(3.235.25.169) 您好!臺灣時間:2021/04/20 03:24
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:陳俊憲
研究生(外文):Chun-Hsien Chen
論文名稱:線上集體購物模式績效之研究
論文名稱(外文):A Study of Performance of Online Group-Buying Models
指導教授:賴香菊賴香菊引用關係
指導教授(外文):Hsiang-Chu Lai
學位類別:碩士
校院名稱:國立中山大學
系所名稱:資訊管理學系研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2003
畢業學年度:91
語文別:中文
論文頁數:78
中文關鍵詞:電子商務集體購物群體議價群體採購合購
外文關鍵詞:group purchasinggroup buyingcollective bargainingcollective buyingelectronic commerce
相關次數:
  • 被引用被引用:38
  • 點閱點閱:645
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:195
  • 收藏至我的研究室書目清單書目收藏:0
  傳統生活中常見親朋好友針對共同需求,一起購買相同的商品,以增加議價力量並達到降低售價的目的。這樣集體購物的方式在網際網路環境下,更可跨越時空的限制吸引更多的消費者來一同參與購買,發揮更大的議價能力。因此,自Mercata於1998年在網際網路上建立了以集體購物為企業經營模式的創新網站之後,線上集體購物網站便如雨後春筍般出現,也出現了各種不同的集體購物模式。
  本研究主要是探討網站上最常見的「單項商品合購-價格接受」及「單項商品合購-自由定價」兩種集體購物模式之績效是否有所差異,該績效之差異是否會受到不同價位的產品之影響;另外,也希望從瞭解消費者的個人因素是否會影響其對於集體購物模式之選擇。
  經過實驗及問卷分析後,本研究發現「單項商品合購-自由定價」的績效較高,能產生較多的訂購量及成交量,且受測者對模式的滿意度也較高。另外,本研究也發現受測者在選擇線上集體購物時,會受到其心中理想價格、預期合購人數和動機的影響。
Traditionally, group buying is a way to lower down the price due to the group based collective bargaining power. In the Internet age, because the Internet provides more efficient communication tools, it is much easier to recruit more participants to join the group buying to increase the bargaining power and then to lower down the buying price. Hence, in 1998, Mercata proposed an innovative website using group buying as its business model. Since then, there is more and more group buying websites with different group buying models.
For single product group buying, there are two most often used models, price acceptance model and free pricing model. The purpose of this thesis is to probe the performance of these two models. First, whether there is difference between the final transaction volumes of these two models and how the difference will be intervened by different price level of product are explored. The next concern is to find what kinds of personal factors of participants will affect their choice of group buying model.
The result is that the performance and participants’ satisfaction of free pricing model are better than those of price acceptance model. In addition, the choice of group buying models will be influenced by the ideal price, group size expected by the participants and their motivations.
第一章 緒論…………………………………………………………………………1
  第一節 研究背景與動機………………………………………………………1
  第二節 研究目的………………………………………………………………2
  第三節 研究流程與方法………………………………………………………3
  第四節 論文架構………………………………………………………………4
第二章 文獻探討……………………………………………………………………5
第一節 線上集體購物模式……………………………………………………5
  第二節 涉入程度………………………………………………………………8
      一、涉入的定義………………………………………………………8
      二、涉入的分類………………………………………………………9
      三、涉入程度影響因素………………………………………………10
  第三節 拍賣…………………………………………………………………..11
      一、拍賣定義與分類…………………………………………………11
      二、線上拍賣與拍賣者行為…………………………………………13
  第四節 議價…………………………………………………………………..14
一、議價定義………………………………………………………..14
二、議價策略與議價行為…………………………………………..16
第五節 集體購物……………………………………………………………..17
    一、集體購物定義…………………………………………………..17
    二、集體購物行為…………………………………………………..18
第三章 實驗設計…………………………………………………………………..21
  第一節 實驗架構與變數設計………………………………………………..21
      一、單項商品合購實驗架構(一)及變數設計……….......................22
      二、單項商品合購實驗架構(二)及變數設計……………..….........24
  第二節 研究假設…………………………………………………………….27
  第三節 實驗內容設計……………………………………………………….29
一、實驗樣本……………………………………………………….29
二、實驗環境……………………………………………………….29
三、單項商品合購模式設計……………………………………….30
  第四節 問卷設計…………………………………………………………….32
一、個人基本資料問卷……………………………………………..32
二、集體購物模式結果衡量問卷…………………………………..33
  第五節 實驗程序…………………………………………………………….34
      一、實驗前…………………………………………………………..34
二、實驗過程………………………………………………………..34
三、實驗後…………………………………………………………..35
第四章 資料統計與實驗分析…………………………………………..…………36
第一節 基本資料敘述統計與分析……………………………….…….……36
第二節 應變數敘述統計………………………………………….………….39
第三節 研究假設檢定…………………………………………….………….43
  一、線上集體購物模式交易結果分析………………….………….43
  二、消費者選用線上集體購物模式行為之探討……….………….52
第五章 結論與建議………………………………………………………………..62
  第一節 研究發現與結論……………………………………………………..62
一、線上集體購物模式交易結果…………………………………..62
      二、消費者選用線上集體購物模式之行為………………………..64
  第二節 研究限制……………………………………………………………..66
  第三節 研究成果與貢獻……………………………………………………..66
  第四節 未來研究方向與建議…………………………………….………….67
參考文獻………………………………………………………………….………….68
  一、中文文獻…………………………………………………………………..68
  二、英文文獻…………………………………………………………………..68
附錄…………………………………………………………………………………..71
  附錄一、問卷綜合整理……………………………………………………….71
附錄二、實驗前問卷畫面……………………………………………………..73
  附錄三、實驗既集體購物模式說明…………………………………………..74
  附錄四、選擇模式畫面………………………………………………………..75
  附錄五、自由定價模式產品說明畫面………………………………..………..76
  附錄六、自由定價模式訂單畫面……………………………..……………….77
  附錄七、自由定價模式問卷畫面……………………………………………..78
一、中文文獻
1.徐振軒,網際網路上促銷模式之研究,中山大學資訊管理研究所碩士論文,民國88年
2.莊隆泰,群體採購中間商系統之研究,中山大學資訊管理研究所碩士論文,民國89年
3.謝千之,產品資訊情境、參考價格與知覺品質對消費者購買行為之影響,東吳大學企業管理研究所碩士論文,民國88年
4.康志瑋,涉入理論於網路商品行銷之應用,長庚大學企業管理研究所碩士論文,民國90年
5.詹琇蓉,產品涉入、消費者特性與情境對網路購物之知覺風險影響分析,成功大學企業管理研究所碩士論文,民國90年

二、英文文獻
1.Bapna, R., Goes, P. and Gupta, A., “A theoretical and empirical investigation of multi-item on-line auctions,” Information Technology and Mangement, 1, 1-2, 2000, pp.1-23.
2.Beam, C., Segev, A., and Shanthikumar, J. G., “Electronic Negotiaion through Internet-based Auction,” CITM Working Paper 96-WP-1019. Fisher Center for Information Technology Management, University of California at Berkeley, December, 1996. Available at http://hass.berkeley.edu/~cmit/wp-1032.pdf
3.Bierman, H. S. and Fernanderz, L. “Game Theory with Economic Applications,” Addison-Wesley USA, 1998.
4.Bloch, P. H. and Richins, M. L., “A theoretical model for the study of product importance perceptions,” Journal of Marketing, Vol. 47, 1983, pp.69-81.
5.Brennan, L. and Mavondo, F., “Involvement: An Unfinished Story?” ANZMAC, 2000, pp.132-137.
6.Chu, W. C., Chen, J. N., Lee, C. Y. and Yang H., “Implementing an Agent System Using N-tier Pattern-Based Framework,” IEEE, 2001, pp.451-456
7.Clarke, K. and Belk, R., “The effects of product involvement and task definition on anticipated consumer effort,” in H. Keith Hunt (ed.), Advances in Consumer Research, Ann Arbor: Association for Consumer Research, Vol. 5, 1978, pp.313-325.
8.Dodge, J., “Two Web Sites let consumers join forces for lower prices,” Wall Street Journal, July 20, 1999, B1.
9.Drakopoulos, S. A., “Psychological thresholds, demand and price rigidity,” The Manchester School of Economic and Social Studies, 60, 2, June, 1992, pp.152-168.
10.Farris, P. W. and Quelch, J. A., “In Defense of Price Promotion,” Sloan Management Review, Fall 1987, pp.63-69.
11.Grewal, Dhruv, Monroe, K. B., and Krishnan, R., “The Effects of Price-comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions,” Journal of Marketing, 62(April), pp. 46-59.
12.Hahn, J., “The Dynamics of Mass Online Marketplaces: A Case Study of an Online Auction,” SIGCHI, March 31 – April 4, 2001, pp.317-324.
13.Hanappi, H. and Hanappi-Egger, E., “Electronic Commerce and Market Mechanisms A Game-theoretic Approach,” HICSS, 2001
14.Harnett, D. L., and Cummings, L. L., Bargaining Behavior: An International Study, Dame Publications Inc, Houston, Texas, 1980.
15.Kahneman, D. and Tversky, A., “Choices, Values, and Frames,” American Psychologist, Vol. 39, 1984, pp.341-350.
16.Kahneman, D. and Tversky, A., “Prospect Theory: An Analysis of decision under Risk,” Econometrica, Vol. 47, 1979, pp.23-291.
17.Kalyanaram, G., and Little, J. D. C., “An empirical analysis of latitude of price acceptance in household packaged goods,” Journal of Consumer Research, December 1994, pp.408-418.
18.Kalyanaram, G., and Winer, R. S., “Empirical generalizations from reference price research,” Marketing Science, 1995, G161-169.
19.Kannan, P. K. and Kopalle, P. K. ,”Dynamic Pricing on the Internet: Importance and Implications for Consumer Behavior,” International Journal of Electronic Commerce, Spring 2001, Vol. 5, No. 3, pp.63-83.
20.Kauffman, R. J. and Wang, B., “New Buyers’ Arrival Under Dynamic Pricing Market Microstructure: The Case of Group-Buying Discounts on the Internet,” Journal of Management Information System, Fall 2001, Vol. 18, No. 2, pp.157-188.
21.Lai, H. “Challenging Negotiations to an Electronic Shopping Broker of Virtual Consumer Coalition on the Internet,” Accepted by International Conference of the Decision sciences Institute Athens, grace, July 4-7, 1999
22.Lai, H., “Collective Bargaining Models on the Internet,” SSGRR, 2002S, International Conference on Advances in Infrastructure for e-Business, e-Education, e-Science, e-Medicine on the Internet, L’Aquila, Italy, July 29-Auguest 4, 2002.
23.Liang, T. P. and Doong, H. S., “Effect of Bargaining in Electronic Commerce,” IEEE, 1999, pp.174-181.
24.McAfee, R. P. and McMillan, J., “Auctions and bidding,” Journal of Economic Literature, 1987, pp.699-738
25.McHugh, J., Consumer collusion! Forbes, 164, 5 , September 6, 1999, pp.222-223.
26.Oliver, J. R., “A Machine-Learning Approach to Automated Negotiation and Prospects for Electronic Commerce,” Journal of Management Information Systems, Vol. 13, No. 3, Winter 1996, pp.83-112.
27.Reck. M., “Trading Process Characteristics of Electronic Auctions,” Electronic Markets, 7(4), pp.17-23.
28.Rothschild and Michael, L., “Perspectives on Involvement: Current Problems and Future Directions,” In Advances in Consumer Research, 11, pp.216-217: Association for Consumer Research.
29.Sarin, R. K. and Weber, M., “Risk-value Models,” European Journal of Operational Research, October 1993, pp.135-149.
30.Stigler, G. J., “The Economics of Information,” The Journal of Political Economy, Vol. 69, 1961, pp.213-225.
31.Zaichkowsky, J. L., “Measuring the involvement construct,” Journal of Consumer Research, Vol. 12 (Dec), 1985, pp.341-352.
32.Zaichkowsky, J. L., “Conceptualizing involvement,” Journal of Advertising, Vol. 15, No. 2, 1986, pp.4-14.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊
 
系統版面圖檔 系統版面圖檔