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題名 淘寶網負感受對於知覺風險與圖文評價內容參考之探討 －以服飾配件商品為例
The Study of Negative Feelings of TAOBAO, Risk and the Product Feedback Mechanism －The Case of Clothes and Accessories
作者 王方妘
Wang, Fang Yun
貢獻者 洪順慶
Horng, Shun Ching
王方妘
Wang, Fang Yun
關鍵詞 知覺風險
信任
口碑評價
淘寶網
網路購物
Risk
Trust
Product Feedback Mechanism
Word-Of-Mouth
TaoBao
On-line auction
日期 2013
上傳時間 21-Jul-2014 15:33:41 (UTC+8)
摘要 網際網路及電子商務的普及讓網路購物已經成為現代人生活的一部分，而近年來淘寶網在電子商務領域的創新使得淘寶網成為全球交易量最大的電子商務平台。但其實在跨國網購的過程中，是具有許多令消費者擔憂的風險，各種知覺風險也成為了跨國交易上的主要阻礙。根據研究者實際的網購流程，發現淘寶平台的商品評價機制對於消費者之知覺風險有其影響力，但在過去的文獻中，多以知覺風險與信任來探討對網路購物的影響，但其中較少談到關於評價機制與知覺風險之間的關聯性。本研究擬以對淘寶平台的信任感受、四個網購族群最在意的知覺風險構面以及淘寶上的商品評價機制為三大區塊，分別討論感受對於知覺風險的影響，以及知覺風險與評價機制之相關性後，歸納對於信任感受、知覺風險與商品評價機制之關聯。

為了驗證本研究所提出之研究架構，以使用過淘寶的消費者為研究對象，並分成質化與量化兩階段進行。先透過質化深訪了解消費insight，再經由網路問卷蒐集樣本，並透過SPSS 模型進行回歸分析驗證假說，除了整體樣本分析，更進一步了解其行銷意涵。根據研究結果，本研究證實了對淘寶評價的負感受與知覺風險間的各個構面皆有顯著正相關，而知覺風險中的財務風險與商品評價資訊也存在顯著正相關。表示消費者在淘寶上失望的購物經驗將導致下次購物時，感受到更高的知覺風險，而知覺到越高的財務風險者，越會參考淘寶的口碑評價資訊。因此在實務管理上，本研究之結果提供了淘寶網業者日後在建置、改善其評價系統內容時的參考建議與改進方向，以及其他降低風險的配套方案與實行建議。

關鍵字：知覺風險、信任、口碑評價、淘寶網、網路購物
The diffusion of Internet and E-commerce has become a part of the modern society. In recent years Taobao has been rewarded as the top E-commerce platform, which takes the highest total trade volume in the world due to its innovation in the field. However, in the process of cross-nations Online Trading, many Risks, which hold consumers back, certainly exist and hinder the cross-nations transaction from success. According to observations on the process of Online trading, researcher found the Product Feedback Mechanism has a certain impact on Risks. Nevertheless, in former researches, the Risk and Trust instead of the relevance between Product Feedback Mechanism and Risk are the main two factors focused on when discussing the impact on Online Trading.

In the following research, the Trust in Taobao by consumers, four of the most concerned Risk by online shopping groups, and the Product Feedback Mechanism are the main three issues to be discussed about the impact of feeling on Risk and the relevance between Risk and Product Feedback Mechanism to find out the relevance between Trust, Risk and Product Feedback Mechanism. In order to test the conceptual framework, the research targets Taobao users and is executed by both Qualitative Research and Quantitative Research. Starting from the In-depth interviews to understand consumer insights, the research collects specimen from online questionnaires and tests the hypothesis through SPSS Regression analysis in order to understand more of Taobao’s marketing strategies.

Based on result of the research, the relevance of negative feedback on Taobao and Risk is proved significant. Besides, the relevance of Financial Risk and Feedback Mechanism is proved as the same result, representing higher Risk and Financial Risk caused by the negative experience on Taobao could lead consumers to refer to evaluation information on Taobao more.In aspect of practical Management, the result of research provides several suggestions and a guideline for Taobao in regard to the establishment and improvement on its Product Feedback Mechanism, and also offers other plans of substitute and executive suggestions for risk reduction.

Keywords: Risk, Trust, Product Feedback Mechanism, Word-Of-Mouth, Taobao, On-line auction.
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Assael, H. (1992). Consumer Behavior and Marketing Action. PWS-KENT.

Ba, S., & Pavlou, P. A. (2002). Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior. MIS Quarterly, 26 (3), 243-268.

Bansal, H. S. & Voyer, P. A. (2003). ”World-of-mouth processes within a services purchase decision context,” Journal of Service Research, 3(2), 166-178.

Bansal, Harvis S.& Peter A. Voyer (2000), “Word-of-Mouth Processes within a Services Purchase Decision Context,” Journal of Service Research, Vol.3,No.2,November, 166-177.

Bauer, R. A. (1967). “Consumer behavior as risk taking,” In D. Cox (Ed.), Risk Taking and Information Handling in Consumer Behavior, Harvard University Press, Boston, MA, 23-33.

Bettman, James R. & C. Whan Park. (1980). “Effect of prior knowledge and experience and phase of the choice process on consumer decision processes: A protocol analysis,” Journal of Consumer Research, 7(3), 234-248.

Bone, P. F. (1995). “Word-of-mouth effects on short-term and long-term product judgment,” Journal of Business Research, 32(3), 213–223.

Bone, P. F., （1992）, “Determinants of word-of-mouth communications during product consumption,” Advances in Consumer Research, Vol.19, 579-583.

Buttle, Francis A. (1998), “Word of Mouth: Understanding and Managing Referral Marleting,” Journal of Strategic Marketing, 6(3), 241-254.

Cox, D. F. & S. U. Rich. (1964). “Perceived risk and consumer decision making: The case of telephone shopping,” Journal of Marketing Research, 1(4), 32-39.

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Dayal, S., Landesberg, H. & Zeisser, M. (1999). How to Build Trust Online. Marketing Management, 8(3), 64-69.

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Derbaix, C. (1983). “Perceived risk and risk relievers: An empirical investigation,” Journal of Economic Psychology, 3, 19-38.

Doney, P. M., & Cannon, J. P. (1997). “An Examination of the Nature of Trust in Buyer-Seller Relationship,” Journal of Marketing, 61,35-51.

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描述 碩士
國立政治大學
企業管理研究所
101355038
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101355038
資料類型 thesis
dc.contributor.advisor 洪順慶zh_TW
dc.contributor.advisor Horng, Shun Chingen_US
dc.contributor.author (Authors) 王方妘zh_TW
dc.contributor.author (Authors) Wang, Fang Yunen_US
dc.creator (作者) 王方妘zh_TW
dc.creator (作者) Wang, Fang Yunen_US
dc.date (日期) 2013en_US
dc.date.accessioned 21-Jul-2014 15:33:41 (UTC+8)-
dc.date.available 21-Jul-2014 15:33:41 (UTC+8)-
dc.date.issued (上傳時間) 21-Jul-2014 15:33:41 (UTC+8)-
dc.identifier (Other Identifiers) G0101355038en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67563-
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) 101355038zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 網際網路及電子商務的普及讓網路購物已經成為現代人生活的一部分，而近年來淘寶網在電子商務領域的創新使得淘寶網成為全球交易量最大的電子商務平台。但其實在跨國網購的過程中，是具有許多令消費者擔憂的風險，各種知覺風險也成為了跨國交易上的主要阻礙。根據研究者實際的網購流程，發現淘寶平台的商品評價機制對於消費者之知覺風險有其影響力，但在過去的文獻中，多以知覺風險與信任來探討對網路購物的影響，但其中較少談到關於評價機制與知覺風險之間的關聯性。本研究擬以對淘寶平台的信任感受、四個網購族群最在意的知覺風險構面以及淘寶上的商品評價機制為三大區塊，分別討論感受對於知覺風險的影響，以及知覺風險與評價機制之相關性後，歸納對於信任感受、知覺風險與商品評價機制之關聯。

為了驗證本研究所提出之研究架構，以使用過淘寶的消費者為研究對象，並分成質化與量化兩階段進行。先透過質化深訪了解消費insight，再經由網路問卷蒐集樣本，並透過SPSS 模型進行回歸分析驗證假說，除了整體樣本分析，更進一步了解其行銷意涵。根據研究結果，本研究證實了對淘寶評價的負感受與知覺風險間的各個構面皆有顯著正相關，而知覺風險中的財務風險與商品評價資訊也存在顯著正相關。表示消費者在淘寶上失望的購物經驗將導致下次購物時，感受到更高的知覺風險，而知覺到越高的財務風險者，越會參考淘寶的口碑評價資訊。因此在實務管理上，本研究之結果提供了淘寶網業者日後在建置、改善其評價系統內容時的參考建議與改進方向，以及其他降低風險的配套方案與實行建議。

關鍵字：知覺風險、信任、口碑評價、淘寶網、網路購物		zh_TW
dc.description.abstract (摘要) The diffusion of Internet and E-commerce has become a part of the modern society. In recent years Taobao has been rewarded as the top E-commerce platform, which takes the highest total trade volume in the world due to its innovation in the field. However, in the process of cross-nations Online Trading, many Risks, which hold consumers back, certainly exist and hinder the cross-nations transaction from success. According to observations on the process of Online trading, researcher found the Product Feedback Mechanism has a certain impact on Risks. Nevertheless, in former researches, the Risk and Trust instead of the relevance between Product Feedback Mechanism and Risk are the main two factors focused on when discussing the impact on Online Trading.

In the following research, the Trust in Taobao by consumers, four of the most concerned Risk by online shopping groups, and the Product Feedback Mechanism are the main three issues to be discussed about the impact of feeling on Risk and the relevance between Risk and Product Feedback Mechanism to find out the relevance between Trust, Risk and Product Feedback Mechanism. In order to test the conceptual framework, the research targets Taobao users and is executed by both Qualitative Research and Quantitative Research. Starting from the In-depth interviews to understand consumer insights, the research collects specimen from online questionnaires and tests the hypothesis through SPSS Regression analysis in order to understand more of Taobao’s marketing strategies.

Based on result of the research, the relevance of negative feedback on Taobao and Risk is proved significant. Besides, the relevance of Financial Risk and Feedback Mechanism is proved as the same result, representing higher Risk and Financial Risk caused by the negative experience on Taobao could lead consumers to refer to evaluation information on Taobao more.In aspect of practical Management, the result of research provides several suggestions and a guideline for Taobao in regard to the establishment and improvement on its Product Feedback Mechanism, and also offers other plans of substitute and executive suggestions for risk reduction.

Keywords: Risk, Trust, Product Feedback Mechanism, Word-Of-Mouth, Taobao, On-line auction.		en_US
dc.description.tableofcontents 第一章 研究背景與動機.................................. 1
第一節 研究背景與動機.......................... 1
第二節 研究流程................................ 3
第二章 文獻探討........................................ 4
第一節 網路購物的定義.......................... 4
第二節 信任.................................... 5
第三節 知覺風險................................ 6
第四節 消費者降低風險之策略.................... 14
第五節 口碑資訊................................ 16
第三章 研究方法........................................ 19
第一節 研究架構與假設.......................... 19
第二節 研究方法與步驟.......................... 21
第三節 研究對象................................ 22
第四節 研究方法................................ 24
第五節 後續資料處理分析方法.................... 30
第四章 質化訪談結果呈現................................ 33
第一節 質化研究過程與樣本敘述.................. 33
第二節 質化訪談內容呈現........................ 39
第五章 量化研究結果.................................... 58
第一節 量表信、效度分析........................ 58
第二節 描述性統計資料與相關分析................ 63
第三節 迴歸分析................................ 66
第六章 結論與建議...................................... 82
第一節 研究發現................................ 82
第二節 行銷意涵與建議.......................... 85
第三節 研究限制與後續研究建議.................. 87		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101355038en_US
dc.subject (關鍵詞) 知覺風險zh_TW
dc.subject (關鍵詞) 信任zh_TW
dc.subject (關鍵詞) 口碑評價zh_TW
dc.subject (關鍵詞) 淘寶網zh_TW
dc.subject (關鍵詞) 網路購物zh_TW
dc.subject (關鍵詞) Risken_US
dc.subject (關鍵詞) Trusten_US
dc.subject (關鍵詞) Product Feedback Mechanismen_US
dc.subject (關鍵詞) Word-Of-Mouthen_US
dc.subject (關鍵詞) TaoBaoen_US
dc.subject (關鍵詞) On-line auctionen_US
dc.title (題名) 淘寶網負感受對於知覺風險與圖文評價內容參考之探討 －以服飾配件商品為例zh_TW
dc.title (題名) The Study of Negative Feelings of TAOBAO, Risk and the Product Feedback Mechanism －The Case of Clothes and Accessoriesen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Arndt, Johan (1967),“Role of Product-Related Conversations in the Diffusion of a New Product,” Journal of Marketing, Vol.4, No.1, August, 291-295.

Assael, H. (1992). Consumer Behavior and Marketing Action. PWS-KENT.

Ba, S., & Pavlou, P. A. (2002). Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior. MIS Quarterly, 26 (3), 243-268.

Bansal, H. S. & Voyer, P. A. (2003). ”World-of-mouth processes within a services purchase decision context,” Journal of Service Research, 3(2), 166-178.

Bansal, Harvis S.& Peter A. Voyer (2000), “Word-of-Mouth Processes within a Services Purchase Decision Context,” Journal of Service Research, Vol.3,No.2,November, 166-177.

Bauer, R. A. (1967). “Consumer behavior as risk taking,” In D. Cox (Ed.), Risk Taking and Information Handling in Consumer Behavior, Harvard University Press, Boston, MA, 23-33.

Bettman, James R. & C. Whan Park. (1980). “Effect of prior knowledge and experience and phase of the choice process on consumer decision processes: A protocol analysis,” Journal of Consumer Research, 7(3), 234-248.

Bone, P. F. (1995). “Word-of-mouth effects on short-term and long-term product judgment,” Journal of Business Research, 32(3), 213–223.

Bone, P. F., （1992）, “Determinants of word-of-mouth communications during product consumption,” Advances in Consumer Research, Vol.19, 579-583.

Buttle, Francis A. (1998), “Word of Mouth: Understanding and Managing Referral Marleting,” Journal of Strategic Marketing, 6(3), 241-254.

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費翠（2001）。《網路市場行家理論驗證與延伸─其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究》。國立政治大學廣告研究所碩士論文。		zh_TW