臺灣博碩士論文加值系統

近年在金融風暴的影響下，民眾在經濟上有所節制，而交換此一行為幫助民眾在不花錢購買新品的情況下，以既有物品換得所需的物品。而在資訊發達的現代，網路的發達更加速了交換機制的發展。

　　本研究旨在探討在促進交換的過程中，換家心中的知覺折舊、產品稀有性、交換參考價格、知覺交易成本與心理溢價等感受，並透過不同產品來源國的物品是否會影響換家的交換意願，並且探討變項間關係。研究範圍以台灣地區為主的換物者對中國與日本兩國之來源國為主要研究對象，利用環島鐵路抽樣法進行問卷的發放，共計發放400份，有效問卷為346份，問卷回收率分別為86.5%。

　　二手商品經由時間的耗損後，經由線上交換的行為能夠替換家換得更大的價值，而越是稀奇珍貴的商品其交換的價值就越高，在交換行為產生前，必須經過一段評估，包含整體交易成本多寡與交換物參考價格的高低，這些都會影響交換交易的成功與否，這些研究結果與購後處置中的交換行為有極大相關。

　In recent years, people practice economy under the influence of the financial turmoil. The exchange behavior helps people get necessary items through exchanging existing items without spending money to buy new ones. In the modern when information is developed, the common network further accelerates the development of the exchange mechanism. The purpose of this study is to explore the feelings in the minds of barterers, such as perceptual depreciation, product rarity, exchange reference prices, perceived transaction costs, psychological premium, etc., if exchange willingness of barterers is affected through exchanging items from different product source countries, and the relation among variables. The main object of this study is for barterers in Taiwan exchanging from China and Japan. 400 questionnaires were issued in the use of the island railway sampling and 346 valid questionnaires were collected, the response rate being 86.5%.
　　Second-hand goods with depletion can replace a greater value for barterers through the online exchange behavior. The rarer and more precious the commodities are, the higher their exchange value would be. It is necessary to go through a period of assessment before the exchange behavior generates, including the amount of overall transaction costs and the reference price of exchanged commodities which affect the success of exchange transactions. These research results are greatly related to the exchange behavior after purchase.

Chapter

Chapter 1 Introduction　 　　1
1.1 Research Background and Motivation 　 　 　1
1.2 Research Purpose　　　　　　　　　　 　　3
1.3 Research Importance　　 4

Chapter 2 Literature review and hypothesis derivation　 5
2.1 Second-hand goods 　　　　　　　 　 　5
2.2 Swap 　　 　　8
2.3 Perceptual depreciation 　　 　 10
2.4 Product rarity 　 　 　　12
2.5 Exchange reference prices 　　 　　15
2.6 Perceived transaction costs 　　18
2.7 Psychological premium　　 22
2.8 Exchange willingness 　　 23

Chapter 3 Research Method 25
3.1 Research framework　 　25
3.2 Hypotheses　 　25
3.3 Definition and measurement items of research variablesn
　26
3.4 Questionnaire design process and the sampling method
　30
3.5 The implementation of the pre-test and reliability and validity analysis 　30

Chapter 4 Data analysis results 40
4.1 Sample description 40
4.2 Validity analysis for the formal questionnaire 　 41
4.3 Mode assessment and hypothesis validation　 43

Chapter 5 Conclusions and recommendations 　48
5.1 Archives of hypothesis testing 48
5.2 Conclusions 49
5.3 Management implications 50
5.4 Research limitations and follow-up study suggests　 51

References
Chinese 53
English 54

Annex – Questionnaire 58

Figures

1. Figure 3-1 Hypotheses compiling 　 25
2. Figure 4-1 Study path coefficient diagram 　47

Tables

1. Table 2-1 Type of perceptual depreciation 12
2. Table 2-2 Literatures related to resale reference prices 　15
3. Table 3-1 Hypotheses compiling 　 25
4. Table 3-2 Measurement questions for perceptual depreciation 26
5. Table 3-3 Measurement questions for product rarity 27
6. Table 3-4 Measurement questions for exchange reference prices 28
7. Table 3-5 Measurement questions for perceived transaction costs
28
8. Table 3-6 Measurement question items for psychological premium
29
9. Table 3-7 Measurement question items for exchange willingness
29
10. Table 3-8 The pre-test sample structure in this study 32
11. Table 3-9 Pre- test reliability analysis 33
12. Table 3-10 Factor loadings 36
13. Table 3-11 Composition matrix after revolving axis 38
14. Table 4-1 Formal questionnaire sample description 40
15. Table 4-2 Analysis results of relevant matrix, reliability
and validity 42
16. Table 4-3 Fitness judgment standard of the overall model. 44
17. Table 4-4 Study path coefficients 46
18. Table 5-1 Research hypothesis compiled 48

Chinese

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2. 欒斌，羅凱楊(1999)，電子商務，國立台灣科技大學管理學院電子商務研究中心策劃，台北：滄海書局。
3. 李元恕、王佳綾(2003)，語意線索的價格促銷建構方式對消費者認知與購買意圖的影響。大葉學報，第12卷，第2期，頁45-54。
4. 江明樺(2006)，旅行社從業人員涉入程度、滿意度與再購意願關係之研究─以旅遊網站為例，朝陽科技大學休閒事業管理系碩士論文。
5. 朱訓麒、廖淑伶(2008)，消費者網路轉售行為之概念、分類與模型之研究，管理評論，27卷2，頁71-91。
6. 張重昭、周宇貞、張心馨(2006)，促銷價格標示方式與內部參考價格對消費者行為之影響」，管理學報，第23卷第2期，民國95年，頁209-226。
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8. 莊懿妃、蔡義清、簡鈴真(2005)，行動電話使用者之價格門檻分析－間斷選擇模式之應用，企業管理學報，67期，頁137-161。
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10. 邢姍姍(2005)，唯物主義、符碼式消費與衝動性購買之關聯性分析。靜宜大學企業管理研究所碩士論文。
11. 張耀銘(2004)，企業文化與企業倫理價值對於成員與組織配適度及倫理之決影響。私立逢甲大學企業管理學系碩士班之碩士論文。
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1. http://www.e1515.com.tw/。
e1515 exchange network
2. http://exchange.kijiji.com.tw/。
Kijiji barter exchange network
3. http://www.1517.com.tw/。
1517 information exchange platform
4. http://tw.myblog.yahoo.com/internet-secondhand/。
The second-hand clothing exchange store (http://tw.myblog.yahoo.com/internet-secondhand/)