臺灣博碩士論文加值系統

時間壓力是線上購物常用的行銷手法，產品銷售藉由時間限制產生壓力，來降低消費者的猶豫，增進其購買意願。而過去相關文獻中，大部分多藉由操弄時間限制，探討時間壓力的影響力，卻極少探究時間壓力的研究場景，亦缺乏整合的架構，探討時間壓力對消費者知覺及評價之影響力。
本研究目的為探討時間壓力對於線上購物的影響，並提出一個模型包括（1）時間壓力為外生變數（2）消費者知覺（知覺風險、知覺品質、知覺價值與知覺達成購物計畫）為中介變數（3）購後評價（購買意願與顧客滿意）為內生變數。
此外，本研究使用問卷調查法收集時間壓力、消費者知覺與購後評價的資料，並使用線性結構模式進行分析。本研究發現時間壓力的增加會直接造成知覺風險的增加、知覺品質與知覺達成購物計畫的降低，最後再間接降低知覺價值、購買意願與顧客滿意。故線上購物的時間壓力會造成消費者的知覺上的壓力，以致於降低消費者的知覺，再進一步降低消費者的評價。

Time pressure is a usual marketing manner in online shopping. It is generated by using time limit. Time pressure can reduce consumer hesitating and enhance consumer purchase intention. In a review of the literatures, it probes into time pressure influence by manipulating time limit. But, it seldom probes into place. And it also lacks an integrated framework to probe into the influence of time pressure on consumer perception and postpurchase evaluation.
This research purpose probes into the influence of time pressure in online shopping and proposes a model that includes (1) Time pressure as exogenous variable, (2) four types of consumer perception ( perceived risk, perceived quality, perceived value, and perceived shopping plan fulfillment) and (3) two types of postpurchase evaluation (purchase intention and consumer satisfaction) as endogenous variables.
Besides, this research adopt the method of the questionnaire investigation to collect data of time pressure, consumer perception, and postpurchase evaluation, and use LISREL to analysis. The finding is that time pressure will increase perceived risk and decrease perceived quality, and perceived shopping plan fulfillment directly, finally decrease perceived value, purchase intention and consumer satisfaction indirectly. Therefore, time pressure will result in consumer pressure of perception in online shopping, and reduce consumer perception and postpurchase evaluation.

目錄
指導教授推薦書…………………………………………………………
論文口試委員會審定書…………………………………………………
國家圖書館授權書……………………………………………………...iii
長庚大學授權書………………………………………………………...iv
誌謝………………………………………………………………………v
中文摘要………………………………………………………………...vi
英文摘要………………………………………………………………..vii
目錄…………………………………………………………………….viii
圖目錄……………………………………………………………………x
表目錄…………………………………………………………………...xi
第一章、前言……………………………………………………………..1
1.1研究背景與動機………………………………………………...1
1.2研究流程………………………………………………………...3
第二章、理論基礎……………………………………………………….4
2.1研究架構..……………………………………………………….4
2.2理論背景與發展………………………………………………...5
2.2.1交易效用理論……………………………………………..5
2.2.2風險承擔理論..…………………………………………..12
2.2.3期望理論…………………………………………………15
2.3時間壓力的影響力……………………………………….........18
2.4消費者知覺對其評價的影響………………………………….20
第三章、研究方法………………………………………………………25
3.1樣本………………………………………………………….....25
3.2研究設計…………………………………………………….....25
3.3問項信度與效度……………………………………………….27
第四章、分析與結果……………………………………………………31
4.1假說檢定……………………………………………………….31
第五章、結論與意涵……………………………………………………34
5.1結論…………………………………………………………….34
5.2理論意涵……………………………………………………….34
5.3管理意涵……………………………………………………….37
5.4未來研究……………………………………………………….37
參考文獻………………………………………………………………39
附錄……………………………………………………………………..45
附錄一、正式問卷………………………………………………..45
附錄二、研究網站、產品與購買流程…………………………..48

圖目錄
圖1.1：研究流程圖……………………………………………………….3
圖2-1：研究架構圖………………………………………………………4
圖2-2：Thaler交易效用理論…………………………………………….7
圖2-3：知覺價值模式……………………………………………………8
圖2-4：Monroe知覺價值延伸模式……………………………………...9
圖2-5：Sweeney、Soutar與Johnson知覺價值概念模式……………….10
圖2-6：Cronin、Brady與Hult研究模式………………........................11
圖2-7：風險承擔圖………..............................................12
圖2-8：網路經驗、知覺風險與線上購物之關係………………............14
圖2-9：期望理論……………..........................................16
圖2-10：Porter與Lawler修正後架構圖……………….......................17
圖4-1：修正後架構圖………………..................................33


表目錄
表3-1：變異數分析表……………….......................................26
表3-2：問項衡量結果與整體配適模式摘要………………..................28
表3-3：相關係數表...................................................29
表3-4：相關係數表平方表..............................................30
表4-1：假說檢定與模型配適............................................31

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