臺灣博碩士論文加值系統

網路拍賣為最近最熱門的一種網路購物行為，其方式是由各大拍賣網站，例：eBay、yahoo等網站招攬許多會員，由會員上網去拍賣自己的商品，再由眾多買家去進行搶購。
本研究所探討的網路購物行為則是另一種近期在各大BBS以及網站都能看到的網路合購行為模式，這是由BBS或網站上的主購，發起各種商品的購買，徵求其餘的想要購買這些商品的買家進行合購。
以問卷調查的方式，針對大高雄地區民眾以及國內目前知名BBS站台-「PTT台大實業坊」的「高雄板」徵求有過網路合購經驗的民眾作為研究對象，探討消費者的知覺價格、知覺品質及顧客滿意度之間相互影響的關係以決定影響再購意願之因素。
本研究以敘述性統計分析、信度分析、Pearson 相關分析、迴歸分析等統計方法進行資料分析，以釐清各影響因素間的關係，最後給予網路合購供應商、合購網站和消費者建議。

The most popular online auction of a recent online shopping behavior, manner by the major auction sites,
eg: eBay, yahoo other sites to recruit many members, from members of the Internet to auction their goods, carried out by the large number of buyers to buy.
This study of online shopping behavior is another recent major BBS and website can see the online group buying behavior. This is the main BBS or website purchase, initiated the purchase of various goods and seek the rest of the buyers want to buy these goods were bought together.
This study will survey the way people in the Greater Kaohsiung area, and our country well-known BBS site-"PTT NTU Industry Square" and "Kaohsiung board" to seek merger and acquisition experience had a network of people as research subjects of consumer the perceived price, perceived quality and customer satisfaction relationship between the interaction in order to determine the factors affecting repurchase intentions.
In this study, statistical analysis, reliability analysis, Pearson correlation analysis, regression analysis to analyze the data in order to clarify the relationship between various factors, and finally to co-purchase network providers, co-purchase Web site and consumer recommendations.

謝誌i
摘要ii
Abstract iii
目錄iv
表目錄vii
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
第三節 研究範圍及對象4
第四節 研究限制5
第五節 研究流程6
第二章 文獻探討7
第一節 網路團體合購7
第二節 知覺品質的定義10
第三節 價格資訊12
第四節 顧客滿意度15
第五節 再購意願17
第三章 研究方法19
第一節 研究架構19
第二節 研究變數與定義20
第三節 變數衡量方法23
第四節 研究假設25
第五節 資料分析方法27
第六節 資料蒐集與研究方法29
第四章 資料分析與結果34
第一節 敘述統計34
第二節 Person相關分析37
第三節 簡單迴歸分析38
第四節 複迴歸分析41
第五章 結論與建議43
第一節 結論43
第二節 建議45
第三節 後續研究建議47
參考文獻48
中文部分48
英文部分49
附錄一、問卷53
附錄二、研討會文章57
表2-1 網路團體合購模式分類架構表8
表2-2 顧客滿意度定義彙整表15
表3-1 知覺價格之定義與衡量方式20
表3-2 相關分析表28
表3-3 各構面之信度30
表3-4 知覺價格之因素分析31
表3-5 知覺品質之因素分析31
表3-6 顧客滿意度之因素分析32
表3-7 再購意願之因素分析32
表4-1 樣本結構分析表34
表4-2 相關分析表37
表4-3 知覺價格對顧客滿意度之迴歸分析表38
表4-4 知覺價格對知覺品質之迴歸分析表39
表4-5 知覺品質對顧客滿意度之迴歸分析表39
表4-6 知覺價格、知覺品質、顧客滿意度對再購意願之複迴歸分析41
圖1-1 研究流程圖6
圖3-1 研究架構圖19
圖4-1 路徑圖42

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