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研究生:陳景怡
研究生(外文):Ching-Yi Chen
論文名稱:電子商務之交易成本理論與服務品質理論研究
論文名稱(外文):A Study of Transaction Cost Theory and Service Quality Theory in Electronic Commerce
指導教授:蔣岡霖蔣岡霖引用關係
指導教授(外文):Kang-Lin Chiang
學位類別:碩士
校院名稱:萬能科技大學
系所名稱:經營管理研究所
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:2008
畢業學年度:96
語文別:中文
論文頁數:61
中文關鍵詞:電子商務交易成本理論服務品質理論層級分析法
外文關鍵詞:E-commerceTransaction cost theoryService quality theoryAHP analysis
相關次數:
  • 被引用被引用:5
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  • 評分評分:
  • 下載下載:144
  • 收藏至我的研究室書目清單書目收藏:5
在電子商務的交易行為中,雖然呈現多元的資訊,但是還是存在交易資訊不對稱的問題,此會讓買賣雙方產生價值不相等之交易過程,或許賣方提供較高的價格與較低的服務品質或提供較高的服務品質但價格卻低於市場行情,後者對於消費者而言,會使消費由實體通路進而於電子商務通路上購買,如此對消費者一定有相對性的利基,因此本研究為更深的得知消費者思維決策與消費者行為選擇,故本研究以交易成本理論與服務品質理論建構消費者思維與行為之決策選擇模式,進而提供買家與賣家互惠之商業交易過程,本研究方法使用因素分析、層級分析法、變異數分析與迴歸分析等進行研究,研究結果發現「服務品質」、「交易機制」與「產品服務」對電子商務消費者購買意願具有影響性,而交易成本對消費者較不具有影響性,這個發現說明交易成本的高低並不是最影響消費者在網路上消費商品的主要考量,而對消費者有巨大影響的卻是「服務品質」、「交易機制」與「產品服務」,透過消費者行為分析,其也相對說明供應商所要執行的電子商務策略並不是以提供低價格商品與低交易成本為主要目標,而是其它三者為主要策略導向。
In the dimensions of e-commerce transactions, although they are the present multi-information, but there are still some problems of asymmetric information transactions. This will let buyers and sellers do not have the same value of the transaction. The seller may offer higher prices and lower service quality or provide a higher quality of service but price is below market prices. The consumer will then access by entities in e-commerce channel on the purchase. Consumers have the relative nature of the niche, so for this study deeper thinking that consumer decision-making and consumer behavior choices. This study is the transaction cost theory and service quality of building consumer thinking and behavior patterns of decision-making choices. The one of main goal is providing buyers and sellers of mutual commercial transactions. Research processing are using factor analysis, AHP analysis, variance analysis and regression analysis. The study found that "quality services", "trading mechanism" and "products and services" these the e-commerce will have an impact on consumers to buy and transaction costs to consumers with less impact, this transaction costs found that the level is not the most impact on consumers on the Internet the main considerations of consumer goods and have a tremendous impact on the consumers it is the "quality of service", "trading mechanism" and "products and services". Through the analysis of consumer behavior, is relatively note to be carried out by supplier of e-commerce strategy is to provide low commodity prices and lower transaction costs as the main goal, but for the other three major strategic orientation.
中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究架構 3
1.4 研究範圍 4
1.5 研究流程 4
第二章 相關文獻 7
2.1 電子商務 7
2.2 交易成本理論 8
2.3 服務品質理論 10
2.4 相關實證研究 15
第三章 研究方法 19
3.1 問卷設計 19
3.1.1 研究構面操作化定義與衡量 19
3.2 研究假設 22
3.3 研究設計與方法建立 23
3.3.1 因素分析 23
3.3.2 層級分析法 23
3.3.3 變異數分析 30
3.3.4 迴歸分析 30
第四章 資料分析 31
4.1 樣本資料分析 31
4.2 因素分析 35
4.3 層級分析 37
4.4 迴歸分析 42
4.4.1 變異數分析 42
4.4.2 線性迴歸 42
第五章 結論與建議 45
5.1 研究結論 45
5.2 研究限制與未來展望 46
參考文獻 47
附錄A 51
附錄B 53
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