| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.author (Authors) | 魏銘君 | zh_TW |
| dc.creator (作者) | 魏銘君 | zh_TW |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 11-Sep-2009 17:08:59 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 17:08:59 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 17:08:59 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0096351005 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/30060 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 96351005 | zh_TW |
| dc.description (描述) | 97 | zh_TW |
| dc.description.abstract (摘要) | 隨著網路拍賣網站的發展，購買方式也逐漸的多樣化，從一開始的拍賣競標，發展到了附有直接購買價的競標，而在台灣，更多的賣家演變成了大型的購物商城，以直接購買價格購買的賣場逐漸的變多。先前對於拍賣網站購買方式的研究，大都著重在探討不同購買機制對於最終購買價格的影響，或者是購買環境與賣家對於買家購買方式的影響，例如賣家評價、商品圖片，近期有些相關研究逐漸開始探討買者自身的心理特徵對於購買方式的影響。本研究建立在先前相關研究之上，以衝動購買傾向、風險承受、享樂主義、競爭心態、價格意識以及購買之商品屬性為主要變數，來探討其對於網路拍賣購買方式之影響，也就是對於買家會選擇以直接購買或者拍賣競標的方式來購買商品的影響。<br>研究結果顯示，衝動性購買與參與競標顯著負相關，風險承擔程度、競爭心態、價格意識與參與競標顯著正相關，商品屬性傾向功能屬性時會傾向以競標方式購買，商品屬性傾向享樂屬性時會傾向以直接購買方式購買，不過主要變數中的享樂主義構面在模型中並不顯著，這與先前的相關研究有不太一樣的結果，可能是由於台灣拍賣網站的買家與美國拍賣網站的買家有些不太相同的特性，大多數參加拍賣的台灣買家的主因都是希望能夠撿便宜而不是為了好玩，可能導致變數不顯著。同時，買家的過去購買經驗，例如過去一年的購物金額、過去主要的購買方式、是否有過競標經驗，以及主要變數間的交互作用加入模型後，可以提升整體的解釋能力，但還是有很大部分無法被解釋，因此除了主要變數外，未來的研究還可以更深入的買家的過去購買經驗、其他心理構面對於購買方式所造成的影響。 | zh_TW |
| dc.description.tableofcontents | 目 錄 第一章 緒論 第一節 研究背景與動機……………………………………………3 第二節 研究目的……………………………………………………6 第三節 研究流程……………………………………………………8 第二章 文獻探討 第一節 網路拍賣……………………………………………………9 第二節 衝動性購買傾向………………………………………… 11 第三節 風險承擔………………………………………………… 16 第四節 享樂主義……………………………………………… 22 第五節 競爭心態………………………………………………… 24 第六節 價格意識………………………………………………… 26 第七節 商品屬性………………………………………………… 30 第三章 研究方法 第一節 研究架構………………………………………………… 37 第二節 研究變數定義…………………………………………… 38 第三節 研究假說………………………………………………… 39 第四節 前測……………………………………………………… 41 第五節 主要變數衡量方式……………………………………… 48 第六節 問卷設計………………………………………………… 52 第七節 抽樣對象與方法………………………………………… 53 第八節 分析方法………………………………………………… 54 第四章 研究結果 第一節 樣本結構分析…………………………………………… 55 第二節 操弄檢測………………………………………………… 60 第三節 信度檢驗……………………………………………… 61 第四節 相關分析………………………………………………… 62 第五節 迴歸分析………………………………………………… 63 第六節 實證結果與討論………………………………………… 68 第五章 結論與建議 第一節 結論……………………………………………………… 76 第二節 研究貢獻………………………………………………… 77 第三節 研究限制………………………………………………… 80 第四節 未來研究建議…………………………………………… 81 參考文獻…………………………………………………… 82 附錄：問卷………………………………………………… 86 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0096351005 | en_US |
| dc.subject (關鍵詞) | 衝動性購買 | zh_TW |
| dc.subject (關鍵詞) | 風險承受 | zh_TW |
| dc.subject (關鍵詞) | 享樂主義 | zh_TW |
| dc.subject (關鍵詞) | 競爭心態 | zh_TW |
| dc.subject (關鍵詞) | 價格意識 | zh_TW |
| dc.subject (關鍵詞) | 商品屬性 | zh_TW |
| dc.title (題名) | 網路拍賣購買方式之影響因素 | zh_TW |
| dc.type (資料類型) | thesis | en |
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