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題名 雙十一網購消費者購買意圖及顧客體驗之影響因素
The Influential Factors of Purchase Intention and Customer Experience of Consumers Online Shopping on Singles` Day
作者 劉力慈
Liu, Li-Tzu
貢獻者 張愛華
Chang, Ai-Hwa
劉力慈
Liu,Li-Tzu
關鍵詞 雙十一
顧客滿意度
品牌忠誠度
顧客體驗價值
知覺風險
Double 11
Online shopping
Customer satisfaction
Purchase intention
Brand loyalty
日期 2018
上傳時間 27-Jul-2018 12:59:22 (UTC+8)
摘要 自2009年雙十一購物節首次出現於中國，至2017年成交量逐年升高，已成為電商年度大事及第四季重要檔期，風光的雙十一活動卻在檔期後於社群屢屢出現負面的評論，究竟參與雙十一對於品牌的益處為何？電商平台又該瞄準哪群消費者、以及行銷活動該如何操作，為本研究欲探討之問題。
本研究透過文獻整理，探討購買意圖、顧客滿意度、品牌忠誠度之影響因素，主要包含顧客體驗價值、知覺風險、社群，而顧客體驗價值及知覺風險又受到雙十一行銷活動吸引力、電商服務品質所影響。另外，本研究也將購物導向歸類，探討哪種導向之消費者較容易受到雙十一行銷活動所吸引，最後探討社群媒體、論壇在雙十一活動中影響力。本研究採用問卷調查法，邀請2016或2017曾在雙十一檔期網購消費者填答。
本研究有以下發現(1)使用阿里巴巴平台之消費者，顧客體驗及購買意圖都較台灣本土電商表現佳，因為其中有較高的經濟效益和趣味性；(2)雙十一行銷活動之吸引力和電商服務品質對知覺風險有正向負向的影響，知覺風險會影響顧客滿意度；(3)消費者購買導向中，雙十一的消費者有更高的理智傾向和經驗導向(4)社群影響消費者的雙十一參與意圖，因此建議品牌店家和電商在顧客體驗路徑中，提供消費者購前諮詢和鼓勵消費者購後口碑傳播。
Since the Double 11(Singles’ Day) made a debut in China in 2009 and the volume of transactions has increased year by year. It has become an important event for e-commerce each year and generated significant revenue in the fourth quarter. After the holiday period, there have been frequent negative comments in the community. What is the benefit of taking part in Singles` Day? This study aims to explore which group of consumers to be targeted on Singles` Day. In addition, this study would give some suggestions to e-commerce and brands how to operate marketing activities and social media.
The purpose of this study was to investigate the relations among purchase intentions, customer satisfaction, and brand loyalty. While customer experience value and perceived risk are impacted by the attraction marketing activities and the quality of e-commerce services. In addition, this study categorizes consumer orientation to explore which of the targeted consumers is more likely to be attracted by the Double 11 marketing activities, and discuss the role of social media and forums playing during Double 11 event. Through the questionnaire survey procedure, the study collected the samples of whom ever shopping online on Double 11 in 2016 or 2017.
The main findings are as follows. (1) Consumers using the Alibaba platform had better customer experience and purchase intentions than Taiwanese local e-commerce because of their higher economic efficiency and playfulness. (2) The attraction of the Double 11 marketing activities and the quality of e-commerce services had a combined effect on perceived risk, and perceived risk will affect customer satisfaction. (3) Consumers online shopping on double 11 are more rational and experienced-orientation. (4)The community plays an important role in Double 11 event. Therefore, it is suggested that brand stores and e-commerce should emphasize marketing strategy of word-of-mouth and advocacy.
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3. 張劍國，雙十一光棍節。文化研究@嶺南，2017年vol.59。
4. 徐苗苗，我國電商節日營銷廣告策略現狀及其發展策略。戲劇之家。2014年第15期
5. Philip Kotler, Marketing 4.0: Moving from Traditional to Digital。行銷4.0：新虛實融合時代贏得顧客的全思維，2017年p107

二、 英文部份
1. Alan Charlesworth, a Glossary of Internet Marketing terms,phrase and concept p10
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6. Blackwell, R. D., Miniard, P. W. & Engel, J. F. (2001). Consumer behavior (9th ed ). Harcourt Inc.
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14. Engel, J.F., Blackwell R.D. & Miniard P.W (1990) .Consumer Behavior. RR Donnelley&Sons Willard, OH
15. Featherman, Mauricio S. ; Pavlou, Paul A., Predicting e-services adoption: a perceived risk facets perspective, International Journal of Human - Computer Studies, 2003, Vol.59(4), pp.451-474
16. Garretson, J. A. and Clow, K. E. (1999), “The Influence of Coupon Face Value on Service Quality Expectation, Risk Perceptions and Purchase Intentions in the Dental Industry,” Journal of Service Marketing, Vol. 13, No. 1, 59-72.
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17. Heehyoung Jang , Lorne Olfman , Ilsang Ko , Joon Koh & Kyungtae Kim (2008),International Journal of Electronic Commerce archive, Volume 12 Issue 3, Number 3 / Spring 2008, Pages 57-80
18. Holbrook M. B. (1994). The Nature of Customer Value:An Axiology of Service in the Consumption Experience,Service Quality:New Direction in Theory and Practice,By Roland t. Rust and Richard L. Oliver,eds. Thousand Oaks,CA:Sage publication,
19. Howard, J. A., & Sheth, J. N. （1969）. The theory of buyer behavior. New York: John Wiley and Sons, Inc, 30.
20. Jacob Jacoby and Leon B. Kaplan (1972) ,"The Components of Perceived Risk", in SV - Proceedings of the Third Annual Conference of the Association for Consumer Research, eds. M. Venkatesan, Chicago, IL : Association for Consumer Research, Pages: 382-393
21. Jacoby, J. and Kaplan, L. B. (1972), “The components of perceived risk,” Advances in Consumer Research, M. Venkatesan, ed., Chicago, Vol.3, 382-393
22. Jeffrey W. Overby , Eun-Ju Lee The effects of utilitarian and hedonic online shopping value on consumer preference and intentions,1 a College of Business Administration, Belmont University, 1900 Belmont Boulevard, Nashville, TN 37212, USA b College of Business Administration, Chung-Ang University, Seoul 156-756, Korea Received 11 November 2003; accepted 13 March 2006
23. Jinsook Cho ,Likelihood to abort an online transaction: influences from cognitive evaluations, attitudes, and behavioral variables.Information & Management, 41(7), 827-838.
24. Keller, Kevin Lane. (1993) “Conceptualizing, Measureing , and Managing
25. Kolter, P., Bowen, J., & Makens, J. （1996）. Marketing for Hospitality and Tourism, New Jersey: Prentice-Hall.
26. Kotler, P.(1998). Marketing Management: Analysis, Planning, Implementation and control (9th ed.). Englewood Cliffs: Prentice-Hall Inc.
27. Kotler, P.（2011）. Principles of Marketing (14th ed.). New Jersey: Pearson-Prentice-Hall Inc.
28. Mathwick C.,Malhotra N.& Rigdon E. (2001),Experiential Value: Conceptualization ,Measurement and Application in the Catalog and Internet Shopping Environment. Journal of retailing,Vol. 77,p39-56.
29. Nicosia, F. M. （1968）. Consumer Decision Processes: Marketing and Advertising Implication, New Jersey: Prentice-Hall Inc., 29-153,p21-71
30. Nunnally, J. C., (1978), Psychometric Theory, New York: Mcgraw-Hill.
31. Pages 125-148 The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement
32. Patrick Butlera and Joe Peppardb,Consumer purchasing on the Internet:: Processes and prospects, European Management Journal Volume 16, Issue 5, October 1998, Pages 600-610
33. Petty, E. Richard, David DeSteno, and Derek D. Rucker. 2001. The Role of Affect in Attitude Change.
34. Robert N. Stone, Kjell Grønhaug, (1993) "Perceived Risk: Further Considerations for the Marketing Discipline", European Journal of Marketing, Vol. 27 Issue: 3, pp.39-50
35. Robertson, T. S., Zielinski, J., & Ward, S. (1984). Consumer Behavior. New York
36. Roselius, T. (1971), “Consumer Ranking of Risk Reduction Methods,” Journal of Marketing, Vol. 35, No. 1, 56-61.
37. Sandra M. Forsythe*, Bo Shi , Consumer patronage and risk perceptions in Internet shopping ,Journal of Business Research,Volume 56, Issue 11, November 2003, Pages 867-875,
38. Schiffman, L .G. & L. L. Kanuk, (2000). Consumer Behavior, Upper Saddle River, N.J: Prentice
39. Schiffman, L. G. & Kanuk, L. L. (1991).Consumer Behavior, New Jersey: Prentice-Hall
40. Stone, R. N. and Gronhaug, K. (1993), “Perceived risk: Further Considerations for the Marketing Discipline,” European Journal of Marketing, Vol. 27, No. 3, 39-50.
41. The Influence of On-Line Brand Community Characteristics on Community Commitment and Brand Loyalty, International Journal of Electronic Commerce, 12:3, 57-80
42. Trust and TAM in online shopping: An integrated model ,David Gefen; Elena Karahanna; Detmar W Straub MIS Quarterly; Mar 2003; 27, 1; ABI/INFORM Global,pg51
43. Voss, G. B., Parasuraman, A., & Grewal, D. (1998). The roles of price, performance, and expectations in determining satisfaction in service exchanges. Journal of Marketing, 62(4), 46-61.
44. William H. DeLone & Ephraim R. McLean, Measuring e-Commerce Success: Applying the DeLone & McLean Information Systems Success Model, International Journal of Electronic Commerce,Vol. 9, No. 1, Measuring the Business Value of Information Technology in e-Business Environments (Fall, 2004), pp. 31-47
45. William H. DeLone & Ephraim R. McLean, The DeLone and McLean Model of Information Systems Success: A Ten-Year Update ,Journal of Management Information Systems ,Volume 19, 2003 - Issue 4, Pages 9-30
46. Wolfinbarger and Gilly Shopping online for freedom, control, and fun
47. Zeithaml, V. A. （1988）. Consumer Behavior of Price, Qualit, and Value: A means-Ead Model Synthesis of Evidence. Journal of Marketing, 52, p2-22.

三、 網路資料

1. 張海嵐制造节日：“双十一”如何成功收编“光棍节”,檢自：https://www.thepaper.cn/newsDetail_forward_1394722
2. 安侯建業（2016），亞太電商概覽，檢自：https://home.kpmg.com/content/dam/kpmg/tw/pdf/2017/01/2016-aspac-e-commerce-guideline_final.pdf
3. 創市際雙週刊（2017.03.30），電子商務網站使用概況，第八十三期。檢自：http://www.ixresearch.com/reports/
4. 星圖數據（2017），2017雙十一全網網購大數據分析報告，檢自：http://www.chinatimes.com/newspapers/20171113000062-260203
5. 凱度趨勢專欄（2016），2016台灣品牌趨勢解密，檢自：https://www.kantarworldpanel.com/tw/news/NB-TW
6. 動腦brain(2016.4.1)，2016台灣品牌趨勢解密。檢自：http://www.brain.com.tw/news/articlecontent?ID=23052#BEvG7twX
7. 天下雜誌（2014），雙11網購節台灣能複製嗎？檢自：https://www.cw.com.tw/article/article.action?id=5062659
8. 阿里足跡（2017.11.08），天貓雙11晚會體壇樂壇明星匯聚 Pharrell Williams 舒拉寶娃Jessie J登場。檢自：http://alibabanews.com/article/tianmaoshuang11wanhuititanletanmingxinghuiju-pharrell-williams-shulabaowajessie-jdengchang
9. 中時電子報（2017.11.13），陸電商雙11銷售額 衝破2,500億元人民幣。檢自：http://www.chinatimes.com/newspapers/20171113000062-260203
10. 數位時代（2017.11.12），台灣電商雙11大戰，momo率先公布單日業績衝破7.4億元。檢自：https://www.bnext.com.tw/article/46992/momo-double-eleven-gmv-740-million-ntd-dollar
11. momo 新聞中心（2017.11.14） 雙11業績大爆發 近15億元再創紀錄，2017。檢自：http://www.fmt.com.tw/index.php?option=com_content&view=article&id=1099:11-14-17-momo-11-15-12&catid=31:2010-03-22-08-45-28&Itemid=107。
12. SmartM（2014.11.19）雙十一風光落幕？負面效應漸浮現。檢自：https://www.smartm.com.tw/Article/353037cea3
13. 報橘（2017.11.10）。【跟資本市場反著幹】不跟風搶雙 11 龐大商機，為什麼這間店決定 11/11 休息？。檢自：https://buzzorange.com/2017/11/10/greenvines-close-on-1111/
14. 資策會（2017.11.07），雙11前哨戰海內外開打 消費者買氣較去年成長10％。檢自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=483
15. 資策會（2017.3.15），【網購消費者調查】84.3％消費者願意跨境購物。檢自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=463
16. 經濟日報（2017.11.20），美黑色星期五消費 可望大增47%。檢自：https://money.udn.com/money/story/5599/2828405
17. 中時電子報（2015.11.12）。雙11 變大陸最大購物節原因？檢自：http://www.chinatimes.com/realtimenews/20151112001784-260409
18. 商業週刊（2017.11.13），當中國雙11步入中年，台灣雙11才正要登大人。檢自：https://magazine.businessweekly.com.tw/Article_page.aspx?id=33922&p=1
19. 數位時代（2017.11.12）單日成交額破1682億人民幣，阿里巴巴張勇：雙11是商業的奧林匹克，檢自：https://www.bnext.com.tw/article/46990/alibaba-double-eleven-global-festival-2017
20. 科技新報（2014.11.12），單日交易 571.1 億人民幣，是誰成就了雙 11？檢自： https://technews.tw/2014/11/12/11-11-2/
21. 中時電子報（2015.12.13），「雙十二」拚創新 陸電商大戰續燒，檢自：http://www.chinatimes.com/newspapers/20151213000690-260309
22. Daily view（2017.11.02）網購平台大比拚！分析網友最在意的十大服務！ | 每日調查。檢自： https://dailyview.tw/Daily/2017/11/02
23. KNOWING新聞（2016.12.11），雙十一之後，你有聽過雙十二嗎？檢自：http://news.knowing.asia/news/aa24e140-e45d-430d-a71f-b729502ad539
報橘（2017.11.10），【跟資本市場反著幹】不跟風搶雙十一龐大商機，為什麼這家店決定11/11休息？檢自：https://buzzorange.com/2017/11/10/greenvines-close-on-1111/
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
105363091
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105363091
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.advisor Chang, Ai-Hwaen_US
dc.contributor.author (Authors) 劉力慈zh_TW
dc.contributor.author (Authors) Liu,Li-Tzuen_US
dc.creator (作者) 劉力慈zh_TW
dc.creator (作者) Liu, Li-Tzuen_US
dc.date (日期) 2018en_US
dc.date.accessioned 27-Jul-2018 12:59:22 (UTC+8)-
dc.date.available 27-Jul-2018 12:59:22 (UTC+8)-
dc.date.issued (上傳時間) 27-Jul-2018 12:59:22 (UTC+8)-
dc.identifier (Other Identifiers) G0105363091en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118997-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 105363091zh_TW
dc.description.abstract (摘要) 自2009年雙十一購物節首次出現於中國，至2017年成交量逐年升高，已成為電商年度大事及第四季重要檔期，風光的雙十一活動卻在檔期後於社群屢屢出現負面的評論，究竟參與雙十一對於品牌的益處為何？電商平台又該瞄準哪群消費者、以及行銷活動該如何操作，為本研究欲探討之問題。
本研究透過文獻整理，探討購買意圖、顧客滿意度、品牌忠誠度之影響因素，主要包含顧客體驗價值、知覺風險、社群，而顧客體驗價值及知覺風險又受到雙十一行銷活動吸引力、電商服務品質所影響。另外，本研究也將購物導向歸類，探討哪種導向之消費者較容易受到雙十一行銷活動所吸引，最後探討社群媒體、論壇在雙十一活動中影響力。本研究採用問卷調查法，邀請2016或2017曾在雙十一檔期網購消費者填答。
本研究有以下發現(1)使用阿里巴巴平台之消費者，顧客體驗及購買意圖都較台灣本土電商表現佳，因為其中有較高的經濟效益和趣味性；(2)雙十一行銷活動之吸引力和電商服務品質對知覺風險有正向負向的影響，知覺風險會影響顧客滿意度；(3)消費者購買導向中，雙十一的消費者有更高的理智傾向和經驗導向(4)社群影響消費者的雙十一參與意圖，因此建議品牌店家和電商在顧客體驗路徑中，提供消費者購前諮詢和鼓勵消費者購後口碑傳播。		zh_TW
dc.description.abstract (摘要) Since the Double 11(Singles’ Day) made a debut in China in 2009 and the volume of transactions has increased year by year. It has become an important event for e-commerce each year and generated significant revenue in the fourth quarter. After the holiday period, there have been frequent negative comments in the community. What is the benefit of taking part in Singles` Day? This study aims to explore which group of consumers to be targeted on Singles` Day. In addition, this study would give some suggestions to e-commerce and brands how to operate marketing activities and social media.
The purpose of this study was to investigate the relations among purchase intentions, customer satisfaction, and brand loyalty. While customer experience value and perceived risk are impacted by the attraction marketing activities and the quality of e-commerce services. In addition, this study categorizes consumer orientation to explore which of the targeted consumers is more likely to be attracted by the Double 11 marketing activities, and discuss the role of social media and forums playing during Double 11 event. Through the questionnaire survey procedure, the study collected the samples of whom ever shopping online on Double 11 in 2016 or 2017.
The main findings are as follows. (1) Consumers using the Alibaba platform had better customer experience and purchase intentions than Taiwanese local e-commerce because of their higher economic efficiency and playfulness. (2) The attraction of the Double 11 marketing activities and the quality of e-commerce services had a combined effect on perceived risk, and perceived risk will affect customer satisfaction. (3) Consumers online shopping on double 11 are more rational and experienced-orientation. (4)The community plays an important role in Double 11 event. Therefore, it is suggested that brand stores and e-commerce should emphasize marketing strategy of word-of-mouth and advocacy.		en_US
dc.description.tableofcontents 目次
Abstract 4
第一章 緒論 10
第一節 研究背景 10
第二節 研究動機與目的 16
第三節 研究流程 18
第四節 研究範疇 18
第二章 文獻探討 19
第一節 節慶營銷 19
第二節 電商網站服務品質 24
第三節 消費者購買行為 26
第四節 顧客體驗價值 30
第五節 消費者購物導向和動機 31
第六節 購物知覺風險評估 34
第七節 品牌忠誠度 35
第八節 顧客滿意度 37
第三章 研究方法 39
第一節 研究概念及架構 39
第二節 研究假設 40
第三節 問卷設計與前測 47
第四章 資料分析與討論 55
第一節 樣本特性與敘述性分析 55
第二節 樣本信度分析 62
第三節 樣本消費行為之組間差異分析 64
第四節 變數間相關性分析 76
第五節 假說驗證 79
第六節 附帶分析 91
第五章 研究結論與建議 94
第一節 研究結論 94
第二節 實務意涵與建議 98
第三節 研究限制與未來研究建議 101
參考文獻 103
附錄：研究問卷 108		zh_TW
dc.format.extent 1447853 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105363091en_US
dc.subject (關鍵詞) 雙十一zh_TW
dc.subject (關鍵詞) 顧客滿意度zh_TW
dc.subject (關鍵詞) 品牌忠誠度zh_TW
dc.subject (關鍵詞) 顧客體驗價值zh_TW
dc.subject (關鍵詞) 知覺風險zh_TW
dc.subject (關鍵詞) Double 11en_US
dc.subject (關鍵詞) Online shoppingen_US
dc.subject (關鍵詞) Customer satisfactionen_US
dc.subject (關鍵詞) Purchase intentionen_US
dc.subject (關鍵詞) Brand loyaltyen_US
dc.title (題名) 雙十一網購消費者購買意圖及顧客體驗之影響因素zh_TW
dc.title (題名) The Influential Factors of Purchase Intention and Customer Experience of Consumers Online Shopping on Singles` Dayen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、 中文部分

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三、 網路資料

1. 張海嵐制造节日：“双十一”如何成功收编“光棍节”,檢自：https://www.thepaper.cn/newsDetail_forward_1394722
2. 安侯建業（2016），亞太電商概覽，檢自：https://home.kpmg.com/content/dam/kpmg/tw/pdf/2017/01/2016-aspac-e-commerce-guideline_final.pdf
3. 創市際雙週刊（2017.03.30），電子商務網站使用概況，第八十三期。檢自：http://www.ixresearch.com/reports/
4. 星圖數據（2017），2017雙十一全網網購大數據分析報告，檢自：http://www.chinatimes.com/newspapers/20171113000062-260203
5. 凱度趨勢專欄（2016），2016台灣品牌趨勢解密，檢自：https://www.kantarworldpanel.com/tw/news/NB-TW
6. 動腦brain(2016.4.1)，2016台灣品牌趨勢解密。檢自：http://www.brain.com.tw/news/articlecontent?ID=23052#BEvG7twX
7. 天下雜誌（2014），雙11網購節台灣能複製嗎？檢自：https://www.cw.com.tw/article/article.action?id=5062659
8. 阿里足跡（2017.11.08），天貓雙11晚會體壇樂壇明星匯聚 Pharrell Williams 舒拉寶娃Jessie J登場。檢自：http://alibabanews.com/article/tianmaoshuang11wanhuititanletanmingxinghuiju-pharrell-williams-shulabaowajessie-jdengchang
9. 中時電子報（2017.11.13），陸電商雙11銷售額 衝破2,500億元人民幣。檢自：http://www.chinatimes.com/newspapers/20171113000062-260203
10. 數位時代（2017.11.12），台灣電商雙11大戰，momo率先公布單日業績衝破7.4億元。檢自：https://www.bnext.com.tw/article/46992/momo-double-eleven-gmv-740-million-ntd-dollar
11. momo 新聞中心（2017.11.14） 雙11業績大爆發 近15億元再創紀錄，2017。檢自：http://www.fmt.com.tw/index.php?option=com_content&view=article&id=1099:11-14-17-momo-11-15-12&catid=31:2010-03-22-08-45-28&Itemid=107。
12. SmartM（2014.11.19）雙十一風光落幕？負面效應漸浮現。檢自：https://www.smartm.com.tw/Article/353037cea3
13. 報橘（2017.11.10）。【跟資本市場反著幹】不跟風搶雙 11 龐大商機，為什麼這間店決定 11/11 休息？。檢自：https://buzzorange.com/2017/11/10/greenvines-close-on-1111/
14. 資策會（2017.11.07），雙11前哨戰海內外開打 消費者買氣較去年成長10％。檢自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=483
15. 資策會（2017.3.15），【網購消費者調查】84.3％消費者願意跨境購物。檢自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=463
16. 經濟日報（2017.11.20），美黑色星期五消費 可望大增47%。檢自：https://money.udn.com/money/story/5599/2828405
17. 中時電子報（2015.11.12）。雙11 變大陸最大購物節原因？檢自：http://www.chinatimes.com/realtimenews/20151112001784-260409
18. 商業週刊（2017.11.13），當中國雙11步入中年，台灣雙11才正要登大人。檢自：https://magazine.businessweekly.com.tw/Article_page.aspx?id=33922&p=1
19. 數位時代（2017.11.12）單日成交額破1682億人民幣，阿里巴巴張勇：雙11是商業的奧林匹克，檢自：https://www.bnext.com.tw/article/46990/alibaba-double-eleven-global-festival-2017
20. 科技新報（2014.11.12），單日交易 571.1 億人民幣，是誰成就了雙 11？檢自： https://technews.tw/2014/11/12/11-11-2/
21. 中時電子報（2015.12.13），「雙十二」拚創新 陸電商大戰續燒，檢自：http://www.chinatimes.com/newspapers/20151213000690-260309
22. Daily view（2017.11.02）網購平台大比拚！分析網友最在意的十大服務！ | 每日調查。檢自： https://dailyview.tw/Daily/2017/11/02
23. KNOWING新聞（2016.12.11），雙十一之後，你有聽過雙十二嗎？檢自：http://news.knowing.asia/news/aa24e140-e45d-430d-a71f-b729502ad539
報橘（2017.11.10），【跟資本市場反著幹】不跟風搶雙十一龐大商機，為什麼這家店決定11/11休息？檢自：https://buzzorange.com/2017/11/10/greenvines-close-on-1111/		zh_TW
dc.identifier.doi (DOI) 10.6814/THE.NCCU.MBA.047.2018.F08-