| dc.contributor.advisor | 管郁君 | zh_TW |
| dc.contributor.author (作者) | 林碩俊 | zh_TW |
| dc.contributor.author (作者) | 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 | 18-九月-2009 14:37:41 (UTC+8) | - |
| dc.date.available | 18-九月-2009 14:37:41 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-九月-2009 14:37:41 (UTC+8) | - |
| dc.identifier (其他 識別碼) | 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 |
| dc.format.extent | 234684 bytes | - |
| dc.format.extent | 241520 bytes | - |
| dc.format.extent | 235934 bytes | - |
| dc.format.extent | 234808 bytes | - |
| dc.format.extent | 275147 bytes | - |
| dc.format.extent | 454955 bytes | - |
| dc.format.extent | 328045 bytes | - |
| dc.format.extent | 334151 bytes | - |
| dc.format.extent | 273907 bytes | - |
| dc.format.extent | 282882 bytes | - |
| dc.format.extent | 277901 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| 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 |
| dc.relation.reference (參考文獻) | 中文部分 | zh_TW |
| dc.relation.reference (參考文獻) | 袁志強，1997，產品涉入對品牌延伸效果影響之研究，淡江大學國際貿易學系碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 葉席吟，1999，電子商務之顧客價值研究，中原大學資訊管理學系碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 陳進成，2001，電子商務顧客價值、滿意度與忠誠度之研究-以電子商店為例，國立中原大學資訊管理學系碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 江佳芳，2002，以需求理論為基礎所建立之顧客價值衡量及需求轉換之行為分析，國立高雄第一科技大學行銷與流通管理所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 周文賢，2002，多變量統計分析：SAS/STAT 使用方法。台北：智勝文化。 | zh_TW |
| dc.relation.reference (參考文獻) | 蔡錦德，2003，電子通路中協同式整合、顧客價值與顧客滿意度關聯性之實證研究。國立高雄第一科技大學行銷與流通管理所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 林憲卿，2004，商品標示、知覺品質與參考價格對消費者購買行為之影響，南華大學管理科學研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 英文部分 | zh_TW |
| dc.relation.reference (參考文獻) | Aaker, D. A. (1996). Building strong brand. New York: The Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31, 87-101. | zh_TW |
| dc.relation.reference (參考文獻) | Ajzen, I. (1988). Attitudes, personality, and behavior. Chicago, IL: The Dorsey Press. | zh_TW |
| dc.relation.reference (參考文獻) | Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intension, and behavior: An introduction to theory and research. MA: Addison-Wesley. | zh_TW |
| dc.relation.reference (參考文獻) | Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice Hall. | zh_TW |
| dc.relation.reference (參考文獻) | Albrecht, T., & Bach, B. (1997). Communication in complex organizations: A relational approach. Forth Worth, TX: Harcourt Brace. | zh_TW |
| dc.relation.reference (參考文獻) | Allport, G.. W. (1935). Attitudes. In C. Murchinson (Ed.), A handbook of social psychology, Worchester, Mass: Clark University Press, 798-884. | zh_TW |
| dc.relation.reference (參考文獻) | Arnold, D. R., Hoffman, K. D., & James, M. (1989). Service pricing: A differentiation premium approach. The Journal of Services Marketing, 3(3), 25. | zh_TW |
| dc.relation.reference (參考文獻) | Barnes, J. G. (2000). Secrets of customer relationship management: It`s all about how you make them feel. New York: McGraw-Hill Inc. | zh_TW |
| dc.relation.reference (參考文獻) | Benjamin, R., & Wigand, R. ( 1995). Electronic market and virtual retail chains on the information superhighway. Sloan Management Review 36 (2), 62–73. | zh_TW |
| dc.relation.reference (參考文獻) | Brady, M. K., & Cronin, J. J. Jr. (2001). Customer Orientation: effects on customer service perceptions and outcome behaviors. Journal of Service Research, 3(3), 241-251. | zh_TW |
| dc.relation.reference (參考文獻) | Buzzell, R. T., & Gale, B. T. (1987). The PIMS principles, New York: Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | Dhruv, G., Monroe, K. B., & Krihnan, R. (1998). The effect of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value and behavioral intentions. Journal of Marketing, 62, 46-59. | zh_TW |
| dc.relation.reference (參考文獻) | Dorsch, M. J., Swanson, S. R., & Kelley, S. W. (1998). The role of relationship quality in the stratification of vendors as perceived by customers. Journal of the Academy of Marketing Science, 26(2), 128-142. | zh_TW |
| dc.relation.reference (參考文獻) | Dwyer, F. R., & Oh, S. (1987). Output sector munificence effects on the | zh_TW |
| dc.relation.reference (參考文獻) | internet political economy of marketing channels. Journal of Marketing | zh_TW |
| dc.relation.reference (參考文獻) | Research, 24(4), 347-358. | zh_TW |
| dc.relation.reference (參考文獻) | Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11-27. | zh_TW |
| dc.relation.reference (參考文獻) | Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. San Diago: Harcourt Bruce Jovannovich. | zh_TW |
| dc.relation.reference (參考文獻) | Engel, J.F., Kollat, D.T., & Blackwell, R.D. (1982). Consumer behavior (4th ed.). New York: Holt, Rinehavt and Wiston Company. | zh_TW |
| dc.relation.reference (參考文獻) | Erica M. O., & Stephen, J. H. (2004). Spending time versus spending money. Journal of Consumer Research, Gainesville, 31( 2), 313. | zh_TW |
| dc.relation.reference (參考文獻) | Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87. | zh_TW |
| dc.relation.reference (參考文獻) | Gale, B. T. (1994). Managing Customer Value. New York: Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19. | zh_TW |
| dc.relation.reference (參考文獻) | Gehrt, K., & Carter, K. ( 1992). An exploratory assessment of catalog shopping orientation: the existence of convenience and recreational segment. Journal of Retailing, 6 (1), 29–39. | zh_TW |
| dc.relation.reference (參考文獻) | Ghose, S., & Dou, W. (1998). Interactive functions and their impacts of the appeal of internet presence sites. Journal of Advertising, 38(2), 29-43. | zh_TW |
| dc.relation.reference (參考文獻) | Holbrook, M. B. (1999). Consumer value: a framework for analysis and | zh_TW |
| dc.relation.reference (參考文獻) | Research. London; New York: Routledge. | zh_TW |
| dc.relation.reference (參考文獻) | Karl, A. (1992). The only thing that matters. New York: Harper Colllins | zh_TW |
| dc.relation.reference (參考文獻) | Publishers. | zh_TW |
| dc.relation.reference (參考文獻) | Katerattanakul, P. (2002). Framework of effective web site design for | zh_TW |
| dc.relation.reference (參考文獻) | business-to-consumer internet commerce. INFOE, 40(1), 57-70. | zh_TW |
| dc.relation.reference (參考文獻) | Karahama, E., & Straub, D.W. ( 1999). The psychological origins of perceived usefulness and ease of use. Information and Management, 35 (4), 150–237. | zh_TW |
| dc.relation.reference (參考文獻) | Keeney, R. L. (1992). Value-focused thinking. Harvard University Press. | zh_TW |
| dc.relation.reference (參考文獻) | Keeney, R. L. ( 1999). The value of internet commerce to the customer. Management Science, 45(4), 533-542. | zh_TW |
| dc.relation.reference (參考文獻) | Kotler, P. (1991). Market management：Analysis, planning, implementation, and control, 9th ed, New Jersey：Pretice-Hall. | zh_TW |
| dc.relation.reference (參考文獻) | Klein, B., & Keith, B. L. (1981). The role of market forces in assuring contractual performance. Journal of Political Economy, 89(4), 615-41. | zh_TW |
| dc.relation.reference (參考文獻) | Korgaonkar, P. K., & Wolin, L. D. (1999). A multivariate analysis | zh_TW |
| dc.relation.reference (參考文獻) | Usage. Journal of Advertising Research, 39(2), 53-68. | zh_TW |
| dc.relation.reference (參考文獻) | Lagace, R. R., Dahlstrom, R., & Gassenheimer, J. B. (1991). The relevance of ethical salesperson behavior on relationship quality: The Pharmaceutical Industry. Journal of Personal Selling & Sales Management, 11(4), 39-47. | zh_TW |
| dc.relation.reference (參考文獻) | Markus, M. L. (1987). Toward a critical mass theory of interactive media. Communication Research, 14(5), 491-511. | zh_TW |
| dc.relation.reference (參考文獻) | Moorman C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328. | zh_TW |
| dc.relation.reference (參考文獻) | Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-102. | zh_TW |
| dc.relation.reference (參考文獻) | Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. | zh_TW |
| dc.relation.reference (參考文獻) | Monroe, K. B., & Krishnan, R. (1985). The effect on price on subjective product evaluations, in perceived quality：How consumers view stores and merchandise. Jocob Jacoby and Jerry C. Olson , eds., Lexington, MA:Lexington Books, 209-232. | zh_TW |
| dc.relation.reference (參考文獻) | Papacharissi, Z., & Rubin, A. M. (2000). Predictors of internet use. Journal of Broadcasting & Electronic Media, 44(2), 176-196. | zh_TW |
| dc.relation.reference (參考文獻) | Park, C. W., Sandra, M., & Robert, L. (1991). Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18, 185-193. | zh_TW |
| dc.relation.reference (參考文獻) | Peter, Weinberg., & Wolfgang, G. (1982). Impulsive consumer buying as a result of emotions. Journal of Business Research, New York, 10(1), 43. | zh_TW |
| dc.relation.reference (參考文獻) | Rao, A. R., & Bergen, M. E. (1992). Price premium variations as a consequence of buyers` lack of information. Journal of Consumer Research, 19, 412-23. | zh_TW |
| dc.relation.reference (參考文獻) | Reynolds, F.D. (1974). An analysis of catalog buying behavior. Journal of Marketing, 38, 47–51. | zh_TW |
| dc.relation.reference (參考文獻) | Rawstorne, P., Jayasuriya, R., & Caputi, P. (2000). Issues in predicting and explaining usage behaviors with the technology acceptance model and the theory of planned behavior when usage is mandatory. International conference on information systems December 15-18, 2000. from World Wide Web: http://portal.acm.org/citation.cfm?id=359640.359721 | zh_TW |
| dc.relation.reference (參考文獻) | Scanlon, S. (1972). The motivational magic of premiums and incentives. Sales Management, 108(8), 21. | zh_TW |
| dc.relation.reference (參考文獻) | Schiffman, L.G., & Kanuk,L.L.(1991). Consumer behavior (2nd ed.). New Jersey:Prentice-Hall. | zh_TW |
| dc.relation.reference (參考文獻) | Schlosser, A.E., Shavitt, S., & Kanfer, A. (1999). Survey of internet users’ attitudes toward internet advertising. Journal of Interactive Marketing, 13 (3), 34–54. | zh_TW |
| dc.relation.reference (參考文獻) | Slywotzky, A. J. ( 1996). Value migration. Boston: Harvard Business School Press. | zh_TW |
| dc.relation.reference (參考文獻) | Smith, J. R. (1998). Buyer-seller relatioships: Similarity, relationship management, and quality. Psychology and Marketing, 15(1), 3-21. | zh_TW |
| dc.relation.reference (參考文獻) | Stone, Amey. (1994). Premium bonds: higher price, better deal. Business Week.New York: Aug 22, 3386, 79. | zh_TW |
| dc.relation.reference (參考文獻) | Taylor, P.W. (1961).Normative discourse, Englewood Cliffs, NJ: Prentice-Hall. | zh_TW |
| dc.relation.reference (參考文獻) | Turban, E., D, King, J., Lee, M. W., & Chung, H. M. (2002).Electronic Commerce: A Managerial Perspective 2002. New Jersey:Prentice-Hall. | zh_TW |
| dc.relation.reference (參考文獻) | Wang, F. (2000). A relationship-building model for the Web retail marketplace. Internet Research, 10(5), 374. | zh_TW |
| dc.relation.reference (參考文獻) | Westbrook, R. A., & Oliver, R.L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84-91. | zh_TW |
| dc.relation.reference (參考文獻) | Williamson, O. E. (1975). Markets and hierarchies, analysis and antitrust implications. New York: Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of Academy of Marketing Science, 25(2), 139-153. | zh_TW |
| dc.relation.reference (參考文獻) | Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value：A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22. | zh_TW |
