跳到主要內容

臺灣博碩士論文加值系統

(75.101.211.110) 您好!臺灣時間:2022/01/26 12:25
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:渥頓
研究生(外文):Clyde A. Warden
論文名稱:網站核心購物介面成份在線上購物時之相對重要性:聯合分析研究
論文名稱(外文):ONLINE SHOPPING’S VITAL INTERFACE COMPONENTS AND THEIR RELATIVE IMPORTANCE IN ONLINE SHOPPING TASKS: A CONJOINT APPROACH
指導教授:吳萬益吳萬益引用關係蔡東峻蔡東峻引用關係
指導教授(外文):Wann-Yih WuDungchun Tsai
學位類別:博士
校院名稱:國立成功大學
系所名稱:企業管理學系
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:2002
畢業學年度:90
語文別:中文
論文頁數:106
中文關鍵詞:線上行銷介面成份線上購物ELM思考可能性模式網站電子商務聯合分析
外文關鍵詞:Online MarketingInterface ComponentsOnline ShoppingELMElaboration Likelihood ModelWeb SiteElectronic CommerceConjoint Analysis
相關次數:
  • 被引用被引用:1
  • 點閱點閱:3072
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:7
線上消費者對嵌於網站購物介面成份之解讀及重視情形之實證探討賦予可能性來增進了解線上消費者行為,並進而應用於以消費者為導向的網站設計決定之參考依據。鑑於介面成份阻礙或協助消費者對線上行銷訊息的認知之相關研究文獻尚少,本論文研究分析核心購物介面成份在線上購物時之相對重要性及在思考可能性模式中之說服的中心路線及說服的周邊路線所扮演的角色。本研究探討網路購物之重要及相關因素後,發現便利性、資訊流及安全信任度為線上購物之核心成份。本研究再應用虛擬線上購物情境進行上述各核心成份之實證研究,結果顯示受試者深思地考慮(說服的中心路線)有關購物旅程之極少化、資訊流及信用卡被盜刷之防護措施問題。本研究還發現省時者、資訊搜尋者及一般瀏覽者三種不同區隔的受試者對線上購物核心成份有不同的特定偏重選擇。本研究並建構網路行銷訊息、購物介面成份在說服的中心路線或說服的周邊路線所扮演的角色及界面成份在三種不同線上消費區隔的相對重要性之敘述模型。
Empirical exploration of how online consumers interpret and value the marketing communication embedded in shopping interface components has the potential to advance knowledge of online consumer behavior and to inform design decisions concerning consumer-oriented Web sites. To date, little research has been completed regarding how interface components hinder or aid consumer perceptions of the online marketing message. This dissertation investigates the relative importance of online shopping interface components for online consumer shopping tasks and the role they play within the context of the Elaboration Likelihood Model’s central and peripheral routes of persuasion. The important and relative issues surrounding online shopping were explored, finding the core components of convenience, access to information, and trust. These components were then implemented in an online shopping task. Respondents considered thoughtfully (central route) marketing messages that involved issues of minimizing travel, information access, and fraud protection. The specific preference of respondents for each of these components was found to differ depending on three market segments: time savers, information seekers, and general surfers. A descriptive model of Web-based marketing messages, their roles in the central or peripheral route, and their relative importance to the three online consumer segments was developed.
CHAPTER 1
INTRODUCTION 1
DISSERTATION ORGANIZATION 2
CHAPTER 2
STUDY 1: COMPONENTS OF ONLINE SHOPPING 5
ATTITUDE TOWARD THE WEB SITE 5
Thoughtfulness in Using the Web 6
Elaboration of Message 7
Interface Components 8
Attitude Direction 8
Research Questions 9
METHODOLOGY 11
Procedure 13
Subjects 15
Email Draw 15
Description of Respondents 15
RESULTS AND DISCUSSION 16
Purified Factors 17
Convenience Factor 18
Access Factor 19
Trust Factor 19
CAT Emphasis 19
CHAPTER 3
STUDY 2: RELATIVE VALUE OF COMPONENTS IN ONLINE SHOPPING 21
Convenience 21
Access to Information 23
Trust 26
METHODOLOGY 32
Conjoint Analysis 32
Construct Development 32
Confirmatory Factor Analysis 34
Pre-Testing Constructs 35
Shopping Web Site Design 36
Procedure 38
Factorial Design 38
Orthogonal Design 39
Experiment Stages 39
Informed Consent 42
Task Explanation (Cover Story) 43
Search Portal Design 44
Product Search 45
Product Result 46
Security Guaranty 48
Checkout 49
Conjoint Profile Scoring 51
Personal Data 52
Conjoint Analysis 53
Subjects 54
RESULTS AND DISCUSSION 56
Conjoint Values 57
ANOVA Analysis 61
Manipulation Check 63
Segmentation 65
Conjoint Simulators 72
Change in Share 75
CHAPTER 4
CONCLUSIONS & IMPLICATIONS 78
INCREASED OBJECTIVITY 78
COST/BENEFIT ANALYSIS 79
COMBINING COMPONENTS THROUGH INTERACTION 79
MAXIMIZED INTERFACE COMPONENT COMBINATION 80
ROLE OF CAT IN ELM 81
Convenience Results 84
Access Results 84
Trust Results 84
CAT Online Shopping Model 85
CONCLUSION 86
LIMITATIONS 87
FUTURE RESEARCH 88
Representing Interactivity 88
Predicting Attribute Preferences 89
Convenience, Access, Trust Relationships 89
BIBLIOGRAPHY 91
APPENDIXES 99
APPENDIX A--EXAMPLES OF REAL-WORLD IMPLEMENTATION OF
CAT DESIGN COMPONENTS 100
Achrol, R. S., & Kotler, P. (1999). Marketing in the network economy. Journal of Marketing, 63, 146-163.
Addelman, S. (1962). Orthogonal main-effect plans for asymmetrical factorial experiments. Technometrics, 4 (1), 2146.
Alba, J., Lynch, J., Weitz, B., & Janiszewski, C. (1997). Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of Marketing, 61 (3), 38-53.
Arbuckle, J. L., & Wothke, W. (1999). Amos 4.0 User’s Guide. Chicago, IL: SmallWaters Corporation.
Asfaw, T., Karunanayake, K., Mehta, M., Parnaik, A., Shah, A., & Targett, D. (2001). E-commerce progress: International comparisons. European Business Journal, 13 (2), 90-97.
Bellman, S., Lohse, G. L., & Johnson, E. J. (1999). Predictors of online buying behavior. Communications of the ACM, 42 (12), 32-38.
Benassi, P. (1999). TRUSTe: An online privacy seal program. Communications of the ACM, 42 (2), 56-57.
Benjamin, R., & Wigand, R. (1995). Electronic markets and virtual value chains on the information superhighway. Sloan Management Review, 36 (2), 62-72.
Bezjian-Avery, A., Calder, B., & Iacobucci, D. (1998). New media interactive advertising vs. traditional advertising. Journal of Advertising Research, 38 (4), 23-32.
Bhatnagar, A., Misra, S., & Rao, H. R. (2000). On risk, convenience, and Internet shopping behavior. Communications of the ACM, 43 (11), 98-105.
Bruner, G. C. II, & Kumar, A. (2000). Web commercials and advertising hierarchy-of-effects. Journal of Advertising Research, 40 (1/2), 35-42.
Burke, R. R. (1997). Do you see what I see? The future of virtual shopping. Academy of Marketing Science, 25 (4), 352-360.
Burke, R. R. (1998). Real shopping in a virtual store. In S. P. Bradley, & R. L. Nolan (Eds.), Sense and Respond: Capturing the Value in the Network Era.. Boston: Harvard Business School.
Burton, S., & Lichtenstein, D. (1988). The effect of ad claims and ad context on attitude toward the advertisement. Journal of Advertising, 17 (Spring), 3-11.
Carroll, J. D., & Green, P. E. (1995). Psychometric methods in marketing research: Part I, conjoint analysis. Journal of Marketing Research, 32 (4), 385-391.
Cassell, J., Bickmore, T. (2000). External manifestations of trustworthiness in the interface. Communications of the ACM, 43 (12), 50-56.
Cattin, P., & Wittink, D. R. (1982). Commercial use of conjoint analysis: A survey. Journal of Marketing, 46 (3), 44-53.
Celuch, K. G., & Slama, M. (1995). Cognitive and affective components of Aad in a low motivation processing set. Psychology and Marketing, 12 (January), 123 133.
Cho, C. (1999). How advertising works on the WWW: Modified elaboration likelihood model. Journal of Current Research in Advertising, 27 (1), 33-50.
Clarke, R. (1999). Internet privacy concerns confirm the case for intervention. Communications of the ACM, 42 (2), 60-67.
Cox, D. F. & Rich, S. U. (1964). Perceived risk and consumer decision making-the case of telephone shopping. Journal of Marketing Research, 1 (November), 32-39.
Culnan, M. J. (1993). How did they get my name?: An exploratory investigation of consumer attitudes toward secondary information use. MIS Quarterly, 17 (3), 341-64.
Culnan, M. J. (1995). Consumer awareness of name removal procedures: Implications for direct marketing. Journal of Direct Marketing, 9 (2), 10-19.
D''Angelo, J., & Twining, J. (2000). Comprehension by clicks: D''Angelo standard for Web page design, and time, comprehension, and preference. Information Technology and Libraries, 19 (3), 125-135.
DMA (2001). The DMA state of the catalog/interactive industry report. Retrieved December 10, 2001, from http://www.the-dma.org/library/publications/stateofthecatalogexecutivesummary.shtml
Duncan, T. & Moriarty, S. E. (1998). A communication-based marketing model for managing relationships. Journal of Marketing, 62 (2), 1-13.
Eisner, Jett, & Korn (2001). Web-based periodicals as an emerging cultural form: Incumbent and newcomer producers in the early stages of industry evolution. International Journal of Electronic Commerce, 5 (2), 75-93.
Ernst & Young (2000). Global online retailing: A special report. Retrieved August 15, 2000, from http://www.ey.com/GLOBAL/gcr.nsf/International/Global_Online_Retailing_-_RCP.
Find (2001). Focus on Internet news & data, Institute for information industry. Retrieved September 15, 2001, from http://www.find.org.tw/.
Fischman, M. W. (2000). Informed consent. In S. D. Sales, & S. Folkman (Eds.), Ethics in Research with Human Participants (pp. 35-48). Washington, D.C.: American Psychological Association.
Fukuyama, F. (1995). Trust: The Social Virtues and the Creation of Prosperity. New York, NY: The Free Press.
Fukuyama, F. (1999). The Great Disruption: Human Nature and the Reconstruction of Social Order. New York, NY: The Free Press.
Ginzboorg, P. (2000). Seven comments on charging and billing. Communications of the ACM, 43 (11), 89-92.
Green, E. J. (1999). We need to think straight about electronic payments. Journal of Money, 31 (3), 668-670.
Green, P. E., & Krieger, A. M. (1991). Segmenting markets with conjoint analysis. Journal of Marketing, 55 (4), 20-31.
Green, P. E., & Rao, V. (1971). Conjoint measurement for quantifying judgmental data. Journal of Marketing Research, 8 (3), 355-3.
Green, P. E., & Srinivasan, V. (1978). Conjoint analysis in consumer research: Issues and outlook. Journal of Consumer Research, 5 (September), 103-123.
Green, P. E., & Srinivasan, V. (1990). Conjoint analysis in marketing: New developments with implications for research and practice. Journal of Marketing, 54 (4), 3-19.
Green, P. E., Krieger, A. M., & Wind, Y. (2001). Thirty years of conjoint analysis: Reflections and prospects. Interfaces, 31, (3), S56-S73.
Green, R. T., & White, P. D. (1976). Methodological considerations in cross-national consumer research. Journal of International Business Studies, 7 (Fall/Winter) 81-87.
Greenwald, A. G. (1968). Cognitive learning, cognitive response to persuasion, and attitude change. In A. G. Greenwald, T. C. Brock, & T. M. Ostrom (Eds.), Psychological foundations of attitudes. New York: Academic Press.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice-Hall.
Hoffman, D. L., & Novak, T. P. (1997). A new marketing paradigm for electronic commerce. The Information Society, 13 (I), 43-54.
Hoffman, D. L., Novak, T. P. & Peralta, M. (1999). Building consumer trust online. Communications of the ACM, 42 (4), 80-85.
Hoque, A. Y., & Lohse, G. L. (1999). An information search cost perspective for designing interfaces for electronic commerce. Journal of Marketing Research, 36 (3), 387-394.
Huang, M. (2000). Information load: Its relationship to online exploratory and shopping behavior. International Journal of Information Management, 20, (5), 337-347.
Hunt, S. D. (1991). Modern Marketing Theory: Critical Issues in the Philosophy of Marketing Science. Cincinnati, Ohio: South-Western.
Jasper, C. R., & Lan, P. R. (1992). Apparel catalog patronage: Demographic, lifestyle and motivational factors. Psychology & Marketing, 9 (July-August), 275-296.
Jones, S., Wilikens, M., Morris, P., & Masera, M. (2000). Trust requirements in e- business. Communications of the ACM, 43 (12), 80-87.
Keeney, R. L. (1999). The value of Internet commerce to the customer, Management Science, 45 (4), 533-542.
Klos, M. F. (1998). The challenges in a changing catalog business: Selling promotional products through the mail. Direct Marketing, 60 (12), 23-27.
Kobayashi, M., & Takeda, K. (2000). Information retrieval on the Web. ACM Computing Surveys, 32 (2), 144-173.
La Ferle, C., Edwards, S. M., & Lee, W. (2000). Teens’ use of traditional media and the Internet. Journal of Advertising Research, 40 (3), 55-65.
Liebmann, L. (2000). Help for building sticky Web sites. Informationweek, 815, 158-164.
Lohse, G. L., & Spiller, P. (1998). Electronic shopping. Communications of the ACM, 41 (7), 81-87.
Lynch, J. G., & Ariely, D. (2000). Wine online: Search costs affect competition on price, quality, and distribution. Marketing Science, 19 (1), 83-103.
Lynch, P. D., Kent, R. J., & Srinivasan, S. S. (2001). The global Internet shopper: Evidence from shopping tasks in twelve countries. Journal of Advertising Research, 41 (3), 15-23.
McCusker, J. J., & Menard, R. R. (1991). The Economy of British America, 1607-1789. Chapel Hill: The University of North Carolina Press.
Middlekauff, R. (1982). The Glorious Cause: The American Revolution, 1763-1789. New York: Oxford University Press.
Miller, T. W., & Dickson, P. R. (2001). On-line market research. International Journal of Electronic Commerce,Volume, 5 (3), 139-67.
Milne, G. R. (1997). Consumer participation in mailing lists: A field experiment. Journal of Public Policy & Marketing, 16 (2), 298-309.
Miniard, P. W., Bhatla, S., & Rose, R. L. (1990). On the formation relationship of ad and brand attitudes: An experimental and causal analysis. Journal of Marketing Research, 27 (November), 290-303.
Mitchell, Lori (2000). E-cash aims to ease security- and privacy-concerned shoppers. InfoWorld, 22 (42), 102.
Miyazaki, A. D., & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. The Journal of Consumer Affairs, 35 (1), 27-44.
Moe, W. W., & Fader, P. S. (2001). Uncovering patterns in cybershopping. California Management Review, 43 (4), 106-117.
Murphy, J. (1999). Surfers and searchers: An examination of Web-site visitors’ clicking behavior. Cornell Hotel and Restaurant Administration Quarterly, 40 (April), 84-95.
Nielsen, J. (2000). Designing Web Usability: The Practice of Simplicity. U.S.A.: New Riders Publishing.
Nielsen, J., & Norman, D. A. (2000a). Usability on the Web isn’t a luxury. Informationweek, 773, 65-71.
Nielsen, J., & Norman, D. A. (2000b). Get the right answers from testing. InformationWeek, 773, 72.
Nielsen, J., & Tahir, M. (2001). Building sites with depth. Web Techniques, 6 (2), 46-49.
Nowak, G. J., & Phelps, J. (1992). Understanding privacy concerns: An assessment of consumers’ information-related knowledge and beliefs. Journal of Direct Marketing, 6 (4), 28-39.
Nowak, G. J., & Phelps, J. (1995). Direct marketing and the use of individual-level consumer information: Determining how and when “privacy” matters. Journal of Direct Marketing, 9 (3), 46-60.
Nowak, G. J., & Phelps, J. (1997). Direct marketing and the use of individual-level consumer information: Determining how and when “privacy” matters. Journal of Interactive Marketing, 11 (4), 94-108.
Olson, J. S., & Olson, G. M. (2000). i2i trust in e-commerce. Communications of the ACM, 43 (12), 41-43.
Oppermann, M. (1995). E-mail surveys-Potentials and pitfalls. Marketing Research, 7 (3), 28-33.
Orme, B., & Huber, J. (2000). Improving the value of conjoint simulations. Marketing Research. 12 (4), 12-20.
PC Magazine (2000). The top 100 Web sites. Retrieved December 10, 2001, from http://www.zdnet.com/products/stories/reviews/0,4161,2394453,00.html
Peterson, R. A., Albaum, G., & Ridgway, N. M. (1989). Consumers who buy from direct sales companies. Journal of Retailing, 65 (summer), 273-286.
Petty, R. E., & Brock, J. C. (1981). Thought disruption and persuasion: Assessing the validity of attitude change experiments. In R. E. Petty, T. M. Ostrom, & T. C. Brock (Eds.), Cognitive responses in persuasion. Hillsdale, NJ: Erlbaum.
Petty, R. E., & Cacioppo, J. T. (1996). Attitudes and Persuasion: Classic and Contemporary Approaches. Boulder, CO: Westview Press.
Petty, R. E., & Cacioppo, J. T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York: Springer-Verlag.
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10 (September), 135-146.
Ratchford, B. T., Talukdar, D., & Lee, M. (2001). A Model of consumer choice of the Internet as an information source. International Journal of Electronic Commerce, 5 (3), 7-21.
Reichheld, F. F, Markey, R. G. Jr, & Hopton, C. (2000). E-customer loyalty-applying the traditional rules of business for online success. European Business Journal, 12 (4), 134-139.
Satzinger, J. W., & Olfman, L. (1998). User interface consistency across end-user applications: The effects on mental models. Journal of Management Information Systems, 14 (4), 167-193.
Schoder, D., & Pai, Y. (2000). Building firm trust online. Communications of the ACM, 43 (12), 73-79.
Sefton, D. (2000). Daily Web surfing now the norm. USA Today (June 7). Retrieved December 5, 2001, from http://www.usatoday.com/life/cyber/tech/cth591.htm.
Simon, S. J. (2001). The impact of culture and gender on Web sites: An empirical study. Database for Advances in Information Systems, 32 (1), 18-37.
Simpson, L., & Lakner, H. B. (1993). Perceived Risk and Mail Order Shopping for Apparel. Journal of Consumer Studies and Home Economics, 17, 377-398.
Singh, S. N., & Dalal, N. P. (1999). Web home pages as advertisements. Communications of the ACM, 42 (8), 91-98.
Spence, H., E., Engel, J. F., & Blackwell, R. D. (1970). Perceived risk in mail-order and retail store buying. Journal of Marketing Research, 8 (August), 364-369.
Stevenson, J., Bruner, G. C. II, & Kumar, A. (2000). Webpage background and viewer attitudes. Journal of Advertising Research, 40 (1/2), 29-34.
Tan, S. J. (1999). Strategies for reducing consumers’ risk aversion in Internet shopping. Journal of Consumer Marketing, 16 (2), 163-180.
Tesser, A. (1978). Self-generated attitude change. Advances in Experimental Social Psychology, 11, 289-338.
Tse, A. C. B. (1995). Comparing two methods of sending out questionnaires: E-mail versus mail. Journal of the Market Research Society, 37 (4), 441-446.
Tse, A. C. B. (1998). Comparing the response rate, response speed and response quality of two methods of sending questionnaires: E-mail vs. mail. Journal of the Market Research Society, 40 (4), 353-362.
Underhill, P. (1999). Why We Buy: The Science of Shopping. New York: Simon & Schuster.
Verton, D. (2001). Identity thefts increase, but few occur online. Retrieved November 15, 2001, from http://www.cnn.com/2001/TECH/industry/02/13/identity.thefts.idg/index.html.
Volokh, E. (2000). Personalization and privacy. Communications of the ACM, 43 (8), 84-88.
Watson, R., Zinkhan, G., & Pitt, L. (2000). Integrated Internet marketing. Communications of the ACM, 43 (6), 97-102.
Weible, R., & Wallace, J. (1998). Cyber research: The impact of the Internet on data collection. Marketing Research, 10 (3), 19-24.
Witkowski, T. H. (1989). Colonial consumers in revolt: Buyer values and behavior. Journal of Consumer Research, 16 (2), 216-226.
Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control, and fun. California Management Review, 43 (2), 34-55.
Wood, S. L. (2001). Remote purchase environments: The influence of return policy leniency on two- stage decision processes. Journal of Marketing Research, 38 (2), 157-169.
YamWeb Frontier Foundation (1999). Survey Results. Retrieved November 5, 2001, from http://survey.yam.com.tw/99/99result.htm.
Zufryden, F. (2000). New film Website promotion and box-office performance. Journal of Advertising Research, 40 (1/2), 55-64.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top