臺灣博碩士論文加值系統

This research applied the theory of consumption values to examine the relationships between price concern, perception of quality, utilitarian and hedonic values, information asymmetry and attitude towards high-end second-hand electronic products. The moderating role of face-saving pressure in the relationship between attitude towards high-end second-hand electronic products and purchase intention is explored as well. Statistical analyses based on a sample of 300 Vietnamese consumers collected in both cities and villages showed that price concern, perception of quality, utilitarian and hedonic value, information asymmetry each exerts a positive effect on customers’ attitude towards second-hand electronic products, ,which in turn positively affect their purchase intention. Moreover, face-saving pressure produced a negative moderating effect on the relationship between attitude towards second-hand high-end electronic products and purchase intention. This study contributes to the field of consumer behaviors by highlighting the role of face issue in consumers’ purchase decision. Research implications and limitations were discussed as well.

ABSTRACT I
ACKNOWLEDGEMENT II
TABLE OF CONTENTS I
LIST OF TABLES V
LIST OF FIGURES VI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.1.1 Second-hand Product Overview. 1
1.1.2 Second-hand Market in Vietnam. 2
1.1.3 Research Motivation. 3
1.2 Research Objectives. 4
1.3 Research Contribution. 5
1.3.1 Research Gap 1. 5
1.3.2 Research Gap 2. 6
1.4 Research Structure. 7
CHAPTER TWO LITERATURE REVIEW 8
2.1 Theoretical Background. 8
2.2 Introductions of Examined Variable. 10
2.2.1 Price Concern. 10
2.2.2 Perception of Quality. 11
2.2.3Utilitarian and Hedonic Value. 11
2.2.4 Information Asymmetry. 12
2.2.5 Attitude towards Second-hand Product. 13
2.2.6Face-Saving Pressure. 14
2.2.7 Purchase Intention. 15
2.3 Hypotheses Development. 15
2.3.1 Price Concern and Attitude towards Second-hand Product. 15
2.3.2 Perception of Quality towards Attitude toward Second-hand Product. 16
2.3.3 Utilitarian and Hedonic Value towards Attitude toward Second-hand Product. 16
Hypothesis 3b: Hedonic value has positive effect on attitude towards second-hand electronic product. 17
2.3.4Information Asymmetry and Attitude toward Second-hand Product. 17
2.3.5 Attitude toward Second-hand Product and Purchase Intention. 18
2.3.6 Moderating Effect of Face-saving Pressure on the Relationship between Attitude toward Second-hand Product and Purchase Intention. 19
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 21
3.1 Conceptual Model. 21
3.2 Sampling Plan. 22
3.3 Summary of Hypotheses. 22
3.4 Construct Measurement. 23
3.4.1 Price Concern. 23
3.4.2 Perception of Quality. 23
3.4.3 Utilitarian and Hedonic Value. 24
3.4.4 Information Asymmetry. 25
3.4.5 Attitude towards Second-hand Product. 25
3.4.6 Face-saving Pressure. 25
3.2.7 Purchase Intention. 26
3.5 Control Variables. 27
3.5.1 Age. 27
3.5.2 Gender. 27
3.5.3 Income. 27
3.5.4 Education. 27
3.5.5 Past Experience. 28
3.5.5 Frequently of Searching or Buying Second-hand Product. 28
3.6 Data Analysis Procedures. 28
3.6.1 Descriptive Statistic Analysis. 28
3.6.2 Reliability of the Measurement Variables. 29
3.6.3Confirmatory Factor Analysis. 29
3.6.4 Pearson Correlation Analysis. 29
3.6.5Moderated Regression Analysis. 30
CHAPTER FOUR RESEARCH RESULTS AND DISCUSSIONS 31
4.1 Descriptive Analysis. 31
4.1.1 Data Collection. 31
4.1.2 Characteristics of Respondents. 31
4.1.3 Measurement Results for Relevant Research Variables. 33
4.2 Reliability of the Measurement Variables. 34
4.3 Mean, Standard Deviation and Pearson Correlation. 39
4.4 Common Method Variance. 40
4.4 Structural Equation Model (SEM). 43
4.5 Hierarchical Regression Analysis for Face-saving Pressure as Moderator. 48
CHAPTER FIVE CONCLUSION AND SUGGESTION 50
5.1 Research Conclusions. 50
5.1.1 Theoretical Implications. 50
5.1.2 Managerial Implication. 53
5.2 Limitation and Future Direction. 55
REFERENCES 56
APPENDICES 62

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Akerlof, G.A. (1970). The market for lemons: Quality uncertainty and the market mechanism. The Quarterly Journal of Economics, 84(3), 488-500.
Akhter, S.H. (2003). Digital divide and purchase intention: Why demographic psychology matters. Journal of Economic Psychology, 24(3), 321-327.
Alben, L. (1996). Defining the criteria for effective interaction design. Interactions, 3(3), 11-15.
Albers-Miller, N.D. (1999). Consumer misbehavior: Why people buy illicit goods. Journal of Consumer Marketing, 16(3), 273-287.
Ang, S.H., Leong, S.M., ＆ Kotler, P. (2000). The Asian apocalypse: Crisis marketing for consumers and businesses. Long Range Planning, 33(1), 97-119.
Axelrod, J.N. (1968). Attitude measures that predict purchase. Journal of Advertising Research, 8(1), 3-17.
Babin, B.J., Darden, W.R., ＆ Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
Batra, R., ＆ Ahtola, O.T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159-170.
Batra, R., Homer, P.M., ＆ Kahle, L.R. (2001). Values, susceptibility to normative influence, and attribute importance weights: A nomological analysis. Journal of Consumer Psychology, 11(2), 115-128.
Bearden, W.O., Netemeyer, R.G., ＆ Teel, J.E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(4), 473-481.
Berger, I.E., Ratchford, B.T., ＆ Haines, G.H. (1994). Subjective product knowledge as a moderator of the relationship between attitudes and purchase intentions for a durable product. Journal of Economic Psychology, 15(2), 301-314.
Bloch, P.H., ＆ Bruce, G.D. (1984). Product involvement as leisure behavior. Advances in Consumer Research, 11(1), 197-202.
Bloch, P.H., Bush, R.F., ＆ Campbell, L. (1993). Consumer “accomplices in product counterfeiting: A demand side investigation. Journal of Consumer Marketing, 10(4), 27-36.
Bohner, G., ＆ Dickel, N. (2011). Attitudes and attitude change. Annual Review of Psychology, 62, 391-417.
Boulding, W., Kalra, A., Staelin, R., ＆ Zeithaml, V.A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7-27.
Brown, S.P., ＆ Stayman, D.M. (1992). Antecedents and consequences of attitude toward the ad: A meta-analysis. Journal of Consumer Research, 19(1), 34-51.
Bruner, G.C., ＆ Kumar, A. (2005). Explaining consumer acceptance of handheld Internet devices. Journal of Business Research, 58(5), 553-558.
Cameron, D.D., ＆ Galloway, A. (2005). Consumer motivations and concerns in online auctions: An exploratory study. International Journal of Consumer Studies, 29(3), 181-192.
Cao, Y., Gruca, T.S., ＆ Klemz, B.R. (2007). An empirical study of B2B migration from traditional stores to the Internet. Journal of Customer Behaviour, 6(1), 75-92.
Carman, J.M. (1990). Consumer perceptions of service quality: An assessment of the servqual dimensions. Journal of Retailing, 66(1), 33-55.
Chang, T.Z., ＆ Wildt, A.R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(1), 16-27.
Chattopadhyay, G., ＆ Murthy, DNP. (2001). Cost sharing warranty policies for second hand products. International Transactions in Operational Research, 8(1), 47-60.
Chattopadhyay, GN, ＆ Murthy, DNP. (2000). Warranty cost analysis for second-hand products. Mathematical and Computer Modelling, 31(10), 81-88.
Cheung, W.L., ＆ Prendergast, G. (2004). An exploratory study of the materialism and conformity motivations of consumers who knowingly buy pirated products: A Hong Kong and Shanghai comparison. China: School of Business, Hong Kong Baptist University.
Chu, H., ＆ Liao, S. The Definition and Determinants of Consumer Online Resale Behavior: An Exploratory Study.
Chu, H., ＆ Liao, S. (2007a). Exploring consumer resale behavior in C2C online auctions: Taxonomy and influences on consumer decisions. Academy of Marketing Science Review, 11(3), 1-27.
Chu, H., ＆ Liao, S. (2007b). ‘Exploring the motivations of consumer resale behavior in C2C E-commerce. International Journal of Business and Management, 2(5), 178-185.
Chung, J.E., ＆ Pysarchik, D.T. (2000). A model of behavioral intention to buy domestic versus imported products in a Confucian culture. Marketing Intelligence ＆ Planning, 18(5), 281-291.
Churchill, G.A., ＆ Iacobucci, D. (2009). Marketing research: Methodological foundations. Mason, OH, USA: South-Western Pub.
Darley, W.K., ＆ Lim, J.S. (1999). Effects of store image and attitude toward secondhand stores on shopping frequency and distance traveled. International Journal of Retail ＆ Distribution Management, 27(8), 311-318.
De Ruyter, K., Wetzels, M., ＆ Kleijnen, M. (2001). Customer adoption of E-service: An experimental study. International Journal of Service Industry Management, 12(2), 184-207.
Dick, A.S., ＆ Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Dobscha, S., ＆ Ozanne, J.L. (2001). An ecofeminist analysis of environmentally sensitive women using qualitative methodology: The emancipatory potential of an ecological life. Journal of Public Policy ＆ Marketing, 20(2), 201-214.
Dodds, W.B., Monroe, K.B., ＆ Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
Doney, P.M., ＆ Cannon, J.P. (1997). An examination of the nature of trust in buyer-seller relationships. The Journal of Marketing, 61(2), 35-51.
Dowling, G.R., ＆ Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21(1), 119-134.
Ferber, R. (1973). Consumer economics, a survey. Journal of Economic Literature, 11(4), 1303-1342.
Fiore, A.M., Kim, J., ＆ Lee, H.H. (2005). Effect of image interactivity technology on consumer responses toward the online retailer. Journal of Interactive Marketing, 19(3), 38-53.
Fishbein, Martin, ＆ Ajzen, Icek. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. MA: Addison-Wesley, Reading.
Gabbott, M. (1991). The role of product cues in assessing risk in second-hand markets. European Journal of Marketing, 25(9), 38-50.
Garvin, D.A. (1996). Competing on the eight dimensions of quality. IEEE Engineering Management Review, 24(1), 15-23.
Gregson, N., ＆ Crewe, L. (2003). Second-hand cultures. Oxford: Berg Publishers.
Guiot, D., ＆ Roux, D. (2010). A second-hand shoppers’ motivation scale: Antecedents, consequences and implications for retailers. Journal of Retailing, 86(4), 355-371.
Halstead, D., ＆ Becherer, R.C. (2003). Internet auction sellers: Does size really matter? Internet Research, 13(3), 183-194.
Han, S., Gupta, S., ＆ Lehmann, D.R. (2002). Consumer price sensitivity and price thresholds. Journal of Retailing, 77(4), 435-456.
Herrmann, G.M., ＆ Soiffer, S.M. (1984). For fun and profit an analysis of the American garage sale. Journal of Contemporary Ethnography, 12(4), 397-421.
Hilton, Brian, Choi, Chong Ju, ＆ Chen, Stephen. (2004). The ethics of counterfeiting in the fashion industry: quality, credence and profit issues. Journal of Business Ethics, 55(4), 343-352.
Hini, D., Gendall, P., ＆ Kearns, Z. (1995). The link between environmental attitudes and behavior. Marketing Bulletin, 6(3), 22-31.
Hofstede, G. (1980). Culture's consequences: International differences in work-related values (Vol. 5). USA: Sage Publications, Incorporated.
Holbrook, M.B., ＆ Hirschman, E.C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research, 9(2), 132-140.
Hsieh, Y.C., ＆ Hiang, S.T. (2004). A study of the impacts of service quality on relationship quality in search-experience-credence services. Total Quality Management and Business Excellence, 15(1), 43-58.
Hu, H.C. (1944). The Chinese concepts of “face. American Anthropologist, 46(1), 45-64.
Huang, J.H., Lee, B.C.Y., ＆ Ho, S.H. (2004). Consumer attitude toward gray market goods. International Marketing Review, 21(6), 598-614.
Jacoby, J., Berning, C.K., ＆ Dietvorst, T.F. (1977). What about disposition? The Journal of Marketing, 41(2), 22-28.
Jia, J., Dyer, J.S., ＆ Butler, J.C. (1999). Measures of perceived risk. Management Science, 45(4), 519-532.
Joglekar, P. (2003). Optimal price and order quantity strategies for the reseller of a product with price sensitive demand. Proceedings of the Academy of Information and Management Sciences, 7(1), 13-19.
Kaplan, L.B., Szybillo, G.J., ＆ Jacoby, J. (1974). Components of perceived risk in product purchase: A cross-validation. Journal of Applied Psychology, 59(3), 287.
Kempf, D.A.S. (1999). Attitude formation from product trial: Distinct roles of cognition and affect for hedonic and functional products. Psychology and Marketing, 16(1), 35-50.
Kim, Hee-Woong, Chan, Hock Chuan, ＆ Gupta, Sumeet. (2007). Value-based adoption of mobile internet: An empirical investigation. Decision Support Systems, 43(1), 111-126.
Klein, L.R. (1998). Evaluating the potential of interactive media through a new lens: Search versus experience goods. Journal of Business Research, 41(3), 195-203.
Lee, C. (1991). Modifying an American consumer behavior model for consumers in Confucian culture. Journal of International Consumer Marketing, 3(1), 27-50.
Lee, KT. (1983). Pattern of Korean way of thinking I. Seoul: Sinwon Publish.
Lemire, B. (1988). Consumerism in preindustrial and early industrial England: The trade in secondhand clothes. The Journal of British Studies, 27(1), 1-24.
Li, S., ＆ Lin, B. (2006). Accessing information sharing and information quality in supply chain management. Decision Support Systems, 42(3), 1641-1656.
Lichtenstein, D.R., Ridgway, N.M., ＆ Netemeyer, R.G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234-245.
Liu, S., Huang, J.C., ＆ Brown, G.L. (1998). Information and risk perception: A dynamic adjustment process. Risk analysis, 18(6), 689-699.
Lovelock, C. (2008). Services marketing people, technology, strategy. India: Pearson Education.
Lumpkin, J.R., Greenberg, B.A., ＆ Goldstucker, J.L. (1985). Marketplace needs of the elderly: Determinant attributes and store choice. Journal of Retailing, 61(2), 75.
Mano, H., ＆ Oliver, R.L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer Research, 20(3), 451-466.
Meyer, Thomas J, Miller, Mark L, Metzger, Richard L, ＆ Borkovec, Thomas D. (1990). Development and validation of the Penn State worry questionnaire. Behaviour research and therapy, 28(6), 487-495.
Mishra, D.P., Heide, J.B., ＆ Cort, S.G. (1998). Information asymmetry and levels of agency relationships. Journal of Marketing Research, 35(3), 277-295.
Monroe, K.B. (1973). Buyers' subjective perceptions of price. Journal of Marketing Research, 10(1), 70-80.
Mowen, J.C. (1995). Consumer Behavior. (Vol. 862). New York: Macmillan Publishing Co.
.
Okada, E.M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53.
Oude Ophuis, P.A.M., ＆ Van Trijp, H. (1995). Perceived quality: A market driven and consumer oriented approach. Food Quality and Preference, 6(3), 177-183.
Ouellette, J.A., ＆ Wood, W. (1998). Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior. Psychological Bulletin, 124(1), 54.
Park, C., ＆ Jun, J.K. (2003). A cross-cultural comparison of internet buying behavior: Effects of internet usage, perceived risks, and innovativeness. International Marketing Review, 20(5), 534-553.
Saidi-Mehrabad, M., Noorossana, R., ＆ Shafiee, M. (2010). Modeling and analysis of effective ways for improving the reliability of second-hand products sold with warranty. The International Journal of Advanced Manufacturing Technology, 46(1), 253-265.
Salisbury, W.D., Pearson, R.A., Pearson, A.W., ＆ Miller, D.W. (2001). Perceived security and world wide web purchase intention. Industrial Management ＆ Data Systems, 101(4), 165-177.
Samli, A.C., Kelly, J.P., ＆ Hunt, H.K. (1998). Improving the retail performance by contrasting management-and customer-perceived store images: A diagnostic tool for corrective action. Journal of Business Research, 43(1), 27-38.
Santillán, D., Schuler, S., Anh, H.T., Minh, T.H., ＆ Mai, B.T.T. (2002). Limited equality: Contradictory ideas about gender and the implications for reproductive health in rural Vietnam. Journal of Health Management, 4(2), 251-267.
Schindler, R.M. (1989). The excitement of getting a bargain: Some hypotheses concerning the origins and effects of smart-shopper feelings. Advances in Consumer Research, 16(1), 447-453.
Sherry Jr, J.F. (1990). A sociocultural analysis of a midwestern American flea market. Journal of Consumer Research, 17(1), 13-30.
Sheth, J.N., Newman, B.I., ＆ Gross, B.L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
Shim, S., Eastlick, M.A., Lotz, S.L., ＆ Warrington, P. (2001). An online repurchase intentions model: The role of intention to search: Best overall paper award. Paper presented at the Sixth Triennial AMS/ACRA Retailing, USA.
Shinkuma, T., ＆ Huong, N.T.M. (2009). The flow of E-waste material in the Asian region and a reconsideration of international trade policies on E-waste. Environmental Impact Assessment Review, 29(1), 25-31.
Shulman, J.D., ＆ Coughlan, A.T. (2007). Used goods, not used bads: Profitable secondary market sales for a durable goods channel. Quantitative Marketing and Economics, 5(2), 191-210.
Terazono, A., Murakami, S., Abe, N., Inanc, B., Moriguchi, Y., Sakai, S., . . . Yang, J. (2006). Current status and research on E-waste issues in Asia. Journal of Material Cycles and Waste Management, 8(1), 1-12.
Tesser, A., ＆ Shaffer, D.R. (1990). Attitudes and attitude change. Annual Review of Psychology, 41(1), 479-523.
Thomas, V.M. (2003). Demand and dematerialization impacts of second-hand markets. Journal of Industrial Ecology, 7(2), 65-78.
Tom, G., Garibaldi, B., Zeng, Y., ＆ Pilcher, J. (1998). Consumer demand for counterfeit goods. Psychology ＆ Marketing, 15(5), 405-421.
Triandis, H.C. (1979). Values, attitudes and interpersonal behavior. Nebraska Symposium on Motivation, 27, 195-259.
Triandis, H.C. (1989). The self and social behavior in differing cultural contexts. Psychological Review, 96(3), 506-520.
Tsiotsou, R. (2005). Perceived quality levels and their relation to involvement, satisfaction, and purchase intentions. Marketing Bulletin, 16(4), 1-10.
Van der Heijden, H., Verhagen, T., ＆ Creemers, M. (2003). Understanding online purchase intentions: Contributions from technology and trust perspectives. European Journal of Information Systems, 12(1), 41-48.
Voss, K.E., Spangenberg, E.R., ＆ Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320.
Wang, F., Zhang, H., Zang, H., ＆ Ouyang, M. (2005). Purchasing pirated software: An initial examination of Chinese consumers. Journal of Consumer Marketing, 22(6), 340-351.
Watson, A.E., Roggenbuck, J.W., ＆ Williams, D.R. (1991). The influence of past experience on wilderness choice. Journal of Leisure Research, 23(1), 21-36.
Watson, M. (2008). A review of literature and research on public attitudes, perceptions and behaviour relating to remanufactured, repaired and reused products. Sheffield: University of Sheffield.
Wertenbroch, K., ＆ Dhar, R. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71.
Williams, C.C., ＆ Windebank, J. (2000). Beyond formal retailing and consumer services: An examination of how households acquire goods and services. Journal of Retailing and Consumer Services, 7(3), 129-136.
Winer, R.S. (1986). A reference price model of brand choice for frequently purchased products. Journal of Consumer Research, 13(2), 250-256.
Woodside, A. (1998). Territorial order and collective-identity tensions in Confucian Asia: China, Vietnam, Korea. Daedalus, 127(3), 191-220.
Wu, W., Lin, B., ＆ Cheng, C.F. (2009). Evaluating online auction strategy: A theoretical model and empirical exploration. Journal of Computer Information Systems, 49(3), 22-30.
Yeh, J.C., Hsiao, K.L., ＆ Yang, W.N. (2012). A study of purchasing behavior in Taiwan's online auction websites: Effects of uncertainty and gender differences. Internet Research, 22(1), 98-115.
Yoo, B., ＆ Lee, S.H. (2009). Buy genuine luxury fashion products or counterfeits. Advances in Consumer Research, 36(1), 280-228.
Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22.
Zeithaml, V.A., Berry, L.L., ＆ Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, 60(2), 31-46.