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題名 跨境網購消費者價值之探討:方法目的鏈理論之應用
Exploring Consumer Value of Cross-Border Online Shopping: An Application of Means-End Chain Theory and Maslow`s Hierarchy of Needs作者 張良碩 貢獻者 李有仁
張良碩關鍵詞 跨境線上購物
消費者價值
方法目的鏈
價值階層圖
馬斯洛需求層級
Cross-Border Online Shopping Behaviour
Consumer Value
Means-End Chain
Hierarchical Value Map
Maslow`s Hierarchy Of Needs日期 2016 上傳時間 22-Aug-2016 10:45:13 (UTC+8) 摘要 目前線上購物網站正面臨著削價競爭、低品質競爭的市場困境,而跨境線上購物卻展現出蓬勃的發展態勢。也由於跨境線上購物的複雜性遠高於傳統的境內線上購物,因此了解跨境消費者之價值是跨境線上購物最重要的成功因素。業者欲開發海外新市場,必須了解該地消費者行為與其決策過程後制定出好的商業策略,才能獲得消費者青睞。因此本研究以方法目的鏈之「屬性-結果-價值」(attribute-consequence-value)階層分析,建構消費者對跨境線上購物的價值階層圖(hierarchical value map),探討並分析其中的內涵,並帶入馬斯洛需求層級(hierarchy of needs),將價值階層元素之重要性加以排序。藉由引取消費者在使用跨境線上購物服務的理由與所帶來的內在價值,預測與分析現在跨境線上購物之的演進與發展、國際貿易之機會等,勾勒線上購物學術界的未來重要研究方向,並供線上購物產業作實務性決策參考。
While online shopping websites are facing the difficulties of price and low-quality competition, cross-border online shopping is on a vigorous development trend, showing that cross-border online shopping is an important trend of online shopping field. Due to the complexity of cross-border online shopping is much higher than the traditional domestic online shopping, so understanding the value of cross-border online shopping consumers is the most important success factors. Companies want to develop new markets abroad, must understand the local consumer’s behavior and their decision-making process in order to make good business strategies. This study uses means-end chain to construct Taiwanese cross-border online shopping consumers’ hierarchical value map, and also apply to Maslow’s hierarchy of needs, then sorting these value elements’ importance by their position in hierarchy of needs. After obtained the reason why consumers use cross-border online shopping service and what values they got in this service. Researcher can predict and analyze the evolution and development of cross-border online shopping, provide reference for future online shopping academic studies and online shopping industry’s decision-making.參考文獻 1. 呂雪晴 (2015),『我國跨境網絡購物熱潮下的冷思考』,經濟縱橫,第7卷,頁48-51。2. 林湘昀 (2014),『從國際貿易流程架構看臺灣跨境線上購物經營優勢與發展』,未出版碩士論文,致理技術學院企業管理系服務業經營管理碩士班,新北市。3. 陳瑞瑩 (2010),『影響消費者網路代購購買意願之研究』,未出版碩士論文,世新大學資訊管理學研究所,台北市。4. 傅豐玲、周逸衡、游聖瑾 (2006),『網路購物動機類型對資訊搜尋決策之影響』,管理評論,第二十五卷,第四期,頁73-96。5. 黃怡萍 (2010),『影響網路國際代購持續使用意圖因素之研究』,未出版碩士論文,國立高雄應用科技大學資訊管理系,高雄市。6. 黃俐茹 (2012),『消費者對網路跨國代購態度之研究』,未出版碩士論文,中央大學資訊管理學系,桃園。7. 楊勝丞 (2014),『從物流、金流和資訊流角度探討消費者知覺之跨境線上購物接受意圖之關鍵要素』,未出版碩士論文,世新大學資訊管理學系,台北。8. 資策會 (2015),第七屆「兩岸線上購物產業合作暨交流會議」登場 聚焦「兩岸合作契機」、「網路創新應用」及「行動商務趨勢」 集結兩岸重量級業者 搶攻跨境電商商機,http://www.iii.org.tw/m/News-more.aspx?id=1627 (存取日期2015/12/28)。9. 資策會產業情報研究所 MIC (2009),2009年台灣線上購物發展趨勢,線上購物發展趨勢-區隔、互動、跨國,http://mic.iii.org.tw/intelligence/pressroom/pop_pressfull.asp?sno=175&type1=2 (存取日期2015/12/28)。10. 臺灣民眾線上購物經驗(2015),資策會市場情報,http://www.find.org.tw/market_info.aspx?n_ID=8621(存取日期2015/12/28)。11. 蔡宗霖 (2009),『從美國 PayPal 經驗與歐盟支付服務指令論我國第三方支付服務之現狀與未來』,科技法律透析, 第二十一卷,第十期,頁47-64。12. 鄭仁富、翁逸妹(2015),台灣消費者雙11線上購物行為,http://www.find.org.tw/market_info.aspx?n_ID=8631 (存取日期 2015/12/28)。13. 何雍慶、霍志強、呂佳茹. 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國立政治大學
資訊管理學系
103356029資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103356029 資料類型 thesis dc.contributor.advisor 李有仁 zh_TW dc.contributor.author (Authors) 張良碩 zh_TW dc.creator (作者) 張良碩 zh_TW dc.date (日期) 2016 en_US dc.date.accessioned 22-Aug-2016 10:45:13 (UTC+8) - dc.date.available 22-Aug-2016 10:45:13 (UTC+8) - dc.date.issued (上傳時間) 22-Aug-2016 10:45:13 (UTC+8) - dc.identifier (Other Identifiers) G0103356029 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/100462 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 103356029 zh_TW dc.description.abstract (摘要) 目前線上購物網站正面臨著削價競爭、低品質競爭的市場困境,而跨境線上購物卻展現出蓬勃的發展態勢。也由於跨境線上購物的複雜性遠高於傳統的境內線上購物,因此了解跨境消費者之價值是跨境線上購物最重要的成功因素。業者欲開發海外新市場,必須了解該地消費者行為與其決策過程後制定出好的商業策略,才能獲得消費者青睞。因此本研究以方法目的鏈之「屬性-結果-價值」(attribute-consequence-value)階層分析,建構消費者對跨境線上購物的價值階層圖(hierarchical value map),探討並分析其中的內涵,並帶入馬斯洛需求層級(hierarchy of needs),將價值階層元素之重要性加以排序。藉由引取消費者在使用跨境線上購物服務的理由與所帶來的內在價值,預測與分析現在跨境線上購物之的演進與發展、國際貿易之機會等,勾勒線上購物學術界的未來重要研究方向,並供線上購物產業作實務性決策參考。 zh_TW dc.description.abstract (摘要) While online shopping websites are facing the difficulties of price and low-quality competition, cross-border online shopping is on a vigorous development trend, showing that cross-border online shopping is an important trend of online shopping field. Due to the complexity of cross-border online shopping is much higher than the traditional domestic online shopping, so understanding the value of cross-border online shopping consumers is the most important success factors. Companies want to develop new markets abroad, must understand the local consumer’s behavior and their decision-making process in order to make good business strategies. This study uses means-end chain to construct Taiwanese cross-border online shopping consumers’ hierarchical value map, and also apply to Maslow’s hierarchy of needs, then sorting these value elements’ importance by their position in hierarchy of needs. After obtained the reason why consumers use cross-border online shopping service and what values they got in this service. Researcher can predict and analyze the evolution and development of cross-border online shopping, provide reference for future online shopping academic studies and online shopping industry’s decision-making. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景 1第二節 研究目的 3第二章 文獻探討 4第一節 跨境線上購物相關研究與挑戰 4第二節 消費者網路購物動機 7第三節 方法目的理論 8第四節 價值衡量 10第五節 馬斯洛需求階層與消費者行為 12第三章 研究方法 12第一節 方法目的鏈研究法與軟式階梯法採用原因 13第二節 受訪者 14第三節 訪談流程 16第四節 資料分析 18第五節 價值排序 27第四章 研究結果 27第一節 跨境網購之屬性與結果之鏈結 27第二節 跨境網購之結果與結果之鏈結 30第三節 跨境網購之結果與價值之鏈結 31第四節 跨境網購之HVM主要鏈結 32第五節 其他值得關注之鏈結 36第六節 價值帶入馬斯洛需求階層 36第五章 結論與建議 38第一節 研究結論 38第二節 研究限制 39第三節 對學術與實務貢獻 40第六章 參考文獻 41附錄一 訪談大綱 49附錄二 訪談原始資料 52附錄三 鏈結示意矩陣 63附錄四 截點3之HVM 66 zh_TW dc.format.extent 1328542 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103356029 en_US dc.subject (關鍵詞) 跨境線上購物 zh_TW dc.subject (關鍵詞) 消費者價值 zh_TW dc.subject (關鍵詞) 方法目的鏈 zh_TW dc.subject (關鍵詞) 價值階層圖 zh_TW dc.subject (關鍵詞) 馬斯洛需求層級 zh_TW dc.subject (關鍵詞) Cross-Border Online Shopping Behaviour en_US dc.subject (關鍵詞) Consumer Value en_US dc.subject (關鍵詞) Means-End Chain en_US dc.subject (關鍵詞) Hierarchical Value Map en_US dc.subject (關鍵詞) Maslow`s Hierarchy Of Needs en_US dc.title (題名) 跨境網購消費者價值之探討:方法目的鏈理論之應用 zh_TW dc.title (題名) Exploring Consumer Value of Cross-Border Online Shopping: An Application of Means-End Chain Theory and Maslow`s Hierarchy of Needs en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 1. 呂雪晴 (2015),『我國跨境網絡購物熱潮下的冷思考』,經濟縱橫,第7卷,頁48-51。2. 林湘昀 (2014),『從國際貿易流程架構看臺灣跨境線上購物經營優勢與發展』,未出版碩士論文,致理技術學院企業管理系服務業經營管理碩士班,新北市。3. 陳瑞瑩 (2010),『影響消費者網路代購購買意願之研究』,未出版碩士論文,世新大學資訊管理學研究所,台北市。4. 傅豐玲、周逸衡、游聖瑾 (2006),『網路購物動機類型對資訊搜尋決策之影響』,管理評論,第二十五卷,第四期,頁73-96。5. 黃怡萍 (2010),『影響網路國際代購持續使用意圖因素之研究』,未出版碩士論文,國立高雄應用科技大學資訊管理系,高雄市。6. 黃俐茹 (2012),『消費者對網路跨國代購態度之研究』,未出版碩士論文,中央大學資訊管理學系,桃園。7. 楊勝丞 (2014),『從物流、金流和資訊流角度探討消費者知覺之跨境線上購物接受意圖之關鍵要素』,未出版碩士論文,世新大學資訊管理學系,台北。8. 資策會 (2015),第七屆「兩岸線上購物產業合作暨交流會議」登場 聚焦「兩岸合作契機」、「網路創新應用」及「行動商務趨勢」 集結兩岸重量級業者 搶攻跨境電商商機,http://www.iii.org.tw/m/News-more.aspx?id=1627 (存取日期2015/12/28)。9. 資策會產業情報研究所 MIC (2009),2009年台灣線上購物發展趨勢,線上購物發展趨勢-區隔、互動、跨國,http://mic.iii.org.tw/intelligence/pressroom/pop_pressfull.asp?sno=175&type1=2 (存取日期2015/12/28)。10. 臺灣民眾線上購物經驗(2015),資策會市場情報,http://www.find.org.tw/market_info.aspx?n_ID=8621(存取日期2015/12/28)。11. 蔡宗霖 (2009),『從美國 PayPal 經驗與歐盟支付服務指令論我國第三方支付服務之現狀與未來』,科技法律透析, 第二十一卷,第十期,頁47-64。12. 鄭仁富、翁逸妹(2015),台灣消費者雙11線上購物行為,http://www.find.org.tw/market_info.aspx?n_ID=8631 (存取日期 2015/12/28)。13. 何雍慶、霍志強、呂佳茹. 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