18. 資策會（2008），新聞稿「2008年台灣電子商務市場規模2,430億元」，2009年4月11日取自網址：http://mic.iii.org.tw/intelligence/。
     19. 廖耕億（2001），電子商務環境中網路拍賣系統之研究，國立交通大學，資訊管理研究所碩士論文。
     20. 謝昭熠（1992），拍賣制度之研究，國立中山大學企業管理研究所碩士論文。
     
     
     
     
     【英文部分】
     1. Ariely, Ockenfels and Roth, “An Experimental Analysis of Ending Rules in Internet Auctions”, The RAND Journal of Economics, 36 (4), pp. 890-907, 2005.
     2. Beam, C. and Segev. A., “Auctions on the Internet: A Field Study,” unpublished manuscript, Haas School of Business University of California, Berkeley, pp. 1-30, 1998.
     3. Bikhchandani, Hirshleifer, and Welch, “A Theory of Fads, Fashion, Custom, and Cultural Change as Informational Cascades,” Journal of Political Economy, 100 (5), pp. 992, 1992.
     4. Biswas, A. and Blair E. A., “Contextual Effects of Reference Price in Retail Advertisement, ” Journal of Marketing, 25 (11), pp. 251, 1991.
     5. Budish and Takeyama, “Buy prices in online auctions: irrationality on the internet,” Economics Letters, 27 (3), pp. 325-333, 2001.
     6. Cassady, R., “Auctions and Auctioneering,” Berkeley, University of California Press, 1967.
     7. Chang and Wildt, “Price, product information, and purchase intention: an empirical study,” Journal of the Academy of Marketing Science, 22 (1), pp. 16-27, 1994.
     8. Chapman, Joseph D. and Kent B. Monroe, “The Framing Effects of Alternative Price Promotions on Buyers’ Subjective Product Evaluations,” working paper, Bell State University, 1990.
     9. Chapman, Joseph D., “The Impact of Discounts on Subjective Product Evaluations” working paper, Virginia Polytechnic Institute and State University, 1986.
     10. Della, Alber J., Kent B. Monroe and John M. McGinnis, “Consumer Perceptions of Comparative Price Advertisements,” Journal of Marketing Research, 18 (11), pp. 416-427, 1981.
     11. D. Grewal, R. Krishnan, J. Baker, N. Borin, “The effect of store name, brand name and price discounts on consumers` evaluations and purchase intentions,” Journal of Retailing, 74(3), pp. 331-352, 1998.
     12. Dholakia, U. M. and Soltysinski K., “Coveted or Overlokked? The Psychology of Bidding for Comparable Listings in Digital Auctions, ” Marketing Letters, 14 (2), pp. 277-286, 2003.
     13. Dhruv Grewal, Kent B. Monroe and R. Krishnan, “The Effects of Price-Comparison Advertising on Buyers` Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions,” Journal of Marketing, 62 (2), pp. 46-59, 1998.
     14. Dhruv Grewal and R. Krishnan, “The Effects of Store Name, Brand Name, and Price Discounts on Consumers’ Evaluations and Purchase Intentions,” Journal of Retailing, 74 (3), pp. 331-352, 1998.
     15. Donald R. Lichtenstein and William O. Bearden, “Contextual Influences on Perceptions of Merchant-Supplied Reference Prices,” Journal of Consumer Research, 16 (1), pp. 55-66, 1989.
     16. Grewal, Dhruv, Kent B. Monroe and R. Krishnan, “The Effects of Price-comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions,” Journal of Marketing, 62 (4), pp. 46-59, 1998.
     17. J Bulow, M Huang and P Klemperer, “Toeholds and Takeovers,” Journal of Political Economy, 107 (3), pp. 427-454, 1999.
     18. Joel E. Urbany, William O. Bearden and Dan C. Weilbaker, “The Effect of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search”, Journal of Consumer Research, 15 (1), pp. 95-110, 1988.
     19. JR Lumpkin, JM Hawes and WR Darden, “Shopping patterns of the rural consumer: Exploring the relationship between shopping orientations and outshopping,” Journal of Business Research, 14 (1), pp. 63-81, 1986.
     20. Kaylanaram and Winer, “Empirical Generalizations from Reference Price Research,” Marketing Science, 14 (3), pp. 161, 1995.
     21. Kent B. Monroe and R. Krishnan, “The Effect of Price on Subjective Product Evaluations,” in Perceived Quality, J. Jacoby and J. Olson, eds. Lexington, MA Lexington Books, pp. 209-232, 1985.
     22. Kirmani and Zeithaml, “Advertising, perceived quality, and brand image”, in Brand equity and advertising: advertising`s role in building strong brands, Psychology Press, pp. 143, 1993.
     23. KR Lord, MS Lee and P Choong., “Differences in Normative and Informational Social Influence,” Advances in Consumer Research, 28 (1), pp. 280-285, 2001.
     24. Lascu, Dana-Nicoleta, and George Zinkhan, “Consumer conformity: Review and applications for marketing theory and practice,” Journal of Marketing Theory and Practice, 7 (3), pp. 1, 1999.
     25. L Ross, G Bierbrauer and S Hoffman, “The Role of Attribution Processes in Conformity and Dissent──Revisiting the Asch Situation,”American Psychologist, 31 (2), pp. 148-157, 1976.
     26. Lucking-Reiley, “Auctions on the Internet: What`s Being Auctioned, and How,” Journal of Industrial Economics, 48 (3), pp. 227-252, 1999.
     27. Malhotra, D. and Murninghan J. K., “Milked for All Their Worth: Competitive Arousal in the Chicago Cow Auctions,” Marketing Letters, 13(2), pp. 15-23, 2001.
     28. McAfee and McMillan, “Auctions with Entry,” University of Western Ontario, London, Canada, Elsevier Science Publishers, 1987.
     29. Mazumdar and Tridik, “Experimental Investigation of the Psychological Determinants of Buyers’ Price Awareness and a Comparative Assessment of Methodologies for Retrieving Price Information from Memory,” working paper, Virginia Polytechnic Institute and State University, 1986.
     30. M Fishbein and I Ajzen, “Belief, attitude, intention, and behavior : An introduction to theory and research,” Reading, Mass. : Addison-Wesley Pub. Co, 1975.
     31. Ockenfels and Roth, “Last-Minute Bidding and the Rules for Ending Second-Price Auctions: Evidence from eBay and Amazon Auctions on the Internet”, American Economic Review, 92 (4), pp. 1093-1103, 2002.
     32. Olson, Jerry C., “Price as an Information Cue: Effects in Product Evaluation,” Consumer and Industrial Buying Behavior, pp. 267-286, 1977.
     33. Puto, “The Framing of Buying Decisions,” Journal of Consumer Research, 14 (3), pp. 301-315, 1987.
     34. R. Dickson and G. Sawyer, “The Price Knowledge and Search of Supermarket Shoppers,” Journal of Marketing, 54 (3), pp. 42-53, 1990.
     35. Reynolds and Wooders, “Ascending bid auctions with a buy-now price”, working paper, University of Arizona, 2002.
     36. RE Burnkrant and A Cousineau, “Informational and Normative Social Influence in Buyer Behavior,” Journal of Consumer Research, 2 (3), pp. 206-215, 1975.
     37. Schiffman, LG and LL Kanuk, “Consumer Behavior 7th ed.”, Prentice Hall, Inc.Schultz, Sales Promotion Management, Chicago, 2000.
     38. SE Asch, “Effects of Group Pressure Upon the Modification and Distortion of Judgments,” in Group, Leadership and Man, New York, Carnegie Press Pittsburgh, pp. 178, 1951.
     39. STAMFORD, Conn. (2008, July 24). Press Releases. “Gartner Says 17Countries to Surpass 60 Percent Broadband Penetration into the Home by 2012.” Retrieved April 21, 2009 from the Gartner website: http://www.gartner.com/it/page.jsp?id=729907.
     40. T Erdem and J Swait, “Brand Equity as a Signaling Phenomenon,” Journal of Consumer Psychology, 7, pp. 131-157, 1998.
     41. Thaler and Richard, “Mental Accounting and Consumer Choice,” Marketing Science, 4 (3), pp. 199-214, 1985.
     42. UM Dholakia and K Soltysinski, “Coveted or Overlooked? The Psychology of Bidding for Comparable Listings in Digital Auctions,” Marketing Letters, 12 (3), pp. 225-237, 2001.
     43. Vickrey, “Counterspeculation, Auctions, and Competitive Sealed Tenders”, Journal of Finance, 16 (1), pp. 8-37, 1961.
     44. Ward and Clark, “Bidding Behavior in On-line Auctions: An Examination of the eBay Pokemon Card Market,” International Journal of Electronic Commerce, 6 (4), pp. 139-155, 2002.
     45. Valarie A. Zeithaml, “Consume r Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52 (7), pp. 2-22, 1988.
描述 碩士
國立政治大學
廣告學系
96452012
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096452012
資料類型 thesis
dc.contributor.advisor 賴建都zh_TW
dc.contributor.author (Authors) 戴瑋zh_TW
dc.creator (作者) 戴瑋zh_TW
dc.date (日期) 2010en_US
dc.date.accessioned 9-May-2016 14:41:05 (UTC+8)-
dc.date.available 9-May-2016 14:41:05 (UTC+8)-
dc.date.issued (上傳時間) 9-May-2016 14:41:05 (UTC+8)-
dc.identifier (Other Identifiers) G0096452012en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/95012-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告學系zh_TW
dc.description (描述) 96452012zh_TW
dc.description.abstract (摘要) 　　國內電子商務發展蓬勃，其中又以網路拍賣平台的使用風氣最為旺盛，隨著消費者對於網路拍賣的接受度愈來愈高，網路拍賣儼然成為現代人重要的購物管道。然而，隨著網路拍賣使用人數與交易頻率的增加，網路詐騙與交易糾紛頻傳，形成消費者擔心甚至不信任網路交易的主要因素，同時也顧慮到自網路購買的商品與購買前預期的可能有所差異。由於拍賣網站上並不提供賣方的個人資料，競標者可參考的主要訊息為賣方評價，另外就是競標所出現的價格訊息及出價次數。因此僅憑藉此部份的訊息，消費者將如何提高知覺價值？並進而決定是否該參與競標？
      為探討以上的問題，本研究利用網路問卷模擬拍賣網站的方式，以實驗設計法來探討賣方評價、價格訊息及出價次數對於消費者知覺價值之影響，並再研究賣方評價對於競標意願是否造成顯著之影響。研究結果發現，賣方評價對於消費者的知覺價值及競標意願皆有顯著性的影響，然而出價次數並不影響消費者的知覺價值。此外，直接購買價如果過低也會導致消費者對於價格訊息的不信任，進而使得廠商訂價無法達到提高消費者知覺價值的功能。對於未來研究方向的建議與實務上的意涵也會在本研究中探討。		zh_TW
dc.description.tableofcontents 第一章　緒論 ……………………………………………………………………… 1
     第一節　研究背景與動機 ………………………………………………………… 1
     第二節　研究目的與問題 ………………………………………………………… 4
     第三節　研究流程 ………………………………………………………………… 6
     第二章　文獻探討 ………………………………………………………………… 7
     第一節　知覺價值 ………………………………………………………………… 7
     第二節　網路拍賣相關研究 ………………………………………………………13
     第三節　參考價格理論 ……………………………………………………………20
     第四節　從眾理論 …………………………………………………………………27
     第五節　競標意願 …………………………………………………………………30
     第三章　研究方法 …………………………………………………………………32
     第一節　研究架構與研究假設 ……………………………………………………32
     第二節　實驗設計 …………………………………………………………………33
     第三節　研究變數的操弄與衡量方式 ……………………………………………35
     第四節　研究對象與範圍 …………………………………………………………39
     第五節　問卷設計及實驗程序 ……………………………………………………41
     第六節　前測 ………………………………………………………………………42
     第七節　資料分析方法 ……………………………………………………………44
     第四章　結果整理與分析 …………………………………………………………46
     第一節　受測者基本資料之敘述統計分析 ………………………………………46
     第二節　研究變數的操弄與信度分析 ……………………………………………51
     第三節　研究結果 …………………………………………………………………53
     第五章　結論與建議 ………………………………………………………………61
     第一節　研究結論 …………………………………………………………………61
     第二節　實務建議 …………………………………………………………………63
     第三節　研究限制與後續發展 ……………………………………………………64
     參考文獻　………………………………………………………………………… 65
     附錄一　前測問卷 …………………………………………………………………72
     附錄二　正式問卷 …………………………………………………………………73		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096452012en_US
dc.subject (關鍵詞) 網路拍賣zh_TW
dc.subject (關鍵詞) 賣方評價zh_TW
dc.subject (關鍵詞) 參考價格zh_TW
dc.subject (關鍵詞) 出價次數zh_TW
dc.subject (關鍵詞) 知覺價值zh_TW
dc.title (題名) 網路拍賣價格訊息、賣方評價與出價次數對於消費者競標意願影響之研究─以知覺價值為中介變項zh_TW
dc.title (題名) The influence of online auction price, seller reputation and numbers of bids on consumers` bidding intention--perception value as intervening variablesen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 【中文部分】
     1. 王薇婷（2006），消費者知覺風險、網站特性與賣方特質對消費者拍賣網站競標意願影響之研究，國立東華大學，國際企業研究所碩士論文。
     2. 林育申（2003），網路二手拍賣內容、消費者知覺價值與競標意願關係之研究──賣家類型之干擾效果，輔仁大學管理學研究所未出版碩士論文。
     3. 吳萬益及林清河（2000），「企業研究方法」，華泰書局。
     4. 洪芳芷（1999），線上拍賣網站市場分析與經營策略之研究，國立台灣大學資管研究所碩士論文。
     5. 苗惠茹（2004），影響網路拍賣消費者投標意願之因素，東吳大學，資訊科學研究所碩士論文。
     6. 連文湧（2004），網路拍賣參與者之參與動機與滿意度之研究，淡江大學，管理科學研究所碩士論文。
     7. 梁安昌（1993），不同價格訊息呈現方式下參考價格對消費者行為影響之研究，國立政治大學企業管理研究所碩士論文。
     8. 陳佳志（2004），線上拍賣競標行為之研究：以雅虎奇摩拍賣消費性電子產品市集為例，國立東華大學，企業管理研究所碩士論文。
     9. 張重昭、周宇貞（1999），知覺品質與參考價格對消費者知覺價值與購買意願之影響，企業管理學報，第45 期，頁1-36。
     10. 張重昭、高麗文（1995），參考價格對消費者行為之影響，中山管理評論，頁80-107。
     11. 陳孟鴻（2004），網路拍賣機制之研究--以台灣E-Bay拍賣網站和台灣YAHOO奇摩拍賣網站為例，國立交通大學，管理科學學程碩士論文。
     12. 陳昶昱（2004），網路拍賣消費者滿意度與忠誠度之研究-以YAHOO!奇摩拍賣網站為例，輔仁大學，應用統計研究所碩士論文。
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