臺灣博碩士論文加值系統

隨著網路的普及與網路拍賣人口的增加以及經濟的不景氣，上網路拍賣、尋找二手名牌商品的人數因此倍增。網路上的名牌商品之所以能夠比較便宜，在於有些賣家是一次血拼太多，急於求現，或是以二手價賣出。由於網路拍賣本身的方便性高，以及網友對網路拍賣信任越來越高，使得在網路拍賣上購買二手名牌商品現在已蔚為風氣。本文以能滿足消費者炫耀性消費之二手名牌皮件LV(Louis Vuitton)為對象，探討消費者的調整後知覺價值(知覺價值╱知覺風險)與購買意願的關係以及物質主義的干擾效果。以便利抽樣方式選取北部某大學的學生為受測者。統計方法上係利用簡單迴歸分析、階層迴歸分析驗證所提出的假設是否成立。分析結果顯示消費者的調整後知覺價值與購買意願呈現正向影響，調整後知覺價值對消費者購買意願的影響會因物質主義的高低而有所改變，因此，為了提高消費者的購買意願，網路拍賣業者不僅應致力於改進消費者所認知的調整後知覺價值，並且提高消費者的物質主義程度。

With the popularization of internet and the economic recession, people who pursue online-auction or look for second-hand brand increase a lot. Some sellers may shop too much once or may be in urgent need of cash, so they sell part of goods in a second-hand price. That’s why the brand would be sold in a lower price. It has become an established practice that shopping by online-auction is not only because of the convenience of online-auction but the raising trust to it. The study takes well-known brand LV (Louis Vuitton), which satisfies consumers’ vanity, for example. It is to explore the relationship of consumers’ adjusted perceived value (perceived value/perceived risk) and purchase intention. Also, it is to explore how materialism moderates it. The students in certain college located in north Taiwan will be selected by convenience sample. The two statistic methods, simple regression and hierarchical regression analysis, will be adopted to test the hypotheses. The results show that there is a positive relationship between consumers’ adjusted perceived value and purchase intention, and adjusted perceived value for the effect of consumer purchase intention will be changed by high or low materialism. Therefore, in order to increase consumer purchase intention, online-auction sellers should not only devote themselves to improve consumer adjusted perceived value but also increase the degree of consumer materialism.

CONTENTS
Page
ACKNOWLEDGEMENT................................................i
ABSTRACT IN ENGLISH...........................................ii
ABSTRACT IN CHINESE...........................................iv
LIST OF TABLE...............................................viii
LIST OF ILLUSTRATION..........................................ix
Chapter
I INTRODUCTION.................................................1
Research Background and Motivation...........................1
Research Objectives..........................................4
II LITERATURE REVIEW...........................................6
Online-Auction...............................................6
Perceived Value..............................................6
Perceived Risk..............................................11
Materialism.................................................16
III RESEARCH Methodology......................................19
Research Framework..........................................19
Research Hypotheses.........................................20
Operational Definition of Variables and Measurement.........22
Questionnaire Design........................................26
Sample Design...............................................27
Analysis Method...............................................27
IV DATA ANALYSIS..............................................31
Reliability Analysis........................................31
Descriptive Statistics Analysis and Correlation Analysis....31
Hypotheses Testing..........................................35
V CONCLUSIONS AND SUGGESTIONS.................................42
Research Conclusions..........................................42
Managerial Implication........................................43
Research Limitation...........................................43
Suggestion and Future Research................................44
BIBLIOGRAPHY..................................................45
APPENDIX......................................................49
VITA..........................................................55

LIST OF TABLE
Page
1. Measured Items of Perceived Value..........................23
2. Measured Items of Perceived Risk...........................24
3. Measured Items of Materialism..............................25
4. Measured Items of Purchase Intention.......................26
5. Results from Test on Reliability...........................31
6. Details of Sample Data.....................................32
7. t test of Gender...........................................33
8. ANOVA of Disposable Income Per Month.......................33
9. Mean, Standard Deviation, and Correlation Coefficient......35
10. Simple Regression.........................................36
11. Hierarchical Regression (1)...............................37
12. Hierarchical Regression (2)...............................38
13. t test of Materialism.....................................41
14. The Results of Hypotheses Testing.........................42

LIST OF ILLUSTRATION
Page
1. Consumer Perceptions of Price, Quality, and Value Model.....8
2. Conceptual Framework.......................................20
3. The Relationship between Adjusted Perceived Value and
Purchase Intention............................................40

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