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研究生:莊芳瑛
研究生(外文):Fang-Ying Chuang
論文名稱:電子商務品牌聯盟對網路購物知覺風險的影響
論文名稱(外文):The Influence of Brand Alliance in E-Commerce on Customer''s Perceived Risk
指導教授:葉明義葉明義引用關係
指導教授(外文):Ming-Yih Yeh
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2001
畢業學年度:89
語文別:中文
論文頁數:47
中文關鍵詞:電子商務品牌權益品牌聯盟知覺風險
外文關鍵詞:Electronic CommerceBrand EquityBrand AlliancePerceived Risk
相關次數:
  • 被引用被引用:14
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  • 收藏至我的研究室書目清單書目收藏:4
消費者在網路購物所感受到的知覺風險,為影響消費者在網路購物意願的重要變數。由於品牌權益能有效降低消費者的知覺風險,使得品牌在電子商務中的重要性日益受到重視。製造商如欲在第三者設立的電子商店販售商品,應考量下列問題:公司選擇合夥對象的品牌與本身的品牌是否合適?聯盟對象是否對其品牌權益有所助益?與電子商店品牌聯盟對消費者在網路購物知覺風險產生何種影響?是否會因為產品類型的不同而使品牌聯盟對知覺風險的影響產生變化?
本研究建立了品牌聯盟對網路購物知覺風險影響的模型,驗證了品牌適合度會使消費者對品牌聯盟態度有正向的影響;廠商聯盟前的品牌權益與消費者對品牌聯盟的態度此二因素將對聯盟後廠商之品牌權益有正向的影響;電子商店聯盟後的品牌權益高可降低消費者在網路購物所感受到的知覺風險,但製造商聯盟後的品牌權益高卻無此效果。若考慮產品類型的不同,電子商店品牌權益對知覺風險的降低程度上,經驗品大於搜尋品,但製造商品牌權益對知覺風險的降低上,產品類別並無不同。
在品牌適合度方面,製造商與電子商店兩者品牌權益皆低之聯盟,可增加雙方的品牌權益,為雙贏的聯盟;但二品牌權益皆高廠商之聯盟,則無法增加雙方的品牌權益。若聯盟雙方的品牌權益不相當,對高品牌權益廠商聯盟後的品牌權益將有所戕害,對低品牌權益廠商聯盟後品牌權益有所增益。
Perceived risk has a significant status in consumer purchase decision. As a result, the perceived risk is an important factor influencing consumer behavior. Brand equity can efficiently reduce consumers’ perceived risk, so brands are getting more and more important. Manufacturers who want to sell goods on web site should think about some questions: Does the partner’s brand fit in with corporate brand or can aid its brand equity? How would the impact of consumers’ perceived risks when manufacturer allies with electronic store? Will the effect of brand alliance on perceived risk be different by different product category?
This study builds the causal model- the influence of brand alliance toward perceived risk on web site. The model shows that the degree of brand fit will positively affect consumers’ attitude toward the brand alliance. After that, the firms’ brand equity will be positively influenced by two factors which are before alliance brand equity and consumers’ attitude toward brand alliance. Then, consumers’ perceived risk could be decreased by after alliance brand equity of the electronic store. But consumers’ perceived risk couldn’t be significantly reduced by the manufacturers’ brand equity after the brand alliance. Taking product category as a moderator, the decreasing effect which between electronic store’s brand equity and perceived risk toward experience goods will be greater than search goods. However, product category doesn’t have moderating the effect between manufacturer’s brand equity and perceived risk.
When the manufacturer and electronic store both have low brand equity allied, brand alliance can increase their brand equity. However, this relationship does not exist in the firms both have high brand equity allied. If a high brand equity firm allies with a low brand equity firm, the firm’s brand equity will be reduced. In contrast, the firm’s brand equity will be increased when the firm has low brand equity before alliance.
第一章前言………………………………………………………………1
第二章文獻探討…………………………………………………………3
一、電子商務…………………………………………………………3
二、知覺風險…………………………………………………………4
三、品牌權益…………………………………………………………7
四、產品類型…………………………………………………………14
第三章研究方法…………………………………………………………17
一、觀念架構與假說…………………………………………………17
二、研究方法…………………………………………………………18
第四章統計分析…………………………………………………………23
一、LISREL統計原理與模式架構……………………………………23
二、LISREL模式的配適度……………………………………………25
三、本研究之LISREL模型與配適度…………………………………26
四、實證結果…………………………………………………………28
第五章結論與建議………………………………………………………38
參考文獻 ……………………………………………………………………41
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