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研究生:郭妙玲
研究生(外文):Kuo,MiaoLing
論文名稱:C To C關係銷售行為以網路購物為例
指導教授:陳恒毅陳恒毅引用關係
指導教授(外文):Chen,HengYi
口試委員:陳宗輝溫國豪陳恒毅
口試委員(外文):Chen,ZongHuiWen,GuoHaoChen,HengYi
口試日期:2011-06-07
學位類別:碩士
校院名稱:高苑科技大學
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:2011
畢業學年度:99
語文別:中文
論文頁數:100
中文關鍵詞:層級分析法C To C電子商務德爾菲法關係銷售行為
外文關鍵詞:Delphi MethodAnalytic Hierarchy Process (AHP)Customer-To-Customer E-commerceRelational Selling Behavior
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本研究將針對日漸普遍的網路購物,探討影響消費者對消費者(C to C)網路購物關係銷售行為的原因,並且找出最主要的因素加以分析及說明。所謂C to C (消費者對消費者電子商務) 的經營模式是將大量的個人買主和賣主聯繫起來,以進行商品的線上交易。本研究架構分為二個部份,第一是透過相關文獻及德爾菲法(Delphi Method)之專家群找出適於消費者對消費者之關係銷售行為,擬定出包括合作行為、接觸強度、互相揭露三大構面及十六項評估準則,第二是以層級分析法(AHP)來決定準則之相對權重。本研究替選方案以目前台灣網路購物者心目中理想前三大網購平台:Yahoo、Pchome、Hinet為例,應用此模式進行實證研究。研究結果發現消費者重視的主構面依序為合作行為(0.477)、互相揭露(0.319)、接觸強度(0.203);其中影響C To C網路購物關係銷售行為六大關鍵評估準則依權重排序。1.賣方所賣出的產品,能做到完整的售後服務。2.網拍業者提供透明且誠實的商品資訊,供顧客參考。3.賣方能針對買方提出的問題,即時且正確的做出回應。4.買賣雙方能履行商品安全交易規則、與違規者之退場制。5.賣方能針對買方的需求,在價格上能給予彈性的議價空間。6.網拍業者提供顧客交易安全平台的功能。另外三家網路購物平台之評選結果以Yahoo(0.539)最佳,其次為Pchome(0.333)、Hinet(0.160)。
目錄
摘要.....................................................................................................................I
Abstracts.............................................................................................................II
誌謝...................................................................................................................III
目錄....................................................................................................................V
表目錄..............................................................................................................VIII
圖目錄.................................................................................................................X
公式目錄............................................................................................................. X
第一章 緒論.......................................................................................................1
第一節 研究背景...........................................................................................1
第二節 研究動機............................................................................................3
第三節 研究目的............................................................................................4
第四節 研究流程............................................................................................4
第二章 文獻探討................................................................................................6
第一節 電子商務............................................................................................6
第二節 網路購物............................................................................................9
第三節 關係銷售行為..................................................................................13
第四節 關係銷售行為各層面下指標的文獻..............................................19
第三章 研究方法..............................................................................................30
第一節 研究架構 ........................................................................................30
第二節 研究方法..........................................................................................30
第三節 研究設計..........................................................................................43
第四章 研究結果與分析..................................................................................46
第一節 專家問卷調查分析結果..................................................................46
第二節 層級結構分析結果..........................................................................53
第三節 各層級要素間相對權重之計算結果..............................................61
第五章 結論與建議..........................................................................................66
第一節 研究結論..........................................................................................66
第二節 實務上之建議..................................................................................68
第三節 本研究之貢獻..................................................................................71
第四節 對後續研究者的建議......................................................................72
參考文獻............................................................................................................73
中文文獻............................................................................................................73
英文文獻............................................................................................................76
附錄一:第一次德爾菲專家問卷....................................................................84
附錄二:第二次德爾菲專家問卷....................................................................87
附錄三:AHP層級分析問卷..............................................................................91

表目錄
表1-1 2008-2009年台灣線上購物現況.........................................................2
表1-2 2008-2009年台灣網路購物產品取向...................................................2
表2-1 2008年網友C To C購物前十大品項.....................................................8
表2-2 關係行銷的定義...................................................................................14
表2-3 關係品質之定義...................................................................................16
表2-4 學者對互動所下的定義......................................................................23
表2-5 拍賣網站互動性功能...........................................................................24
表3-1 AHP 評估尺度意義及說明...................................................................40
表3-2 AHP階層數及其相對之隨機指標.........................................................42
表3-3 權重計算表...........................................................................................43
表4-1 德爾菲問卷回收情形...........................................................................48
表4-2 第一次德爾菲法問卷結果...................................................................49
表4-3 第一次德爾菲問卷專家意見彙整表...................................................50
表4-4 第二次德爾菲法問卷結果...................................................................52
表4-5 網路購物之C To C關係銷售行為第二層評估構面之綜合成對比較矩陣...........................................................................................................53
表4-6 網路購物之C To C關係銷售行為第三層評估準則合作行為構面下之綜合成對比較矩陣..............................................................................54
表4-7 網路購物之C To C關係銷售行為第三層評估準則接觸強度構面下評估準則之綜合成對比較矩陣...............................................................55
表4-8 網路購物之C To C關係銷售行為第三層評估準則互相揭露構面下評估準則之綜合成對比較矩陣...............................................................57
表4-9 網路購物之C To C關係銷售行為第四層替選方案之綜合成對比較
矩陣........................................................................................................58
表4-10 三個評估構面之特徵向量與評估準則權重......................................61
表4-11 十六項評估準則下三個評選方案之特徵向量與評估準則權重…...61
表4-12 三個評估構面下三家網路購物平台之特徵向量與構面權重..........63
表4-13 評估構面及十六項評估準則之層級權重與排序..............................63
表5-1 影響C To C網路購物關係銷售行為六大關鍵評估準則表................68








圖目錄
圖1-1研究流程圖............................................................................................5
圖2-1 2008年我國網友C To C交易年度消費金額分布............................8
圖2-2關係銷售行為模式圖..........................................................................14
圖2-3 Crosby (1990)關係品質模型...............................................................17
圖2-4關係品質之關鍵中介變數模式..........................................................19
圖3-1建立層級架構之研究流程圖..............................................................30
圖3-2德爾菲法使用流程..............................................................................33
圖3-3 AHP層級分析法應用流程圖............................................................38
圖3-4 AHP層級結構示意圖........................................................................40
圖3-5 問卷層級架構圖.................................................................................45
圖4-1網路購物之C To C關係銷售行為之層級預試架構........................47
圖4-2網路購物之C To C關係銷售行為之修正層級架構........................51
圖4-3 網路購物之C To C關係銷售行為評估構面下方案排序...............54
圖4-4 網路購物之C To C關係銷售行為第三層評估準則合作行為構面下方案排序.............................................................................................55
圖4-5 網路購物之C To C關係銷售行為第三層評估準則接觸強度構面下方案排序.............................................................................................56

圖4-6 網路購物之C To C關係銷售行為第三層評估準則互相揭露構面下方案排序...........................................................................................56

















公式目錄
公式3.1 變異係數 ...............................................................31
公式3.2 標準差
.........................................31
公式3.3 平均數
...................................................31
公式3.4 成對矩陣 ............................................................................40





公式3.5 各層級因素之權重 ................................................................41


公式3.6 最大特徵值 ..........................................................................41

公式3.7 一致性指標(Consistency Index; C.I).....................................41
C.I.=
公式3.8 一致性比率(Consistency Ratio;C.R.) .....................................41
C.R=



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