臺灣博碩士論文加值系統

近年來，網路通路已逐漸發展為主要的購物管道，無論是實體商品或網路服務，在網路市場皆有極高的成長率。女性內衣市場為台灣的重要產業，產值相當大，除了傳統通路外，近年來許多女性內衣業者也紛紛利用網路購物來創造新商機。本研究主要在探討線上購買女性內衣過程中，消費者的知覺價格、知覺品質、知覺風險對其知覺價值與購買意願的影響，以及其間的關聯性。
本研究以相關文獻探討為基礎，發展出具理論基礎之研究架構、變數衡量與操作性定義，並且透過問卷設計、抽樣方法、資料蒐集方法，最後應用統計分析得到研究結果。本研究之主要結論如下：
1. 知覺價格、知覺品質對於知覺價值有顯著正向影響；然而知覺風險中的績效風險、時間風險、心理風險、財務風險對於知覺價值有顯著負向影響。
2. 知覺價格、知覺品質對於購買意願有顯著正向影響；然而知覺風險中的績效風險、時間風險、心理風險、財務風險對於購買意願有顯著負向影響。
3. 知覺價值對於購買意願有顯著正向影響。
4. 知覺價值對於績效風險與購買意願有完全中介效果；而知覺價值對於知覺價格、心理風險、財務風險與購買意願具有部份中介效果。

In recent years, network has been gradually becoming as a main shopping channel given the evidence that physical products or network services have a high growth rate on the network marketing. Women's underwear market has a long tradition of being an important industry in Taiwan. Recently, women's underwear industries have started using the Internet, in addition to the traditional shopping channel, to create new business opportunities. To better understand what impacts the customer's behavior in purchasing women's underwear online, this study investigates the influences of several perceived factors of the customer on his or her purchase decision, particularly focusing on how the customer's perceived price, perceived quality, and perceived risk affect and relate to the perceived value and purchase intention.
Based on the related literature, this study develops a theoretical research framework to measure variables and to define operational variables. Furthermore, this study also employs the questionnaire design, sampling methods, and data collection methods to gather results. To obtain concrete conclusions, a statistical analysis is applied to the gathered data. The main conclusions drawn by this study are:
1. Perceived price and perceived quality have a significant positive effect on perceived value, whereas performance risk, time risk, psychological risk, and financial risk have a significant negative effect on perceived value.
2. Purchase intention is positively affected by both perceived price and perceived quality but negatively affected by performance risk, time risk, psychological risk, and financial risk.
3. Perceived value has a significant positive effect on purchase intention.
4. Perceived value on performance risk and purchase intention has the totally mediating effect. However, perceived value has partial mediating effect on perceived price, psychological risk, financial risk and purchase intention.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． v
誌謝辭　 ．．．．．．．．．．．．．．．．．．．．． vii
內容目錄　．．．．．．．．．．．．．．．．．．．．． viii
表目錄　　．．．．．．．．．．．．．．．．．．．．． x
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xii
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 3
　　第三節　　研究流程．．．．．．．．．．．．．．． 3
第二章　　文獻探討．．．．．．．．．．．．．．．．． 5
　　第一節　　線上購物．．．．．．．．．．．．．．． 5
　　第二節　　知覺價格．．．．．．．．．．．．．．． 8
　　第三節　　知覺品質．．．．．．．．．．．．．．． 11
　　第四節　　知覺風險．．．．．．．．．．．．．．． 17
第五節　　知覺價值．．．．．．．．．．．．．．． 23
第六節　　購買意願．．．．．．．．．．．．．．． 25
第七節　　知覺價格、知覺品質、知覺風險對知覺價值
與購買意願之關係．．．．．．．．．．． 26
第三章　　研究方法．．．．．．．．．．．．．．．．． 35
　　第一節　　研究架構．．．．．．．．．．．．．．． 35
　　第二節　　研究假設．．．．．．．．．．．．．．． 36
　　第三節　　變數操作性定義與衡量．．．．．．．．． 41
　　第四節　　問卷與抽樣設計．．．．．．．．．．．． 45
　　第五節　　統計分析方法．．．．．．．．．．．．． 53
第四章　　研究結果．．．．．．．．．．．．．．．．． 56
　　第一節　　描述性統計分析．．．．．．．．．．．． 56
　　第二節　　相關分析．．．．．．．．．．．．．．． 59
　　第三節　　迴歸分析．．．．．．．．．．．．．．． 61
　　第四節　　討論．．．．．．．．．．．．．．．．． 72
第五章　　結論與建議．．．．．．．．．．．．．．．． 76
　　第一節　　研究結論．．．．．．．．．．．．．．． 76
第二節　　管理意涵．．．．．．．．．．．．．．． 77
　　第二節　　研究限制與後續研究建議．．．．．．．． 78
參考文獻　．．．．．．．．．．．．．．．．．．．．． 80
附錄A　　預試問卷．．．．．．．．．．．．．．．．． 90
附錄B　　正式問卷．．．．．．．．．．．．．．．．． 93


表目錄
表 2- 1 實體商店購物與線上購物之比較．．．．．．．． 6
表 2- 2 知覺風險的構面．．．．．．．．．．．．．．． 22
表 2- 3 知覺價格、知覺品質、知覺風險、知覺價值及購買
意願之相關研究．．．．．．．．．．．．．．．．．．．． 34
表 3- 1 知覺價格衡量問項．．．．．．．．．．．．．． 41
表 3- 2 知覺品質衡量問項．．．．．．．．．．．．．． 42
表 3- 3 知覺風險衡量問項．．．．．．．．．．．．．． 43
表 3- 4 知覺價值衡量問項．．．．．．．．．．．．．． 44
表 3- 5 購買意願衡量問項．．．．．．．．．．．．．． 44
表 3- 6 T檢定 ．．．．．．．．．．．．．．．．．．． 47
表 3- 7 知覺價格之因素與信度分析．．．．．．．．．． 48
表 3- 8 知覺品質之因素與信度分析．．．．．．．．．． 49
表 3- 9 知覺風險之因素與信度分析．．．．．．．．．． 51
表 3-10 知覺價值之因素與信度分析．．．．．．．．．． 52
表 3-11 購買意願之因素與信度分析．．．．．．．．．． 52
表 4- 1 問卷回收情形．．．．．．．．．．．．．．．． 56
表 4- 2 樣本結構分析．．．．．．．．．．．．．．．． 58
表 4- 3 Pearson 相關分析．．．．．．．．．．．．． 60
表 4- 4 知覺價格對知覺價值之迴歸分析．．．．．．．． 62
表 4- 5 知覺品質對知覺價值之迴歸分析．．．．．．．． 62
表 4- 6 知覺風險對知覺價值之迴歸分析．．．．．．．． 63
表 4- 7 知覺價格對購買意願之迴歸分析．．．．．．．． 64
表 4- 8 知覺品質對購買意願之迴歸分析．．．．．．．． 65
表 4- 9 知覺風險對購買意願之迴歸分析．．．．．．．． 66
表 4-10 知覺價值對購買意願之迴歸分析．．．．．．．． 67
表 4-11 知覺價值對知覺價格與購買意願的中介效果．．． 68
表 4-12 知覺價值對知覺品質與購買意願的中介效果．．． 69
表 4-13 知覺價值對知覺風險與購買意願的中介效果．．． 70
表 4-14 假說總整理．．．．．．．．．．．．．．．．． 71

圖目錄
圖 1-1 研究流程．．．．．．．．．．．．．．．．．． 4
圖 2-1 價格效力關係概念模式．．．．．．．．．．．． 10
圖 2-2 利益價值鏈．．．．．．．．．．．．．．．．． 12
圖 2-3 知覺品質的組成．．．．．．．．．．．．．．． 15
圖 2-4 知覺品質之因果模式．．．．．．．．．．．．． 16
圖 2-5 知覺品質在消費者決策過程中之角色．．．．．． 17
圖 2-6 價格、知覺品質與知覺價值之因果相關模式．．． 25
圖 3-1 研究架構．．．．．．．．．．．．．．．．．． 35
圖 3-2 預試問卷分析流程．．．．．．．．．．．．．． 45

一、中文部份
甘美玲(2006)，知覺價格、知覺品質、知覺價值對購買意願之關係研究－以消費者購買數位內容產品為實證，國立成功大學管理學院未出版之碩士論文。
台灣網路資訊中心(2009)，九十八年度台灣寬頻網路使用調查報告，台灣網路資訊中心，http://www.twnic.net.tw/index4.php。
李坤展(2009)，品牌形象、知覺品質、知覺價值、購買意願及消費行為關係之研究－以捷安特為例，國立臺灣師範大學運動與休閒管理研究所未出版之碩士論文。
朱啟祥(2008)，汽車品牌形象與中古車之知覺風險、知覺品質及知覺價值對購買意願關係之探討，私立育達商業技術學院企業管理所未出版之碩士論文。
吳全益(2007)，重複購買之銷售預測－以台灣線上光碟銷售網站為例，國立交通大學管理學院碩士班未出版之碩士論文。
吳明隆(2005)，SPSS統計應用學習實務(第二版)－問卷分析與應用統計(第二版)，台北：知城數位科技。1-34。
吳明隆(2009)，SPSS操作與應用問卷統計分析實務，臺北市，五南書局。
吳萬益，林清河(2000)，企業研究方法，台北：華泰書局，184-186。
何雍慶，林美珠(2007, March)，電子商務顧客網路購物知覺價值因果關係之研究－以國內大專生為例，顧客滿意學刊，3(1)，61-96。
何雍慶，蔡青姿(2009, March)，脈絡線索對網路購物之影響－以知覺風險模式為中介效果，顧客滿意學刊，5(1)，121-148。
林文婷(2001)，知覺價格、知覺品質與知覺價值對購物意願之影響－不同通路類型及產品之比較，私立東吳大學國際貿易研究所未出版之碩士論文。
林宗毅(2008)，嬰幼兒推車於顧客知覺品質和知覺價值對購買意願在結構方程模型之應用研究，國立虎尾科技大學機械與機電工程研究所未出版之碩士論文。
周麗玉(2004)，促銷方式、信任對線上購買意願之研究－以女性內衣產品為例，私立實踐大學企業管理研究所未出版之碩士論文。
許芬珮(2008)，知覺風險、線上建議對消費者線上拍賣之購買意願的影響，國立高雄第一科技大學企業管理研究所未出版之碩士論文。
陳美樺(2006)，網路推薦訊息來源對消費者信任、知覺風險、知覺品質以及購買意願之影響，國立成功大學電信管理研究所所未出版之碩士論文。
陳宣融(2002)，系統負荷、價格、及企業聲譽對消費者認知品質與購買意圖影響之研究，私立實踐大學企業管理研究所未出版之碩士論文。
陳瑩瑩(2008)，來源國形象、品牌形象與知覺價格對知覺品質與購買意願的影響－以Scottish House 服飾為例，國立中山大學企業管理學系研究所未出版之碩士論文。
陳耀宗(2006)，產品來源國形象、知覺價格對產品評價與購買意願之影響－以中國進口水果為例，私立中國文化大學國際企業管理研究所未出版之碩士論文。
張重昭、周宇貞(1999)，知覺品質與參考價格對消費者知覺價值與購買意願之影響，企業管理學報，45，88年9月，1-36。
張紹勳(2002)，網際網路行銷之成功模式，中華管理評論，3(2)，17-38。
莊惠婷(2004)，知覺風險對線上購物意願之影響－以女性消費者為例，國立台北大學企業管理學系未出版之碩士論文。
游尚儒(2006)，知覺價格、知覺價值與知覺服務品質對消費者滿意度與再購意願影響之研究－以花蓮地區觀光飯店為例，國立東華大學企業管理學系未出版之碩士論文。
黃冠叡(2005)，消費者特性與虛擬通路購物意願關係之研究，國立成功大學高階管理碩士在職專班未出版之碩士論文。
資訊工業策進會，http://www.iii.org.tw/。
資策會市場情報中心，http://mic.iii.org.tw/。
廖育萱(2008)，知覺價格對網路購買意願之研究－人格特質干擾效果之探討，私立輔仁大學大眾傳播研究所未出版之碩士論文。
盧懿君(2006)，流行服飾業消費者購買意願之研究－比較授權通路與灰色市場之差異，私立輔仁大學織品服裝研究所未出版之碩士論文。

二、英文部分
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Cunningham, S. M. (1967). The major dimension of perceived risk, in Cox D. F. (ED.), Risk Taking and Information Handling in Consumer Behavior. Boston: Harvard University Press, 82-108.
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Dodds, W. B., Monroe, K. & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.
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Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1984). Consumer Behavior. Hwa-Tai Bookstore, Taipei, 1990.
Erevelles, S., Roy, A., & Vargo, S. L. (1999). The use of price and warranty cues in product evaluation: a comparison of U.S. and Hong Kong consumers. Journal of International Consumer Marketing, 11(3), 67-91.
Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: A perceived risk facets persective. International Journal of Human-Computer Studies, 59(4), 451-474.
Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Devel-opment of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20(2), 55-75.
Forsythe, S. M., ＆ Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56(11), 867-875.
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