| dc.contributor.advisor | 管郁君 | zh_TW |
| dc.contributor.author (Authors) | 林碩俊 | zh_TW |
| dc.contributor.author (Authors) | Lin, Shuo Chun | en_US |
| dc.creator (作者) | 林碩俊 | zh_TW |
| dc.creator (作者) | Lin, Shuo Chun | en_US |
| dc.date (日期) | 2004 | en_US |
| dc.date.accessioned | 18-Sep-2009 14:37:41 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 14:37:41 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 14:37:41 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0923560372 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35281 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 資訊管理研究所 | zh_TW |
| dc.description (描述) | 92356037 | zh_TW |
| dc.description (描述) | 93 | zh_TW |
| dc.description.abstract (摘要) | 消費者對於產品的要求逐漸走向精緻化與客製化，貼近消費者需求的產品，在行銷上有更佳的說服力。在網路購物風氣逐漸成熟的情況下，購物網站為了更好的經營績效，經營顧客忠誠度，是很重要的課題。如何針對網路特性瞭解消費者知覺地付出溢價購買產品，以及相關的消費者購買行為形塑過程，與購物後的情感滿足是很重要的課題。另外，企業對於如何滿足網路消費者的顧客價值，乃至於提供消費者物質乃至情感滿足，尚未有從消費者觀點的完整瞭解。本研究以理性行為理論探討線上購物時消費者從重要他人、主觀規範、個人態度、購買意願、乃至於知覺地形成購買行為的影響因素。 本研究以調查研究法為主，針對台灣地區的網際網路使用者發放網路問卷，所有資料經過分析之後顯示，網路購物時顧客付出溢價的存在，此與一般對於網路購物廉價的印象相左。除此之外，產品類型、品質敏感、情感、安全及品質會影響網路購物溢價購買態度；而環保及時間的影響則不顯著。另一方面，在網路購物時，溢價購買態度及主觀規範會影響網路購物溢價購買意願，而以主觀規範影響為大。關鍵字：溢價、理性行為理論、主觀規範、搜尋性產品、經驗性產品 | zh_TW |
| dc.description.tableofcontents | 目錄…………………………………………………………………………2圖目錄………………………………………………………………………4表目錄………………………………………………………………………5摘要........................................................3第一章 緒論.................................................8第一節 研究背景與動機.......................................8第二節 研究目的.............................................9第三節 研究範圍.............................................10第二章 文獻探討.............................................12第一節 顧客價值文獻.........................................12一、 顧客價值的定義.........................................12二、 電子商務的顧客價值.....................................16三、 網路上的顧客價值.......................................20第二節 溢價相關文獻.........................................20一、 溢價的分類.............................................21第三節 影響購買行為之因素...................................28一、 理性行為理論之意義.....................................29二、 理性行為理論之構念.....................................29第三章 研究設計.............................................33第一節 研究架構.............................................33第二節 研究變數與操作化定義.................................33一、 產品溢價影響因素.......................................35二、 溢價產品購買態度.......................................40三、 主觀規範...............................................41四、 溢價產品購買意願.......................................41第三節 研究假說.............................................42第四節 變數衡量.............................................43第五節 問卷設計.............................................43第六節 分析方法.............................................45第四章 資料分析.............................................47第一節 問卷回收情況與信效度檢驗.............................47一、 問卷回收狀況...........................................48線上購物者有意識之溢價消費行為研究二、 樣本結構...............................................48三、 信效度檢驗.............................................50第二節 因素分析.............................................51第三節 路徑分析.............................................54第四節 假說驗證.............................................58第五章 結論與建議...........................................59第一節 研究結論.............................................59第二節 研究建議.............................................61第三節 研究限制.............................................62附錄 問卷...................................................71線上購物者有意識之溢價消費行為研究圖目錄圖1-1 研究流程..............................................8圖2-1 Keeney 電子商務顧客價值模型...........................16圖2-2 溢價與賣家聲譽對不同類型產品之關係....................19圖2-3 溢價與品質敏感對不同類型產品之關係....................20圖2-4 信任所產生的溢價表....................................21圖2-5 商品價格與溢價關係圖..................................22圖2-6 商品類型與溢價關係圖..................................23圖2-7 理性行為理論..........................................26圖3-1 研究架構..............................................29圖3-2 研究假說……………………………………………………………40圖4-1 每日參與問卷填答數量變化曲線..........................45圖4-2 研究架構之路徑關係與路徑係數..........................56線上購物者有意識之溢價消費行為研究表目錄表2-1 價值的定義............................................15表3-1 線上購物者購物經驗問卷題..............................33表3-2 品質敏感程度題項......................................34表3-3 Search Product 與 Experience Product 特性對應表.......36表3-4 搜尋性產品（search product）特性與問卷題項............36表3-5 經驗性產品（experience product）特性與問卷題項........37表3-6 產品溢價影響因素問卷題項..............................39表3-7 溢價產品購買態度問卷題項..............................40表3-8 主觀規範問卷題項......................................40表3-9 溢價產品購買意願題項..................................41表4-1 問卷蒐集狀況..........................................47表4-2 樣本特徵描述..........................................47表4-3 問卷信度檢核表........................................49表4-4 溢價相關影響因素構念之共同性..........................50表4-5 溢價相關影響因素構念之解釋總變異量....................50表4-6 溢價相關影響因素轉軸後因素負荷量矩陣表................51表4-7 溢價相關影響因素......................................52表4-8 商品類型與線上購物溢價購買態度之關係分析..............53表4-9 搜尋性商品及商品價格與線上購物溢價購買態度之關係分析..54表4-10 經驗性商品及商品價格與線上購物溢價購買態度之關係分...54表4-11商品價格與線上購物溢價購買態度之關係分析..............55表4-12「線上購物之溢價購買態度」為依變數之模式摘要與便異數分析..........................................................55表4-13「線上購物之溢價購買態度」為依變數之迴歸係數..........56表4-14「線上購物之溢價購買態度」為依變數之共線性診斷........56表4-15「線上購物之溢價購買意願」為依變數之模式摘要與便異數分析..........................................................57表4-16「線上購物之溢價購買態度」為依變數之迴歸係數..........57表4-17「線上購物之溢價購買意願」為依變數之共線性診斷........58表4-18 路徑分析結果彙總.....................................59表4-19 研究假說之驗證結果...................................59 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0923560372 | en_US |
| dc.subject (關鍵詞) | 溢價 | zh_TW |
| dc.subject (關鍵詞) | 理性行為理論 | zh_TW |
| dc.subject (關鍵詞) | 主觀規範 | zh_TW |
| dc.subject (關鍵詞) | 搜尋性產品 | zh_TW |
| dc.subject (關鍵詞) | 經驗性產品 | zh_TW |
| dc.title (題名) | 線上購物者有意識之溢價消費行為研究 | zh_TW |
| dc.type (資料類型) | thesis | en |
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