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研究生:葉家綸
研究生(外文):Jia-Lun Ye
論文名稱:拍賣網站上商品品牌形象與賣方評價對消費者知覺風險與購買意願之影響
論文名稱(外文):The Effect of Product’s Brand Image and Seller Reputation on Consumer’s Perceived Risk and Purchase Intention in Online Auction
指導教授:陳逸昌陳逸昌引用關係
學位類別:碩士
校院名稱:長榮大學
系所名稱:資訊管理研究所
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:2008
畢業學年度:96
語文別:中文
論文頁數:72
中文關鍵詞:拍賣網站品牌形象賣方評價知覺風險購買意願
外文關鍵詞:Online AuctionBrand ImageSeller ReputationPerceived RiskPurchase Intention
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線上拍賣是近年來相當熱門的電子商務模式,它結合了傳統交易模式與新興科技,透過網際網路的即時性及便利性,提供了商品交易的新風貌。然而在資訊不對稱程度高的拍賣網站交易環境下,卻也增加了許多買賣雙方的風險與不確定因素。網路賣家本身如何區隔與其他賣家的不同,在競爭激烈的拍賣網站脫穎而出,除了考量所拍賣之商品品牌知名度及形象是否良好外,自身的評價也是消費者在做購買決策時的重要因素。因此,本文主要目的在探討品牌形象、賣方評價、消費者知覺風險與購買意願間之關係。
本研究針對國內有使用網路經驗,並曾經參與網路拍賣的使用者作為主要研究對象,以3C產品為主要研究範圍,採用網路問卷調查法,回收後針對買家使用者進行分析,並探討後續行為意圖之影響。
本研究結果發現:(一)品牌形象對知覺風險及購買意願有顯著的影響。較高的品牌形象能有效降低消費者的知覺風險,並提高購買意願;(二)賣方評價對知覺風險及購買意願有顯著的影響。較高的賣方評價能有效降低消費者的知覺風險,並提高購買意願;(三)知覺風險對於消費者在拍賣網站上的購買意願無顯著的影響。但知覺風險可經由品牌形象及賣方評價,進而影響消費者的購買意願。
Recently, online auction has become a new type of e-commerce. It combines the conventional auction model with modern information technology. With both the convenience and connection provided by the Internet, it makes a different style and features for business transactions. However, in such a condition of information asymmetric within e-auction, it also increases many risks and uncertain factors with both the customers and sellers. How the sellers can distinct with others in such the competitively e-auctions, it may not only take account of the brand’s image, but the reputation is also an important factor for consumers to make decisions. The main purpose of this research is to examine the effects and relations of brand image, seller’s reputation, consumer’s perceived risk and purchase intention.
This study aims to survey the e-auction users who live in Taiwan with Internet experience and to investigate the brand image of different 3C products. The data collection has been carried out through the Internet, and then to be analyzed to find out the effects of such factors to customer’s behavior and intention.
This study finds the followings: (1)The effects of brand image associations on perceived risk and purchase intention are extremely conspicuous. That is, the higher brand image can reduce the consumer’s perceived risk and increase their purchase intention. (2)The effects of seller reputation on perceive risk and purchase intention are extremely conspicuous. The higher seller reputation can reduce the consumer’s perceived risk and increase their purchase intention. (3)The relation between perceived risk and purchase intention are not conspicuous. However, perceived risk can be affected by brand image and seller reputation indirectly.
摘要 i
Abstract ii
表目錄 v
圖目錄 vii
第一章 緒論 8
第一節 研究背景與動機 8
第二節 研究目的 3
第三節 研究範圍與對象 4
第四節 研究流程 4
第二章 文獻探討 5
第一節 網路拍賣 6
第二節 品牌形象 9
第三節 賣方評價 14
第四節 知覺風險 15
第五節 購買意願 20
第六節 品牌形象對知覺風險與購買意願之影響 22
第七節 賣方評價對知覺風險與購買意願之影響 23
第八節 知覺風險對購買意願之影響 24
第三章 研究方法 25
第一節 研究架構與假說 25
第二節 研究變數之操作性定義與衡量 28
第三節 問卷設計 34
第四節 資料分析法 35
第四章 資料分析 37
第一節 敘述統計分析 38
第二節 信度與效度分析 42
第三節 相關分析 43
第四節 差異分析 46
第五節 迴歸分析 49
第六節 人口統計變數與購買意願之差異分析 53
第五章 結論與建議 56
第一節 研究結論與貢獻 56
第二節 研究限制與未來發展 58
參考文獻 60
附錄 問卷量表 69
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