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題名 平台與品牌信任度、知覺風險對美妝消費者的衝動性購買行為之影響－以蝦皮購物為例
The Impact of Platform and Brand Trust, Perceived Risk on Impulsive Buying Behavior of Cosmetics Consumers – A Case Study of Shopee作者 李芝嘉
Li, Chih-Chia貢獻者 洪為璽<br>季延平
Hung, Wei-Hsi<br>Chi, Yan-Ping
李芝嘉
Li, Chih-Chia關鍵詞 電子商務
蝦皮購物
美妝
衝動性購買行為
品牌信任
E-commerce
Impulse Buying Behavior
Makeup
Shopee
Brand Trust日期 2022 上傳時間 1-Apr-2024 14:22:07 (UTC+8) 摘要 近年來，由於受到COVID-19疫情的影響，以及網際網路、數位科技應用的進步，使得消費者較以往更習慣使用電商平台進行消費活動，同時持續帶動著電子商務的蓬勃發展和盛行，也讓美妝商品在電商平台上的銷售表現相當亮眼，使其電商銷售成長率相較實體通路來得高非常多。本研究欲探討的是「影響美妝消費者於蝦皮購物做出衝動性購買行為的關鍵因素」，透過文獻回顧，本研究提出初步的模型，再以「曾經使用蝦皮購物消費過美妝商品的消費者」為研究對象，並使用問卷調查法進行資料蒐集，共回收562份問卷，其中包含504份有效問卷，再利用SPSS統計軟體來進行資料分析，以解釋各項研究變數對於衝動性購買行為之影響力。研究結果指出，賣家商譽信任、品牌可靠性、品牌意向性、網路口碑信任性對美妝消費者於蝦皮購物的衝動性購買行為有正向顯著影響力；績效風險、心理風險、時間風險對美妝消費者於蝦皮購物的衝動性購買行為有負向顯著的影響力；網站保證機制信任、產品涉入程度對於美妝消費者於蝦皮購物的衝動性購買行為沒有顯著的影響力；產品涉入程度在網站保證機制信任、品牌意向性、績效風險、心理風險和衝動性購買行為之間則是有顯著的調節效果。根據上述研究結果，不僅能夠讓我們更瞭解美妝消費者於電商平台的購物行為和關鍵影響因素，研究建議還能做為電商業者在經營平台、網路賣家在販售美妝商品時的行銷方法、經營策略之參考依據。
In recent years, due to the impact of COVID-19 pandemic and the evolution of Internet and digital technology, consumers are much more accustomed to shopping online than before, making the sales performance of makeup products on e-commerce platforms continue to grow rapidly. The purpose of this study is to find out the key factors that will affect consumers’ impulse buying behavior of makeup products on Shopee, and questionnaire survey is used as a quantitative research method for this study. The results of this study indicate that sellers’ reputation, brand reliability, brand intentionality and online word-of-mouth credibility have a positive and significant effect on consumers’ impulse buying behavior. Performance risk, psychological risk and time risk have a negative and significant effect on consumers’ impulse buying behavior. Website assurance mechanisms and product involvement have no significant effect on consumers’ impulse buying behavior. Product involvement has a significant moderating effect between website assurance mechanisms, brand intentionality, performance risk, psychological risk and consumers’ impulse buying behavior. According to above results, we can better understand the consumer behavior of makeup products on e-commerce, and the suggestions of this study can also be used as the reference basis for e-commerce sellers when they’re promoting makeup products, deciding marketing method and business strategy for the products, as well as managing the platforms.參考文獻 一、英文文獻 Akalin, F., & Godelek, E. 2018. A Pre Study for developing and exploring impulsive Buying Scale for Turkish Population. European Scientific Journal, 14(32): 72-83. Albon, A., Kraft, P., & Rennhak, C. 2018. Analyzing the credibility of eword-of-mouth using customer reviews on social media. Journal of Advances in Humanities and Social Sciences, 4(1): 37-50. Aldas-Manzano, J., Caplliure, E. M., & Miquel, S. 2002. The effect of personal involvement on the decision to buy store brands. Journal of Product & Brand Management, 11(1): 6-18. Anderson, J. C., & Gerbing, D. W. 1998. Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3): 411-423. Ballester, E. D., & Munuera-Aleman J. L. 2001. Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12): 1238-1258. Ballester, E. D., & Munuera-Aleman J. L. 2003. Development and validation of a trust scale. International Journal of Market Research, 45(1): 35-56. Ballester, E. D., & Munuera-Aleman J. L. 2005. Does brand Trust Matter to Brand Equity. Journal of Product & Brand Management, 14(3): 187-196. Bansal, H. S., & Voyer, P. A. 2000. Word-of-Mouth Processes within a Services Purchase Decision Context. Journal of Service Research, 3(2): 166-177. Bauer, R. A. 1960. Consumer behavior as risk taking. Conference of the American Marketing Association, 43: 389-398. 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Journal of Advertising, 23(4): 59-70. 二、中文文獻 李志鴻，1997。規範性評估、價格水準對衝動性購買行為之影響。國立臺灣大學商學研究所碩士論文。 陳銘慧，2002。溝通策略、消費者衝動性特質、產品特質對衝動性消費行為之影響。國立臺灣大學商學研究所博士論文。 張重昭，1998。顧客購物衝動性與規範性評估量對顧客衝動性行為之影響。行政院國家科學委員會專題研究計畫。 三、網路資料 全國法規資料庫，2018。化妝品衛生安全管理法。https://law.moj.gov.tw/LawClass/ LawAll.aspx?pcode=l0030013。搜尋日期：2022年5月30日。 經濟部統計處，2021。批發、零售及餐飲業統計調查。https://dmz26.moea.gov.tw/ GMWeb/investigate/InvestigateEA.aspx。搜尋日期：2022年4月20日。 蝦皮購物官方網站，2022。蝦皮購物幫助中心。https://help.shopee.tw/portal。搜尋日期：2022年4月20日。 蝦皮購物官方網站，2022。商品分類。https://shopee.tw/。搜尋日期：2022年5月1日。 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363077資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363077 資料類型 thesis dc.contributor.advisor 洪為璽<br>季延平 zh_TW dc.contributor.advisor Hung, Wei-Hsi<br>Chi, Yan-Ping en_US dc.contributor.author (Authors) 李芝嘉 zh_TW dc.contributor.author (Authors) Li, Chih-Chia en_US dc.creator (作者) 李芝嘉 zh_TW dc.creator (作者) Li, Chih-Chia en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Apr-2024 14:22:07 (UTC+8) - dc.date.available 1-Apr-2024 14:22:07 (UTC+8) - dc.date.issued (上傳時間) 1-Apr-2024 14:22:07 (UTC+8) - dc.identifier (Other Identifiers) G0109363077 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/150657 - 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) 109363077 zh_TW dc.description.abstract (摘要) 近年來，由於受到COVID-19疫情的影響，以及網際網路、數位科技應用的進步，使得消費者較以往更習慣使用電商平台進行消費活動，同時持續帶動著電子商務的蓬勃發展和盛行，也讓美妝商品在電商平台上的銷售表現相當亮眼，使其電商銷售成長率相較實體通路來得高非常多。本研究欲探討的是「影響美妝消費者於蝦皮購物做出衝動性購買行為的關鍵因素」，透過文獻回顧，本研究提出初步的模型，再以「曾經使用蝦皮購物消費過美妝商品的消費者」為研究對象，並使用問卷調查法進行資料蒐集，共回收562份問卷，其中包含504份有效問卷，再利用SPSS統計軟體來進行資料分析，以解釋各項研究變數對於衝動性購買行為之影響力。研究結果指出，賣家商譽信任、品牌可靠性、品牌意向性、網路口碑信任性對美妝消費者於蝦皮購物的衝動性購買行為有正向顯著影響力；績效風險、心理風險、時間風險對美妝消費者於蝦皮購物的衝動性購買行為有負向顯著的影響力；網站保證機制信任、產品涉入程度對於美妝消費者於蝦皮購物的衝動性購買行為沒有顯著的影響力；產品涉入程度在網站保證機制信任、品牌意向性、績效風險、心理風險和衝動性購買行為之間則是有顯著的調節效果。根據上述研究結果，不僅能夠讓我們更瞭解美妝消費者於電商平台的購物行為和關鍵影響因素，研究建議還能做為電商業者在經營平台、網路賣家在販售美妝商品時的行銷方法、經營策略之參考依據。 zh_TW dc.description.abstract (摘要) In recent years, due to the impact of COVID-19 pandemic and the evolution of Internet and digital technology, consumers are much more accustomed to shopping online than before, making the sales performance of makeup products on e-commerce platforms continue to grow rapidly. The purpose of this study is to find out the key factors that will affect consumers’ impulse buying behavior of makeup products on Shopee, and questionnaire survey is used as a quantitative research method for this study. The results of this study indicate that sellers’ reputation, brand reliability, brand intentionality and online word-of-mouth credibility have a positive and significant effect on consumers’ impulse buying behavior. Performance risk, psychological risk and time risk have a negative and significant effect on consumers’ impulse buying behavior. Website assurance mechanisms and product involvement have no significant effect on consumers’ impulse buying behavior. Product involvement has a significant moderating effect between website assurance mechanisms, brand intentionality, performance risk, psychological risk and consumers’ impulse buying behavior. According to above results, we can better understand the consumer behavior of makeup products on e-commerce, and the suggestions of this study can also be used as the reference basis for e-commerce sellers when they’re promoting makeup products, deciding marketing method and business strategy for the products, as well as managing the platforms. en_US dc.description.tableofcontents 謝辭 I 摘要 II Abstract III 目次 IV 圖次 V 表次 VI 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究主題與目的 3 第三節 研究流程 4 第二章 文獻探討 6 第一節 美妝產業 6 第二節 電子商務 8 第三節 衝動性購買行為 9 第四節 平台信任 12 第五節 品牌信任 13 第六節 知覺風險 16 第七節 產品涉入程度 17 第三章 研究方法 18 第一節 個案說明 19 第二節 研究架構與假說 20 第三節 研究對象與方法 25 第四節 研究變數之定義與操作化方式 26 第五節 問卷設計 31 第四章 研究分析與結果 31 第一節 問卷回收 32 第二節 敘述性統計分析 33 第三節 信度與效度分析 40 第四節 假說檢定與分析 48 第五節 研究結果討論 55 第五章 結論與建議 58 第一節 研究結論 58 第二節 研究貢獻 60 第三節 研究限制與未來建議 62 參考文獻 62 附錄－研究問卷設計 68 zh_TW dc.format.extent 1841540 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363077 en_US dc.subject (關鍵詞) 電子商務 zh_TW dc.subject (關鍵詞) 蝦皮購物 zh_TW dc.subject (關鍵詞) 美妝 zh_TW dc.subject (關鍵詞) 衝動性購買行為 zh_TW dc.subject (關鍵詞) 品牌信任 zh_TW dc.subject (關鍵詞) E-commerce en_US dc.subject (關鍵詞) Impulse Buying Behavior en_US dc.subject (關鍵詞) Makeup en_US dc.subject (關鍵詞) Shopee en_US dc.subject (關鍵詞) Brand Trust en_US dc.title (題名) 平台與品牌信任度、知覺風險對美妝消費者的衝動性購買行為之影響－以蝦皮購物為例 zh_TW dc.title (題名) The Impact of Platform and Brand Trust, Perceived Risk on Impulsive Buying Behavior of Cosmetics Consumers – A Case Study of Shopee en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、英文文獻 Akalin, F., & Godelek, E. 2018. 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