臺灣博碩士論文加值系統

網際網路已蓬勃發展成為一個龐大的全球市場，可供商品與服務的交易。而當人們在網路跟隨著他人做決定時，會引發網路的從眾行為。本研究旨在探討網路購物銷售量及庫存量對消費者從眾行為的影響。本研究提出三個實驗設計來解釋網路購物的從眾行為：實驗一是使用2（銷售量規模：大/小）× 2（銷售量框架：絕對值/相對值）× 2（品牌熟悉度：熟悉/不熟悉）之實驗設計檢驗網路從眾行為的效果。實驗二是2（庫存量：5單位/無庫存）× 2（品牌熟悉度：熟悉/不熟悉）之實驗設計檢驗網路從眾行為的效果。實驗三則是2（銷售量規模：大/小）× 2（銷售量框架：絕對值/相對值）× 2（時間間隔：長/短）之實驗設計檢驗網路從眾行為的效果。以上實驗合計有 870位參與者，皆為曾有網路購物消費經驗的台灣人。本研究結果顯示，消費者針對於較陌生品牌的產品，其增加之銷售數量若在大規模以絕對值表示；及在小規模以相對值表示，都顯著地正向影響其網路從眾行為。而顯示低庫存量也對消費者的網路從眾行為有顯著的正向影響。最後，短期內增加之銷售數量，不論在大規模以絕對值表示；或在小規模以相對值表示，都顯著地正向影響消費者網路從眾行為。本研究的結果有助於研究人員可以藉由理論的角度，更加了解網路從眾行為所帶來的影響，並對網路購物業者提出幾項建議。

The Internet has developed into a vast global market place for the exchange of goods and services. Online herd behavior occurs when people follow others on the Internet. This study aims to investigate the influence of herd behavior on sales volume and inventory in online shopping. The study involved three experiments that examined herd behavior in online shopping: experiment 1 used a 2 (scale of sales volume framing: large / small) × 2 (sales volume framing: absolute value / relative value) × 2 (brand familiarity: familiar / unfamiliar) design. Online experiment 2 used a 2 (inventory: 5 units / no inventory) × 2 (brand familiarity: familiar / unfamiliar) design. Online experiment 3 used a 2 (scale of sales volume framing: large / small) × 2 (sales volume framing: absolute value / relative value) × 2 (time interval: long / short) design. 870 people from Taiwan with online shopping experience participated in the experiments. The results indicated that when consumers are unfamiliar with a brand, an increase in the sales volume of the target product both at a large scale using absolute values and at a small scale using relative values have significantly positive effects on consumers’ online herd behavior. Moreover, the display of low inventory level has a significant influence on consumer herd behavior in online shopping. At last, an increase in the sales volume of the target product both at a large scale using absolute values and at a small scale using relative values for a short time interval have significantly positive effects on consumers’ online herd behavior. These results of this study could help researchers broaden the understanding of the effects of online herd behavior from a theoretical standpoint and have implications for online stores.

摘要
Abstract
誌謝
Table of contents
List of tables
List of figures
Chapter 1 Introduction
Chapter 2 Literature review and hypotheses
2.1 Online herd behavior
2.2 Scale of sales volume framing
2.3 The framing effect
2.3.1 Sales volume framing
2.4 Brand familiarity
2.5 Inventory
2.6 Time Interval
Chapter 3 Methodology
3.1 Research framework
3.2 Sample
3.3 Experimental design
3.4 Material
3.5 Experimental procedure
3.6 Measurement
3.7 Manipulation checks
Chapter 4 Results
4.1 Experiment 1
4.2 Experiment 2
4.3 Experiment 3
4.4 Summary of hypotheses test
Chapter 5 Conclusions and implications
5.1 Discussion
5.2 Conclusions
5.3 Research implications
5.4 Managerial implications
5.5 Limitations and future research
Reference
Appendix
List of tables
Table 3-1. Background characteristics of respondents (N=870)
Table 3-2. Experiment design 1
Table 3-3. Experiment design 2
Table 3-4. Experiment design 3
Table 3-5. Measurement items of brand familiarity
Table 3-6. Measurement items of online herd behavior
Table 3-7. Pretest questions
Table 3-8. Operational definitions and scenarios of the variables
Table 4-1. Analysis results (ANOVA) of experiment 1
Table 4-2. Interaction effect of sales volume framing at a large scale
Table 4-3. Interaction effect of sales volume framing at a small scale
Table 4-4. Interaction effect between increased sales volume at a large scale using an absolute value and brand familiarity
Table 4-5. Interaction effect between increased sales volume at a small scale using a relative value and brand familiarity
Table 4-6. Analysis results (ANOVA) of experiment 2
Table 4-7. Interaction effect of low inventory level
Table 4-8. Interaction effect between inventory and brand familiarity
Table 4-9. Analysis results (ANOVA) of experiment 3
Table 4-10. Interaction effect between increased sales volume at a large scale using an absolute value and time interval
Table 4-11. Interaction effect between increased sales volume at a small scale using a relative value and time interval
Table 4-12. Summary of hypotheses test
List of figures
Figure 3-1. Research framework 1
Figure 3-2. Research framework 2
Figure 3-3. Research framework 3
Figure 4-1. Interaction effect between scale of sales volume framing and sales volume framing
Figure 4-2. Interaction effect between scale of sales volume framing, sales volume framing and brand familiarity
Figure 4-3. Interaction effect of low inventory level
Figure 4-4. Interaction effect between inventory and brand familiarity
Figure 4-5. Interaction effect between scale of sales volume framing, sales volume framing and time interval

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