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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.
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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。
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描述 碩士
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) 2016en_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) G0103356029en_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) 103356029zh_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/#G0103356029en_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 Behaviouren_US
dc.subject (關鍵詞) Consumer Valueen_US
dc.subject (關鍵詞) Means-End Chainen_US
dc.subject (關鍵詞) Hierarchical Value Mapen_US
dc.subject (關鍵詞) Maslow`s Hierarchy Of Needsen_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 Needsen_US
dc.type (資料類型) thesisen_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。
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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。
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