臺灣博碩士論文加值系統

這幾年出現了一種符合消費者精打細算需求的新電子商務模式：團購網站，其經營模式創造買賣雙方互惠雙贏的局面，使得團購市場規模快速成長，廠商間的競爭也極其激烈! 2012年臺灣團購網站的商機已達 90 億元。面對如此龐大的商機，不論外資或本土的團購網站皆有各種行銷手法，而消費者面對更多元的選擇以及更多樣化的行銷模式，也將影響其消費行為與購買決策。
本研究以曾在團購網站上購物的消費者作為研究對象，探討影響消費者在團購網站上的購買決策，從廠商的行銷組合(顧客需求、顧客成本、購買便利性、溝通流暢性)、消費者本身的購物導向、消費者人口統計變數來分析團購網的行銷組合對顧客購買決策之影響，並以研究結論為基礎，找出其中的管理意涵，供團購網站業者在擬定行銷策略時作為參考。
本研究以網路問卷的方式取得 103 份有效問卷，運用統計分析、因素分析、信度分析與效度分析、差異性分析與迴歸分析方法，進行統計分析以及假說驗證。結論：確認團購網在實行行銷組合策略後，增進了消費者購物導向及購買決策上的成效；以及，驗證了消費者購物導向、網路行銷組合及消費者購買決策之間關係之理論架構。

The recent emergence of a new e-business model to meet consumer's demand of strict budgeting is group-buying websites. Because the business model creates win-win situation for buyers and sellers, the market scale of Group-buying grows fast. Taiwan's commercial possibility of group-buying is up to 9 billion in 2012. Faced with such a huge commercial opportunity, many group-buying websites have mushroomed. However, consumers select Group-buying websites more and more circumspectly.
This research aims to detect online-group-buyers’ shopping intention. Those customers who have shopping experience on group-buying websites are the subjects of this research. The purpose of this study is to examine Marketing Mix (customers' needs, customers' cost, convenience, communication), consumer shopping orientation and consumer features and the impacts that these have on the consumer’s purchase decision, and to provide some clarity for marketing executives of group-buying websites attempting to find the right mix of variables for their products and services based on the results and findings.
In this research, 103 valid internet questionnaires are obtained for statistic analysis, factor analysis, reliability analysis, validity analysis, difference analysis and regression analysis to verify the hypothesis. Our results indicate that marketing mix has a significant effect on consumer shopping orientation, and marketing mix has a significant effect on consumer’s purchase decisions. Also, our results demonstrate theories among consumers’shopping orientation, marketing mix and consumer’s decision-making process.

指導教授推薦書 i
口試委員會審定書 ii
授權書 iii
誌謝 iv
中文摘要 v
英文摘要 vi
目錄 vii
圖表目錄 x
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程 4
第二章 文獻探討 6
2.1網路購物與團購市場 6
2.1.1 網路購物之現況
2.1.2 網路團購之發展與現況
2.2消費者購物導向 11
2.2.1 購物導向之定義
2.2.2 購物導向之衡量
2.3網路行銷模式 16
2.3.1 網路行銷之內涵
2.3.2 行銷組合模式
2.4消費者購買決策 22
2.4.1 消費者行為
2.4.2 消費者購買決策模式
2.4.3 消費者行為模式與決策過程
第三章 研究方法 32
3.1研究架構 32
3.2研究假說 34
3.3研究變數之操作性定義與衡量方式 36
3.3.1 消費者購物導向
3.3.2 行銷組合模式
3.3.3 消費者購買決策
3.3.4 人口統計變數
3.4資料分析方法 44
第四章 統計分析 46
4.1樣本結構 46
4.2敘述性統計分析 49
4.3信度分析 54
4.4相關分析 56
4.5變異數分析 57
4.6階層迴歸分析 77
第五章 結論與建議 96
5.1研究發現 96
5.2管理意涵 99
5.3研究限制 101
5.4未來研究建議 102
參考文獻 104
中文部分 104
英文部分 107
附錄(問卷表) 111

參考文獻
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