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研究生:傅延慶
研究生(外文):Yan-Ching Fuh
論文名稱:應用ZMET技術探索網路合購消費者及潛在消費者之心智模式
論文名稱(外文):Application of ZMET in Exploration of the Mental Model of Online Group-Buying Consumers and Potential Consumers
指導教授:許人杰許人杰引用關係
指導教授(外文):Ren-Jye Sheu
學位類別:碩士
校院名稱:世新大學
系所名稱:傳播管理學研究所(含碩專班)
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:220
中文關鍵詞:網路合購隱喻抽取技術心智模式
外文關鍵詞:group-buyingZaltman Metaphor Elicitation Technique (ZMET)Mental Model
相關次數:
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網路合購為網路購物另一項特殊的購物行為,早期的合購行為並不容易達成,原因在於要招集一群想要購買相同商品的人,是一件耗時又費力的工作。但是隨著網際網路的快速發展,消費者可以透過網路的聯絡,在短時間內召集來自各地更多有共同需求的消費者,一起購買相同且價格較低的商品,而這也就造成網路合購行為興起的原因。然而網路購物的交易模式下存在著風險,但參與的人數卻是與日俱增,消費者為什麼願意甘冒風險去參與網路合購,除了因為景氣疲弱,消費者想要撿便宜外,是否還有其他原因造成這股風潮,另外,合購市場在近二年急速發展,是否能維持現狀並持續擴大,其「消費者」的滿意度與回購率,及如何吸引「潛在消費者」更進一步提高購買意願即成為合購市場的主要關鍵,這也就是本研究所關心的問題。
本研究運用隱喻抽取技術(ZMET)獨特的多層次挖掘技術,分析網路合購消費者的想法與感覺,並深入洞察他們的需求與渴望。
研究發現網路合購除了帶給消費者價格便宜的直接利益外,尚可帶給消費者「生活便利」、「安心」、「生活樂趣」、「增進友誼」、「生活享受」及「成就感」等六項終極價值,而帶給潛在消費者的價值構念則有「生活便利」、「生活樂趣」、「增進友誼」、「成就感」及「沮喪」等五項終極價值。依據研究發現,本研究提供「低價促銷活動」、「多元商品服務」、「善用病毒行銷」、「安全機制建立」、「降低等待風險」、「善用精準行銷」及「運用感官行銷」等七項建議予網路平台業者及合購商品業者擬定正確的行銷策略。
Online group-buying is a special purchasing behavior of online shopping, and it is not easy to achieve group-buying in early days because it’s a time-consuming and laborious to gather a group of people who like to buy the same merchandise. With fast development of Internet, consumers with same demands can be gathered through network internet quickly, and purchase the same products with lower price. As such, it is the reason that the behavior of group-buying is brought about. Though risks exist under such business model of transaction, the number of people who participate in online shopping is increasing. Why would consumers be willing to risk and join online group-buying?Is there any particular reasons that have resulted in this prevailing trend, except for consumers who want to obtain cheaper price in current?, In addition, the market of group-buying has been developing rapidly in the last two years time, but can it be maintained and be continued for expansion? In fact, satisfaction of consumer and repurchasing rate of “consumers” are critical. Therefore, how “potential consumers” can be attracted to further enhance the buying desire has become the key of group-buying market, and that is the issue of concern in this study.
This research will make use of ZMET with multi-layer excavation skill to analyze the thought and feelings of online group- buying consumers and explore deep into their demand and desire.
The research has discovered that online group-buying brings consumers not only direct benefit of lower price but also six other ultimate values as “life convenience,” ”safety,” “life amusement,” “friendship enhancement,” “life enjoyment,” and “achievement. ” On the other hand, it also provides potential consumer with five ultimate values as “convenience,” “life amusement,” “friendship enhancement,” “achievement, ” and “disappointment.” As indicated from research, this study provides seven suggestions as “low pricing promotion,” “diversified commodity services,” “good use of viral-marketing,” “building up security system,” “lowering waiting risk,” “good use of Behavioral Targeting,” and “good use of sensory marketing” for internet platform and group-buying merchandise providers to formulate correct marketing strategies.
目錄

論文摘要:I
Abstract II
誌謝IV
目錄V
表次VIII
圖次XI
第一章、緒論1
第一節、研究背景與動機1
一、研究背景1
二、研究動機3
第二節、研究目的5
第二章、文獻探討7
第一節、網路合購7
一、合購與網路合購的定義7
二、網路合購之經營 8
三、台灣網路合購的現況10
第二節、方法-目的鏈14
一、方法─目的鏈理論 (Means-End Chain,簡稱 MEC)15
二、方法—目的鏈組成元素16
三、方法─目的鏈與攀梯技術、層級價值地圖21
第三章、研究方法22
第一節、研究程序22
第二節、ZMET深度訪談法24
一、ZMET的意義與內涵24
二、ZMET 的七個假設25
三、ZMET研究步驟27
第三節、樣本分析30
一、研究對象30
二、信度與效度33
第四節、ZMET的預備作業34
一、邀訪配合事項34
二、訪談流程34
三、研究工具38
第四章、研究資料分析40
第一節、網路合購消費者的心智模式40
一、說故事40
二、遺失的影像65
三、分類整理68
四、最具代表性圖片 82
五、相反的影像84
六、感官影像87
七、心智地圖89
八、總結影像95
九、小短文95
第二節、網路合購潛在消費者的心智模式 102
一、說故事102
二、遺失的影像121
三、分類整理123
四、最具代表性圖片 137
五、相反的影像139
六、感官影像142
七、心智地圖144
八、總結影像150
九、小短文150
第三節、共識地圖分析155
一、全體受訪者共識地圖分析156
二、網路合購消費者共識地圖分析166
三、網路合購潛在消費者共識地圖分析176
第五章、結論與建議 185
第一節、研究結果185
一、全體受訪者構念分析185
二、網路合購「消費者」與「潛在消費者」構念差異分析188
第二節、研究建議192
一、實務建議192
二、後續研究建議195
第三節、研究限制196
參考文獻197
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英文部份198
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