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題名 網路購物行為：以網路代購為例
The behavior of online purchase: An empirical examination of online purchasing agent作者 徐菀妤
Hsu, Wan-Yu貢獻者 簡睿哲
徐菀妤
Hsu, Wan-Yu關鍵詞 信號理論
代購產業
調節變數
網路購物
調節效果日期 2021 上傳時間 2-Sep-2021 15:35:18 (UTC+8) 摘要 代購產業近來蓬勃發展，光在台灣一年的商機就高達七十多億，許多商人看準台灣對於保護國內產品使進口產品稅率過高導致價格上漲、許多限量產品台灣沒有販售為由，選擇當起代購，來填補這些未被滿足之需求，然而很多消費者、學者將代購跟網路購物混為一談，實質上兩者差別甚大，有許多不同之處。本研究將分辨何為代購與網路購物之差別，大部分之研究揭用信號理論探討網路購物，且過往研究對於代購產業的鑽研甚少，本研究將著重於利用信號理論探討自變數信號：評價、服務品質、產品來源國、產品資源稀少性對於依變數：購買意願之影響，並以信任、交易平台完整性當作調節變數，討論在何種情況下會加強信號之效果。研究結果顯示，平台交易功能完整性作為調節變數對於社群評價與購買意願會有正向的調節作用、平台交易功能完整性作為調節變數對於服務品質與購買意願有正向的調節作用、信任作為調節變數對於社群評價與購買意願有正向的調節作用、信任作為調節變數對於產品資源稀少性與購買意願有正向的調節作用、信任作為調節變數對於產品來源國與購買意願有正向的調節作用。 參考文獻 網際網路科技新報Tech news, 全球網友總數突破40億，猜有多少人天天玩手機?, 2020/4/27, 檢自：https://technews.tw/2018/01/31/worlds-internet-users-pass-the-4-billion-mark/CMoney, 台灣代購商機，一年規模高達70億，但卻潛藏許多交易風險…, 2020/4/27, 檢自：https://www.cmoney.tw/notes/note-detail.aspx?nid=534112018台灣網路報告-TWNIC財團法人台灣網路資訊中心, 2020/4/27, 檢自：https://www.twnic.net.tw/doc/twrp/201812b.pdf英文部分Aiken, K. D. and D. M. Boush (2006). "Trustmarks, objective-source ratings, and implied investments in advertising: investigating online trust and the context-specific nature of internet signals." Journal of the Academy of Marketing Science 34(3): 308-323.Amblee, N. and T. Bui (2011). "Harnessing the influence of social proof in online shopping: The effect of electronic word of mouth on sales of digital microproducts." International Journal of Electronic Commerce 16(2): 91-114.Arnold, T. J., et al. (2007). "Retail online assurances: typology development and empirical analysis." Journal of Marketing Theory and Practice 15(4): 299-313.Bearden, T. A. S. a. W. O. (1982). "Warranty and Other Extrinsic Cue Effects on Consumers` Risk Perceptions Author(s): Terence A. Shimp and William O. Bearden." Journal of Consumer Research, Vol. 9, No. 1 (Jun., 1982), pp. 38-46.Bilkey, W. J. and E. Nes (1982). "Country-of-origin effects on product evaluations." Journal of international business studies 13(1): 89-100.Biswas, D. and A. Biswas (2004). "The diagnostic role of signals in the context of perceived risks in online shopping: do signals matter more on the web?" Journal of interactive marketing 18(3): 30-45.Bockstedt, J. and K. H. Goh (2011). "Seller strategies for differentiation in highly competitive online auction markets." Journal of Management Information Systems 28(3): 235-268.Bolton, G., et al. (2008). "Does competition promote trust and trustworthiness in online trading? An experimental study." Journal of Management Information Systems 25(2): 145-170.Brennan, P. R. (1925). "The Evolution of the Work of the Purchasing Agent." The ANNALS of the American Academy of Political and Social Science 119(1): 53-59.Cha, P. A. a. T. "Surrogate buyers and the new product adoption process: a conceptualization and managerial framework."COIRAS, D. F. "MASTER IN SIGNAL THEORY AND COMMUNICATIONS."Connelly, B. L., et al. (2011). "Signaling theory: A review and assessment." Journal of management 37(1): 39-67.Doyle, C. (2011). A dictionary of marketing, Oxford University Press.Ghose, A. (2009). "Internet exchanges for used goods: An empirical analysis of trade patterns and adverse selection." Mis Quarterly: 263-291.Gregg, D. G. and S. Walczak (2008). "Dressing your online auction business for success: An experiment comparing two eBay businesses." Mis Quarterly: 653-670.Haubrich, J. G. (1994). "Risk aversion, performance pay, and the principal-agent problem." Journal of Political Economy 102(2): 258-276.Iglesias, O., et al. (2011). "Antecedents of luxury brand purchase intention." Journal of Product & Brand Management.Izquierdo-Yusta, A. and E. Calderon-Monge (2011). "Internet as a distribution channel: empirical evidence from the service sector and managerial opportunities." Journal of Internet Commerce 10(2): 106-127.Jiang, L. Y. and N. Kungel "Chinese Cross-Border Online Shopping through Agents from Sweden–."Kimery, K. M. and M. McCord (2006). "Signals of trustworthiness in e-commerce: consumer understanding of third-party assurance seals." Journal of Electronic Commerce in Organizations (JECO) 4(4): 52-74.Kumar, N. and I. Benbasat (2006). "Research note: the influence of recommendations and consumer reviews on evaluations of websites." Information Systems Research 17(4): 425-439.Kungel, L. Y. J. N. "Chinese Cross-Border Online Shopping through Agents from Sweden –An Exploratory Study of the Determinants of Satisfaction and Repurchase Intention."Lampe, C. A., et al. (2007). A familiar face (book) profile elements as signals in an online social network. Proceedings of the SIGCHI conference on Human factors in computing systems.Lee, B.-C., et al. (2005). "Lemons on the Web: A signalling approach to the problem of trust in Internet commerce." Journal of Economic Psychology 26(5): 607-623.Lee, M. K. O. and E. Turban (2014). "A Trust Model for Consumer Internet Shopping." International Journal of Electronic Commerce 6(1): 75-91.Leonard L. Berry, K. S., & Dhruv Grewal "Understanding Service Convenience."Li, S., et al. (2009). "Internet auction features as quality signals." Journal of marketing 73(1): 75-92.Mavlanova, T. and R. Benbunan-Fich (2010). "Counterfeit products on the internet: The role of seller-level and product-level information." International Journal of Electronic Commerce 15(2): 79-104.Maxwell, S., et al. (2009). "Individual effects of product quality signals in the presence versus absence of other signals: differential effects across brick‐and‐mortar and online settings." Journal of Product & Brand Management.Ou, C. X. and K. C. Chan (2014). "Developing a competitive edge in electronic markets via institutional and social based quality signaling mechanisms." Information & management 51(5): 532-540.Parasuraman, A., et al. (1991). "Refinement and reassessment of the SERVQUAL scale." Journal of retailing 67(4): 420.Parasuraman, A., et al. (1985). "A conceptual model of service quality and its implications for future research." Journal of marketing 49(4): 41-50.Parasuraman, A., et al. (1988). "Servqual: A multiple-item scale for measuring consumer perc." Journal of retailing 64(1): 12.Paul A. Pavlou, H. L. a. Y. X. (2007). "Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal-Agent Perspective." MIS Quarterly, Vol. 31, No. 1 (Mar., 2007), pp. 105-136.Pavlou, P. A. and A. Dimoka (2006). "The Nature and Role of Feedback Text Comments in Online Marketplaces: Implications for Trust Building, Price Premiums, and Seller Differentiation." Information Systems Research 17(4): 392-414.Rassuli, S. C. H. K. M. (1999). "Shopping with Other People`s Money: The Marketing Management Implications of Surrogate-Mediated Consumer Decision Making."Regan, W. J. (1963). "The service revolution." Journal of marketing 27(3): 57-62.Ribbink, D., et al. (2004). "Comfort your online customer: quality, trust and loyalty on the internet." Managing Service Quality: An International Journal 14(6): 446-456.Schlosser, A. E., et al. (2006). "Converting web site visitors into buyers: how web site investment increases consumer trusting beliefs and online purchase intentions." Journal of marketing 70(2): 133-148.Sirdeshmukh, J. S. D. "Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments."Spence, M. (1978). Job market signaling. Uncertainty in economics, Elsevier: 281-306.Tang, Z., et al. (2008). "Gaining trust through online privacy protection: Self-regulation, mandatory standards, or caveat emptor." Journal of Management Information Systems 24(4): 153-173.Tsiotsou, R. (2006). "The role of perceived product quality and overall satisfaction on purchase intentions." International Journal of Consumer Studies 30(2): 207-217.Wang, S., et al. (2004). "Signaling the trustworthiness of small online retailers." Journal of interactive marketing 18(1): 53-69.Wells, J. D., et al. (2011). "What signal are you sending? How website quality influences perceptions of product quality and purchase intentions." Mis Quarterly: 373-396.Zeng, J., et al. (2020). Which Collective Signals Drive High Performance in the E-Marketplace? A Configurational Perspective. PACIS.Zhao, X., et al. (2006). "Designing on-line mediation services for C2C markets." International Journal of Electronic Commerce 10(3): 71-93. 描述 碩士
國立政治大學
國際經營與貿易學系
107351034資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107351034 資料類型 thesis dc.contributor.advisor 簡睿哲 zh_TW dc.contributor.author (Authors) 徐菀妤 zh_TW dc.contributor.author (Authors) Hsu, Wan-Yu en_US dc.creator (作者) 徐菀妤 zh_TW dc.creator (作者) Hsu, Wan-Yu en_US dc.date (日期) 2021 en_US dc.date.accessioned 2-Sep-2021 15:35:18 (UTC+8) - dc.date.available 2-Sep-2021 15:35:18 (UTC+8) - dc.date.issued (上傳時間) 2-Sep-2021 15:35:18 (UTC+8) - dc.identifier (Other Identifiers) G0107351034 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136820 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 107351034 zh_TW dc.description.abstract (摘要) 代購產業近來蓬勃發展，光在台灣一年的商機就高達七十多億，許多商人看準台灣對於保護國內產品使進口產品稅率過高導致價格上漲、許多限量產品台灣沒有販售為由，選擇當起代購，來填補這些未被滿足之需求，然而很多消費者、學者將代購跟網路購物混為一談，實質上兩者差別甚大，有許多不同之處。本研究將分辨何為代購與網路購物之差別，大部分之研究揭用信號理論探討網路購物，且過往研究對於代購產業的鑽研甚少，本研究將著重於利用信號理論探討自變數信號：評價、服務品質、產品來源國、產品資源稀少性對於依變數：購買意願之影響，並以信任、交易平台完整性當作調節變數，討論在何種情況下會加強信號之效果。研究結果顯示，平台交易功能完整性作為調節變數對於社群評價與購買意願會有正向的調節作用、平台交易功能完整性作為調節變數對於服務品質與購買意願有正向的調節作用、信任作為調節變數對於社群評價與購買意願有正向的調節作用、信任作為調節變數對於產品資源稀少性與購買意願有正向的調節作用、信任作為調節變數對於產品來源國與購買意願有正向的調節作用。 zh_TW dc.description.tableofcontents 目次圖次 VIII第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題與目的 5第三節 研究範圍與對象 7第二章 文獻探討 9第一節 代購商業模式 9第二節 信號理論 11第三節 委託-代理問題 12第四節 服務品質理論 12第三章 研究架構與假設 19第一節 研究架構 19第二節 假設推論 20第四章 研究方法 25第一節 研究樣本資料來源 25第二節 衡量工具與統計分析 25第三節 研究變數及題目問項 26第五章 資料分析與結果 31第一節 敘述性統計 31第二節 信度與相關分析 37第三節 迴歸分析 39第四節 調節效果分析 40第五節 推論假設分析結果 51第六章 結論與建議 54第一節 研究結果 54第二節 代購未來的管理意涵 55第三節 研究限制與未來研究建議 56第七章 參考文獻 59第八章 附錄 65 zh_TW dc.format.extent 2083196 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107351034 en_US dc.subject (關鍵詞) 信號理論 zh_TW dc.subject (關鍵詞) 代購產業 zh_TW dc.subject (關鍵詞) 調節變數 zh_TW dc.subject (關鍵詞) 網路購物 zh_TW dc.subject (關鍵詞) 調節效果 zh_TW dc.title (題名) 網路購物行為：以網路代購為例 zh_TW dc.title (題名) The behavior of online purchase: An empirical examination of online purchasing agent en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 網際網路科技新報Tech news, 全球網友總數突破40億，猜有多少人天天玩手機?, 2020/4/27, 檢自：https://technews.tw/2018/01/31/worlds-internet-users-pass-the-4-billion-mark/CMoney, 台灣代購商機，一年規模高達70億，但卻潛藏許多交易風險…, 2020/4/27, 檢自：https://www.cmoney.tw/notes/note-detail.aspx?nid=534112018台灣網路報告-TWNIC財團法人台灣網路資訊中心, 2020/4/27, 檢自：https://www.twnic.net.tw/doc/twrp/201812b.pdf英文部分Aiken, K. D. and D. M. Boush (2006). "Trustmarks, objective-source ratings, and implied investments in advertising: investigating online trust and the context-specific nature of internet signals." Journal of the Academy of Marketing Science 34(3): 308-323.Amblee, N. and T. Bui (2011). "Harnessing the influence of social proof in online shopping: The effect of electronic word of mouth on sales of digital microproducts." International Journal of Electronic Commerce 16(2): 91-114.Arnold, T. J., et al. (2007). "Retail online assurances: typology development and empirical analysis." Journal of Marketing Theory and Practice 15(4): 299-313.Bearden, T. A. S. a. W. O. (1982). "Warranty and Other Extrinsic Cue Effects on Consumers` Risk Perceptions Author(s): Terence A. Shimp and William O. Bearden." Journal of Consumer Research, Vol. 9, No. 1 (Jun., 1982), pp. 38-46.Bilkey, W. J. and E. Nes (1982). "Country-of-origin effects on product evaluations." Journal of international business studies 13(1): 89-100.Biswas, D. and A. Biswas (2004). "The diagnostic role of signals in the context of perceived risks in online shopping: do signals matter more on the web?" Journal of interactive marketing 18(3): 30-45.Bockstedt, J. and K. H. Goh (2011). "Seller strategies for differentiation in highly competitive online auction markets." Journal of Management Information Systems 28(3): 235-268.Bolton, G., et al. (2008). "Does competition promote trust and trustworthiness in online trading? An experimental study." Journal of Management Information Systems 25(2): 145-170.Brennan, P. R. (1925). "The Evolution of the Work of the Purchasing Agent." The ANNALS of the American Academy of Political and Social Science 119(1): 53-59.Cha, P. A. a. T. "Surrogate buyers and the new product adoption process: a conceptualization and managerial framework."COIRAS, D. F. "MASTER IN SIGNAL THEORY AND COMMUNICATIONS."Connelly, B. L., et al. (2011). "Signaling theory: A review and assessment." Journal of management 37(1): 39-67.Doyle, C. (2011). A dictionary of marketing, Oxford University Press.Ghose, A. (2009). "Internet exchanges for used goods: An empirical analysis of trade patterns and adverse selection." Mis Quarterly: 263-291.Gregg, D. G. and S. Walczak (2008). "Dressing your online auction business for success: An experiment comparing two eBay businesses." Mis Quarterly: 653-670.Haubrich, J. G. (1994). "Risk aversion, performance pay, and the principal-agent problem." Journal of Political Economy 102(2): 258-276.Iglesias, O., et al. (2011). "Antecedents of luxury brand purchase intention." Journal of Product & Brand Management.Izquierdo-Yusta, A. and E. Calderon-Monge (2011). "Internet as a distribution channel: empirical evidence from the service sector and managerial opportunities." Journal of Internet Commerce 10(2): 106-127.Jiang, L. Y. and N. Kungel "Chinese Cross-Border Online Shopping through Agents from Sweden–."Kimery, K. M. and M. McCord (2006). "Signals of trustworthiness in e-commerce: consumer understanding of third-party assurance seals." Journal of Electronic Commerce in Organizations (JECO) 4(4): 52-74.Kumar, N. and I. Benbasat (2006). "Research note: the influence of recommendations and consumer reviews on evaluations of websites." Information Systems Research 17(4): 425-439.Kungel, L. Y. J. N. "Chinese Cross-Border Online Shopping through Agents from Sweden –An Exploratory Study of the Determinants of Satisfaction and Repurchase Intention."Lampe, C. A., et al. (2007). A familiar face (book) profile elements as signals in an online social network. Proceedings of the SIGCHI conference on Human factors in computing systems.Lee, B.-C., et al. (2005). "Lemons on the Web: A signalling approach to the problem of trust in Internet commerce." Journal of Economic Psychology 26(5): 607-623.Lee, M. K. O. and E. Turban (2014). "A Trust Model for Consumer Internet Shopping." International Journal of Electronic Commerce 6(1): 75-91.Leonard L. Berry, K. S., & Dhruv Grewal "Understanding Service Convenience."Li, S., et al. (2009). "Internet auction features as quality signals." Journal of marketing 73(1): 75-92.Mavlanova, T. and R. Benbunan-Fich (2010). "Counterfeit products on the internet: The role of seller-level and product-level information." International Journal of Electronic Commerce 15(2): 79-104.Maxwell, S., et al. (2009). "Individual effects of product quality signals in the presence versus absence of other signals: differential effects across brick‐and‐mortar and online settings." Journal of Product & Brand Management.Ou, C. X. and K. C. Chan (2014). "Developing a competitive edge in electronic markets via institutional and social based quality signaling mechanisms." Information & management 51(5): 532-540.Parasuraman, A., et al. (1991). "Refinement and reassessment of the SERVQUAL scale." Journal of retailing 67(4): 420.Parasuraman, A., et al. (1985). "A conceptual model of service quality and its implications for future research." Journal of marketing 49(4): 41-50.Parasuraman, A., et al. (1988). "Servqual: A multiple-item scale for measuring consumer perc." Journal of retailing 64(1): 12.Paul A. Pavlou, H. L. a. Y. X. (2007). "Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal-Agent Perspective." MIS Quarterly, Vol. 31, No. 1 (Mar., 2007), pp. 105-136.Pavlou, P. A. and A. Dimoka (2006). "The Nature and Role of Feedback Text Comments in Online Marketplaces: Implications for Trust Building, Price Premiums, and Seller Differentiation." Information Systems Research 17(4): 392-414.Rassuli, S. C. H. K. M. (1999). "Shopping with Other People`s Money: The Marketing Management Implications of Surrogate-Mediated Consumer Decision Making."Regan, W. J. (1963). "The service revolution." Journal of marketing 27(3): 57-62.Ribbink, D., et al. (2004). "Comfort your online customer: quality, trust and loyalty on the internet." Managing Service Quality: An International Journal 14(6): 446-456.Schlosser, A. E., et al. (2006). "Converting web site visitors into buyers: how web site investment increases consumer trusting beliefs and online purchase intentions." Journal of marketing 70(2): 133-148.Sirdeshmukh, J. S. D. "Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments."Spence, M. (1978). Job market signaling. Uncertainty in economics, Elsevier: 281-306.Tang, Z., et al. (2008). "Gaining trust through online privacy protection: Self-regulation, mandatory standards, or caveat emptor." Journal of Management Information Systems 24(4): 153-173.Tsiotsou, R. (2006). "The role of perceived product quality and overall satisfaction on purchase intentions." International Journal of Consumer Studies 30(2): 207-217.Wang, S., et al. (2004). "Signaling the trustworthiness of small online retailers." Journal of interactive marketing 18(1): 53-69.Wells, J. D., et al. (2011). "What signal are you sending? How website quality influences perceptions of product quality and purchase intentions." Mis Quarterly: 373-396.Zeng, J., et al. (2020). Which Collective Signals Drive High Performance in the E-Marketplace? A Configurational Perspective. PACIS.Zhao, X., et al. (2006). "Designing on-line mediation services for C2C markets." International Journal of Electronic Commerce 10(3): 71-93. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202101358 en_US
