跳到主要內容

臺灣博碩士論文加值系統

(18.205.192.201) 您好!臺灣時間:2021/08/06 04:21
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:吳蓓蓓
研究生(外文):Pei-Pei Wu
論文名稱:消費者類型對網路拍賣促銷策略差異化之研究
論文名稱(外文):A Study of Relationships among Consumer Typologies and Online Auction Promotional Strategies
指導教授:朱國光朱國光引用關係
指導教授(外文):Kuo-Kuang Chu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:國際管理碩士學位學程
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:英文
論文頁數:120
中文關鍵詞:金錢性促銷策略網路拍賣促銷策略網路拍賣消費者類型非金錢性促銷策略
外文關鍵詞:Monetary Promotional StrategiesOnline Auction Promotional StrategiesOnline AuctionConsumer TypologiesNon- Monetary Promotional Strategies
相關次數:
  • 被引用被引用:0
  • 點閱點閱:269
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
隨著科技進步與時間推移,網路拍賣已成為近年來最熱門的商業活動之一。網路拍賣的商機無限且給予每個人自行創業的機會,並且是個不同於傳統實體的全新商業活動。因此本研究將探討網路拍賣環境中消費者類型和網路拍賣促銷策略間之關係。
對消費者類型、網路拍賣、網路拍賣促銷策略三方面進行文獻的蒐集與探討,進而從文獻中選擇”對價格、人際關係和網路科技的重視程度”作為分類消費者之依據; 而選擇將促銷分為金錢性促銷策略和非金錢性促銷策略作為網路拍賣促銷策略的兩大分類,再輔以現今網路拍賣經常使用之促銷策略作為探討之變數。
分別經由紙本和網路問卷的發放,收集曾經有網路拍賣購買經驗之消費者資料,以進行後續主題之分析。透過集群分析將消費者分成四大類型: 一. 科技型消費者 二.面面俱到型消費者 三.人際型消費者 四. 傳統型消費者。緊接著使用百分比分析,了解此份研究中消費者之基本人口統計資料以及網路消費行為。並透過卡方檢定與單因子變異數分析探討四種類型消費者各具有何種特性以及四種類型消費者對各促銷策略之偏好。
最後對統計分析結果加以探討並做結論。且根據統計分析結果,針對四種消費者類型的特性和偏好,給予網路拍賣賣家促銷策略制定與執行之參考。期望能對網路拍賣賣家或有心投入此市場之人,有所助益。
Online auction is one of the most popular business activities recently. There is large business opportunity in online auction and everyone can creates own business through online auctions. Furthermore, online auction is totally different with traditional physical business. There are new business skills in online auction; therefore, this study will investigate the relation between consumer typologies and online auction promotional strategies.

Review the literatures of consumer typologies, online auction and online auction promotional strategies, and then choose “Value Degree to Price, Personalizing and Online Technology” to classify consumers. Further, separate online auction promotional strategies into Monetary and Non-monetary promotional strategies, and add the promotional strategies which are often used in reality to be the analysis factors.

Conduct the descriptive analysis to the demographic variable of the investigated consumers. And then, use cluster analysis to classify the investigated consumers into four typologies: 1. Technological consumers 2. Well- rounded consumers 3. Personlizing consumers 4. Traditional consumers. Next, use one-way ANOVA analysis to compare the different pricing strategies to the different consumer typologies and conduct chi-square test to analysis the different consumer typologies.

Finally, make a conclusion and provide some suggestions of promotional strategies to online auction sellers according to the characters and preference of the four consumer typologies.
I. INTRODUCTION
1.1 Research Background and Motivation
1.2 Research Objectives
1.3 Research Scope
1.4 Research Process
II. LITERATURE REVIEW
2.1 Consumer Typologies
2.2 Online Auction
2.3 Online Auction Promotional Strategies
III. RESEARCH METHODOLOGY
3.1 Research Framework and Research Hypotheses
3.2 Variable and Operational Definitions
3.3 Design of Questionnaire
3.4 Analysis Method
IV. RESEARCH ANALYSIS
4.1The Reliability and Factor Analysis
4.2 The Demographic Variable of Investigated Consumers
4.3 The Cluster Analysis of Consumer Typologies
4.4 The Differential Analysis of Consumer Typologies
V. CONCLUSIONS AND SUGGESTIONS
5.1 Research Conclusions
5.2 Research Suggestions
5.3 Research Limitation and Future Direction
REFERENCES
APPENDICES
Appendix A Questionnaire in English
Appendix B Questionnaire in Chinese
1.Yamey, B. S. (1972), Why 2,310,000 for a Velazquez? An Auction Bidding Rule, Journal of Polit Econimics, 80(6), pp.1323-27
2.Baumgartner, H. (2002). Toward a Personality of the Consumer. Journal of Consumer Research, Vol.29, pp286-292.
3.Beam, C. and Segev, A. (1998), Broker Strategies in Electronic Commerce Markets, Proceedings of the ACM Conference on Electronic Commerce, pp167-176.
4.Beam, C. and Segev, A. (1998), Auctions on the Internet: A Field Study, Working paper 98-WP-1032
5.Bellenger, D. N. and Pradeep, K. K(1980), Profiling the Recreational Shopper, Journal of Retailing, (Fall 1980),Vol56(3), pp.77-91
6.Bierman, H. S. and Fernandez, L. (1998), Game Theory with Economic Applications, Addison-Wesley, USA.
7.Bruce, D. W., and Lenita, D. (2005), Exploring the WOW in Online-auction Feedback, Journal of Business Research, Vol. 58, pp.1609-1621
8.Cassady, R (1967), Auctions and auctioneering, Berkeley: U. of Calif. Press
9.Clark, D. D(1995), Internet Cost Allocation and Pricing, Internet Economics, eds. L. W. McKnight, J. P. Bailey, pp215-278
10.Cramton(1998). Ascending Auction. European Economic Review, Vol.24, pp.3-5.
11.Darden, W. R. & Dub, A. (1974), Psychographic profiles of patronage preference group, Journal of Retailing, 50(4), pp.99-112.
12.Darden,W. R. and Perreault,W. D.(1976) , Identifying Interurban Shoppers: Multiproduct Purchase and Segmentation Profiles, Journal of Marketing Research, 13 , pp.51-60.
13.Darden,W. R. and Reynolds,F. D.(1971), Shopping Orientations and Product Usage Rates, Journal of Marketing Research, Vol. VIII, pp505-508
14.Davis, K. R.(1981), Marketing Management, 4th ed,New York: John Wiley.
15.Dean, J. (1969), Pricing Pioneering Products, the Journal of Industrial Economics, Vol. 17, No. 3, pp. 165-179.
16.DeVellis, R. F.(1991), Scale Development Theory and Applications, London: SAGE.
17.Donthu, N. and Garcia, A. (1999)”The Internet Shopper,” Journal of Advertising Research, pp.52-66
18.Guan-Jye L., Kou-Kuang C. and Chi-Hua L. (2009), An analysis of the corporate image factors affecting car rental management systems. Journal of Statistics & Management Systems. 12 (4), pp.793-812.
19.Heck, E. V. and Ribbers P. M. (1997), Experiences with Electronic Auctions in the Dutch Flower Industry, Electronic Markets, Vol. 7, pp. 429-34.
20.Honig, M. and Kenneth S. (1995), Usage-based Pricing of Packet Data Generated by a Heterogeneous User Population, Proc. IEEE INFOCOM, 2, pp864-874
21.Howard, F. and James, M. H.(2005), Managing the Influence of Internal and External Determinants on International Industrial Pricing Strategies, Industrial Marketing Management, Vol. 34, Issue 2, pp.133-146
22.Hsin-Pin F. and Kou-Kuang C. (2009), Using Fuzzy AHP and VIKOR for Benchmarking Analysis in the Hotel Industry, The Service Industries Journal.
23.Hsin-Pin F., Kuo-Kuang C., Kuan-Yu H. and Chyou-Huey C. (2009), A Study on Performance Tracing of the E-MP Policy, International Journal of Production Research.
24.Hsin-Pin F., Kuo-Kuang C., Sheng-Wei L. and Chi-Ren C.(2010), A Study on Factors for Retailers Implementing CPFR – A Fuzzy AHP Analysis , Journal of System Science and System Engineering, pp.1 -18.
25.James R. (1980), Bidding and oil leases, Greenwich, CT:J.A.I. Press
26.Kenneth F. and Robert M. (1984), Sealed Bids. Sunk Costs, and the Process of Competition, Journal of Business, 57(4), pp.417-441
27.Klein, S. (1997), Introduction to Electronic Auctions, Electronic Markets, Vol. 7, No. 4, pp. 3-6.
28.Klein, S. and Keefe M.(1999), The Impact of the Web on Auctions Some Empirical Evidence and Theoretical Considerations, International Journal of Electronic Commerce, Vol. 3, No. 3, pp.7-20
29.Kotler, P.(1998).Marketing Management Analysis, Planning, Implementation and control,9thed.,Prentice-Hall Inc.
30.Kotler, P. and Keller, K. L.(2009), Marketing management, Pearson Prentice Hall, 13th
31.Kumar, M.& Stuart I.F.(1999) , Internet Auction, IBM Research Division
32.Kuo-Kuang C. and Chi-Hua L.(2008). A Study of the effect of risk-reduction strategies on purchase intentions in online shopping. International Journal of Electronic Business Management, 6(4), 213-226.
33.Kuo-Kuang C. and Chi-Hua L. (2008). The effect of factors on consumers’ private brand attitudes and purchasing behavior. Taiwan Business Performance Journal, 2(1), pp93-118.
34.Kuo-Kuang C., Chi-Hua L. and Chiu, P. H.(2010) The Study of the quality of police services in exercising public power in Taiwan. Total Quality Management & Business Excellence, pp.1-17.
35.Kuo-Kuang, C. and Chi-Hua, L. (2010) The Study of the effects of identity-related judgment, affective identification and continuance commitment on WOM behavior. Quality & Quantity, pp.1-34.
36.Lee, H.G. (1996), Electronic brokerage and electronic auction: The impact of IT on market structures, In Proceedings of the Twenty-ninth Hawaii International Conference on System Sciences, vol. 4. Los Alamitos, CA: IEEE Computer Society Press, pp.397-406.
37.Campbell, L. and William, D. (1990), Framing and Sales Promotions: The Characteristics of a Good Deal?, Journal of Consumer Marketing, Vol.7(4), pp25-31
38.Lesser, J. A.; and Hughes, M. A.(1986), Towards a Typology of Shoppers, Business Horizons, 29, pp.56-62.
39.Lucking R. D. (2000), Auctions on the Internet: What’s Being Auctioned, and How?, Journal of Industrial Economics, Vol. 48, No. 3, pp.227-252.
40.MacKie, J. K., Murphy L. and Murphy J. (1995), Pricing Congestion Networks, IEEE Journal on Selected Areas in Communication, 13, pp1141-1149
41.Malhotra, D. and Murninghan J. K.(2001), Milked for All Their Worth: Competitive Arousal in the Chicage Cow Auction, Marketing Letter, 13 (2), pp. 15-23
42.Mary M.(2000), Now or Never: How Companies Must Change Today to Win the Battle for Internet Consumers, HarperCollins Publishers New York USA
43.Mc Knight, L. W. and J. Boroumand(2000), Pricing Internet Services after Flat Rate, Telecommunications Policy, 24, pp565-590

44.McAfee and McMillan(1987). Auctions with Stochastic Number of Bidding. Journal of Economic Theory, Vol. 43, No.1, pp.1-19.
45.Moschis, G. P. (1976), Shopping orientations and consumer uses of information, Journal of Retailing, 52(2), pp.61.
46.Nagle, T.T., Holden, R. (1995), The Strategy and Tactics of Pricing, Second Edition, Englewood Cliffs, NJ: Prentice Hall.
47.Odlyzko, A. (2001), Internet Pricing and the History of Communications, Computer Networks, 36, pp. 493-517.
48.Ohanian, R. and Armen, T. (1992). Consumers’ shopping effort and evaluation of store image attributes: The roles of purchasing involvement and recreational shopping interest, Journal of Applied Business Research, 8, p.40.
49.Oldyzko, A.(1998), “A Model Proposal for Preventing Internet Congestion,” AT&T Labs Internet Report, Florham Park, NJ
50.Oldyzko, A.(1999), Paris Metro Pricing for the Internet, Proceedings of the first ACM conference on Electronic commerce, pp140-147
51.Pride, W. M and Ferrell, O. C. (2000), Marketing: Concept and Strategies, Boston: Houghton Mifflin.
52.Quelch (1989), Sales promotion management, Prentice Hall
53.Reck, M. (1997), Trading-Process Characteristics of Electronic Auctions, Electronic Markets, Vol. 7, No. 4, pp. 17-23.
54.Reynolds, K. E. and Sharon, E. B. (1999), A relationship customer typology, Journal of Retailing, 75(4), p.509-523.

55.Schiffman, L. G. and Kanuk L. L. (2000).Consumer Behavior. 9th, Pearson Prentice Hall, Inc., ppp.104-108
56.Schultz, D. E. and Robinson, A. W.(1982).Sales Promotion Management, Chicago: Crain book.
57.Shibo Li, Kannan S. and Baohong( 2009),Journal of Marketing, Vol. 73 , pp75–92
58.Shimp(1993), Countries and their product: A cognitive structure perspective, Journal of the Academy of Marketing Science, Vol21(4), pp323-330
59.Shubik, M.(1983), Auctions, Bidding and Markets: Ahistorical Sketch, R. Engelbrecht-Wiggans ET AL., pp.33-52
60.Steven A., Daniel F., Garrett M., and Nirvikar S.(2004), Seller Strategies on eBay, Working paper, University of California
61.Stone G. P.(1954),City and urban identification observations on the social psychology of city life , The American Journal of Sociology, Vol. 60, No. 1, pp. 36-45
62.Tsai-Fa Y. and Kou-Kuang, C. (2009) Do More Investments or Higher Justice Win the Higher Loyalty?, International Journal of Electronic Business Management, 7(3), pp.210-222.
63.Tsai –Fa Y.and Kou-Kuang, C. (2010), Assessing the Effects of Switching Barriers on Satisfaction-Commitment Relationship: A study of Leisure Farms in Beijing and Taiwan, European Journal of Marketing.
64.Vaughn, R. (1980), How Advertising Works: A Planning Model, Journal of Advertising Research, Vol.20,(5), pp.27-33.
65.Vickrey(1961), Counterspeculation, Auctions and Competitive Sealed Tenders, Journal of Finance, 16(1), pp.8-37
66.Wells, W. D and Douglas J. T.(1971), “Activities, Interests and Opinions”, Journal of Advertising Research, Vol.11(4), pp.27-35
67.Williams, R. H, John J. P. and Herbert R. N.(1978), A policy-oriented typology of grocery shoppers, Journal of Retailing, Vol.54(1),p.27-43
68.Wilson(1979), Auctions of Shares, Journal of Economics, Vol.93(4), pp675-90
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關論文