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題名 效益、資產專屬性、品牌知名度、線上口碑對網路購物消費者再購買意願之影響 _以法國為例
The impact of benefit, asset specificity, brand awareness and online word-of-mouth on consumers’ repurchase intention in internet shopping-a case study in France
作者 李蓓雯
貢獻者 巫立宇<br>彭朱如
李蓓雯
關鍵詞 網路購物
電子商務
交易成本
資產專屬性
日期 2011
上傳時間 30-Oct-2012 10:54:56 (UTC+8)
摘要 法國電子商務近年來發展節奏快速，根據法國電子商務協會最新統計顯示，於2011年度，法國電子商務營收總額達377億歐元，相較2010年成長22%，顯示雖然在整體經濟環境不景氣的情況下，網路購物市場整體表現良好、穩定成長。然而廠商們亦面臨者網路購物消費者低度回購率問題，以致交易關係無法長期維繫。
本研究嘗試以交易成本的觀點分析廠商之因應策略，探討廠商實際採行的行銷策略或工具對消費者再購買意願之影響。本研究針對近期曾從事網路購物的消費者發放問卷，總計蒐集有效樣本211份，進行因素分析及多元迴歸分析。結果發現：網路購物廠商的行銷工具或策略得以提高消費者的再購買意願，主要是因為這些工具有助於降低消費者的交易成本，進而降低消費者網路購物時的總成本。品牌知名度可降低消費者的資訊蒐尋成本；而線上口碑可降低消費者面臨的道德危機成本；效益可降低外顯單位效益成本；資產專屬性則提高了消費者轉換廠商時的專屬陷入成本，故效益、品牌知名度、線上口碑及資產專屬性對應的使消費者面臨的交易風險降低，進而使消費者願意繼續購買，與該廠商進行長期交易關係。
參考文獻 中文部分
1. 宋依坪，網路服務品質，滿意度，專屬資產對拍賣網站與賣家忠誠度之影響研究，國立政治大學國際貿易研究所，台北，2007。
2. 周文卿(2006)，2006 年台灣網友 C2C 消費發展趨勢，資策會市場情報中心(MIC)，2006 年 11 月，取自：http://mic.iii.org.tw/intelligence/
3. 林豪鏘，電子商務，台北，旗標，2005。
4. 邱志聖，策略行銷分析-架構與實務應用，二版，台北，智勝文化，2006。
5. 梁定澎，電子商務理論與實務，二版，台北，華泰文化，2002。
6. 廖佑霖，效益、資產專屬性、線上口碑、品牌知名度對網路購物消費者再購買意願之影響，國立臺北商業技術學院商學研究所，台北，2008。
















英文部分
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描述 碩士
國立政治大學
企業管理研究所
99355013
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099355013
資料類型 thesis
dc.contributor.advisor 巫立宇<br>彭朱如zh_TW
dc.contributor.author (Authors) 李蓓雯zh_TW
dc.creator (作者) 李蓓雯zh_TW
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 10:54:56 (UTC+8)-
dc.date.available 30-Oct-2012 10:54:56 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 10:54:56 (UTC+8)-
dc.identifier (Other Identifiers) G0099355013en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54382-
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zh_TW
dc.description (描述) 99355013zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 法國電子商務近年來發展節奏快速，根據法國電子商務協會最新統計顯示，於2011年度，法國電子商務營收總額達377億歐元，相較2010年成長22%，顯示雖然在整體經濟環境不景氣的情況下，網路購物市場整體表現良好、穩定成長。然而廠商們亦面臨者網路購物消費者低度回購率問題，以致交易關係無法長期維繫。
本研究嘗試以交易成本的觀點分析廠商之因應策略，探討廠商實際採行的行銷策略或工具對消費者再購買意願之影響。本研究針對近期曾從事網路購物的消費者發放問卷，總計蒐集有效樣本211份，進行因素分析及多元迴歸分析。結果發現：網路購物廠商的行銷工具或策略得以提高消費者的再購買意願，主要是因為這些工具有助於降低消費者的交易成本，進而降低消費者網路購物時的總成本。品牌知名度可降低消費者的資訊蒐尋成本；而線上口碑可降低消費者面臨的道德危機成本；效益可降低外顯單位效益成本；資產專屬性則提高了消費者轉換廠商時的專屬陷入成本，故效益、品牌知名度、線上口碑及資產專屬性對應的使消費者面臨的交易風險降低，進而使消費者願意繼續購買，與該廠商進行長期交易關係。		zh_TW
dc.description.tableofcontents 封面頁 i
摘要 ii
誌謝 iii
目錄 iv
表目錄 v
圖目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 5
第一節 交易成本理論 5
第二節 電子商務的背景 8
第三節 效益 13
第四節 品牌知名度 14
第五節 線上口碑 15
第六節 資產專屬性 16
第七節 再購買意願 18
第八節 假設推論 19
第三章 研究設計 27
第一節 研究對象 27
第二節 研究架構 27
第三節 變數衡量 28
第四節 資料分析方法 32
第四章 研究結果 34
第一節 敘述性統計 34
第二節 信度與效度分析 36
第三節 多元迴歸分析 40
第四節 實證結果 41
第五節 討論 43
第五章 結論與建議 44
第一節 研究結論 44
第二節 實務上的建議 45
第三節 研究限制 46
第四節 未來研究建議 47
參考文獻 48
附錄 58		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099355013en_US
dc.subject (關鍵詞) 網路購物zh_TW
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) 交易成本zh_TW
dc.subject (關鍵詞) 資產專屬性zh_TW
dc.title (題名) 效益、資產專屬性、品牌知名度、線上口碑對網路購物消費者再購買意願之影響 _以法國為例zh_TW
dc.title (題名) The impact of benefit, asset specificity, brand awareness and online word-of-mouth on consumers’ repurchase intention in internet shopping-a case study in Franceen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分
1. 宋依坪，網路服務品質，滿意度，專屬資產對拍賣網站與賣家忠誠度之影響研究，國立政治大學國際貿易研究所，台北，2007。
2. 周文卿(2006)，2006 年台灣網友 C2C 消費發展趨勢，資策會市場情報中心(MIC)，2006 年 11 月，取自：http://mic.iii.org.tw/intelligence/
3. 林豪鏘，電子商務，台北，旗標，2005。
4. 邱志聖，策略行銷分析-架構與實務應用，二版，台北，智勝文化，2006。
5. 梁定澎，電子商務理論與實務，二版，台北，華泰文化，2002。
6. 廖佑霖，效益、資產專屬性、線上口碑、品牌知名度對網路購物消費者再購買意願之影響，國立臺北商業技術學院商學研究所，台北，2008。
















英文部分
1. Aaker D. A., “Guarding the power of a brand name,” New York Times, 1991 Dec 1, pp. 313.
2. Alba JW, Hutchinson JW. Dimensions of Consumer Expertise. Journal of Consumer Research, 1987;13(4):411-54
3. Arndt J. ,Word of mouth advertising：A review of the literature, New York：Advertising Research Federation. , 1967.
4. Babin BJ, Darden WR, Griffin M. Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research 1994; 20(4):644-56.
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