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研究生:王麗玥
研究生(外文):Wang, Li Yue
論文名稱:網路團購人際關係、知覺風險、知覺價值對購買意願之影響
論文名稱(外文):The Effects of Interpersonal Relationship, Perceived Risk, and Preceived Value on Purchasing Intention in Online Group-Buying
指導教授:鍾育明鍾育明引用關係
指導教授(外文):Chung, Yu Ming
口試委員:李德治吳智鴻
口試日期:2010/12/17
學位類別:碩士
校院名稱:大葉大學
系所名稱:管理學院碩士在職專班
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:2010
畢業學年度:99
語文別:中文
論文頁數:79
中文關鍵詞:網路團購人際關係知覺風險知覺價值購買意願
外文關鍵詞:Online Group-BuyingInterpersonal RelationshipPerceived RiskPreceived valuePurchasing Intention
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團購是一種愈來愈受歡迎的網路商業模式,但網路購物比傳統購物存在著更多的不確定性和風險,因此網路結合傳統團購的新興模式隨之而起。
然而,先前的研究主要在於討論虛擬社群而未探討網路團購參與者之真實人際關係,因此本研究目的在了解團員之人際關係對網路團購意願之影響。
本研究是透過問卷發放(questionnaires survey)的方式,分別請北、中、南三區曾經參與網路團購之消費者協助填寫。總共寄發了410份問卷,總共回收373份,請其依據對人際關係、知覺風險、知覺價值及購買意願之看法進行填答。去除無效問卷及沒填寫完成者27份,總共有效問卷為346份,回收率為92%。
本研究結果發現:參與網路團購時
一、 人際關係對知覺價值有顯著的正向影響。
二、 知覺風險對知覺價值有顯著的負向影響。
三、 知覺風險對購買意願有顯著的負向影響。
四、 知覺價值對購買意願有顯著的正向影響。
五、 人際關係對購買意願有顯著的正向影響。

中文摘要 iii
誌謝辭 v
內容目錄 i
表目錄 iii
圖目錄 v
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 2
第二章 文獻探討 4
第一節 人際關係 4
第二節 知覺風險 13
第三節 知覺價值 18
第四節 購買意願 24
第三章 研究方法 32
第一節 研究架構 32
第二節 研究假設 32
第三節 研究變數與衡量工具 37
第四節 樣本與資料蒐集 42
第五節 資料分析方法 43
第六節 信度與效度分析 45
第四章 實證結果分析 51
第一節 基本資料分析 51
第二節 相關分析 53
第三節 平均數差異分析 54
第四節 迴歸分析 66
第五章 結論與建議 71
第一節 研究結論 71
第二節 管理實務上的建議 75
第三節 研究限制與未來研究建議 78
參考文獻 79
附錄—問卷 90

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