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研究生:彭韋鳳
研究生(外文):Wei-feng ,Peng
論文名稱:製造商限量策略與網路中間商拍賣決策:套利空間評估
指導教授:顧萱萱顧萱萱引用關係
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際經營與貿易學系
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:2007
畢業學年度:96
語文別:中文
論文頁數:76
中文關鍵詞:限量策略網路拍賣市場交易複雜度數量稀少性配銷廣度限量訊息能見度商品識別性取得成本溢價能力資訊不對稱競爭強度套利空間
外文關鍵詞:Limited-edition StrategyInternet AuctionTransaction ComplexityScarcityDistribution ExtensionSignal Visibility of Limited-edition ProductProduct IdentifiabilityAcquisition CostPrice Premium
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每逢百貨公司週年慶的時候,正是促銷大戰打得最激烈的時候爆量的人潮,目的僅有一個:搶購限量商品。近幾年許多知名品牌更極盡所能的操作「限量商品」,除了維繫品牌認同外,用「限量」來製造消費的危機感、刺激買氣,似乎已成為例行行銷策略中,不可或缺的一環。
網拍市場的龐大商機,造成了網路中間商的興起,因而本篇研究將限量策略與日漸成長的網路中間商來做探討,透過本篇研究了解到製造商限量策略中不同的影響因子如︰交易複雜度、數量稀少性、配銷廣度、限量訊息能見度、商品識別性等因子,如何影響網路中間商販售限量商品的取得成本、溢價能力、資訊不對稱與競爭強度因子,進而影響到其套利利益。
本研究回收有效問卷170 份,經過統計分析之後,研究結果發現:
一、交易複雜度與取得成本具有正向顯著關係。
二、交易複雜度與溢價能力具有正向顯著關係。
三、數量稀少性與溢價能力具有負向顯著關係。
四、配銷廣度與資訊不對稱具有負向顯著關係。
五、配銷廣度與競爭強度具有正向顯著關係。
六、資訊不對稱與溢價能力具有正向顯著關係。
七、溢價能力與套利空間具有正向顯著關係。
八、競爭強度與套利空間具有負向顯著關係。
Department store’s anniversary always appeals a lot of people, this crowds gathering together are only for a reason: limited product. In the recent years, there are countless brands doing their best to manipulate the “limited-edition product.” “Limited-edition policy” can not only maintain the brand’s identity, it has also seemed to be an indispensable way in the marketing strategy for the following reasons: to produce the consuming crisis, and to stipulate the consumer’s desire.

The numerous opportunities in the internet auction marketplace has lead the rising of cybermediary. Therefore this study focused on the limited strategy and cybermediary. Through this study do we come to realize the factors which may lead to different limited strategies, such as transaction complexity , scarcity , distribution extension, signal visibility of limited-edition product and product identifiability etc. And how these factors affect the acquisition cost for the goods, price premium , asymmetric information and competitive intensity of limited-edition product, then finally the arbitrage space for the cybermediary.

170 questionnaires were collected as valid samples. After statistical analysis, the findings of the study are as follows:
1. Transaction complexity has a positive significant effect on acquisition cost.
2. Transaction complexity has a positive significant effect on price premium.
3. Scarcity has a negative significant effect on price premium.
4. Distribution extension has a negative significant effect on asymmetric information.
5. Distribution extension has a positive significant effect on competitive intensity.
6. Asymmetric information has a positive significant effect on price premium.
7. Price premium has a positive significant effect on arbitrage space.
8. Competitive intensity has a negative significant effect on arbitrage space.
目錄.....................................................Ⅰ
表次.....................................................Ⅱ
圖次.....................................................Ⅲ
第一章
緒論......................................................1
第一節 研究背景與動機...................................1
第二節 研究目的..........................................4
第二章
文獻探討..................................................6
第一節 限量策略.........................................6
第二節 網路拍賣市場....................................10
第三節 限量策略決定素..................................14
第四節 限量策略與網路中間商套利空間....................19
第三章
研究方法.................................................24
第一節 研究架構........................................24
第二節 研究變數之定義與衡量............................27
第三節 研究假設........................................33
第四節 研究對象及資料來源..............................38
第五節 資料分析工具....................................40
第四章
研究結果.................................................41
第一節 問卷樣本結構分析................................42
第二節 信度與效度分析..................................44
第三節 描述性統計分析..................................51
第四節 假設檢定........................................52
第五章
研究結論與建議...........................................58
第一節 研究結論..........................................58
第二節 行銷實務建議................................62
第三節 研究貢獻..........................................64
第四節 研究限制與未來研究方向............................66
參考文獻.................................................67
研究問卷.................................................74
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