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研究生:饒恬綺
研究生(外文):Tien-Chi Jao
論文名稱:詐欺退貨意圖之實證研究
論文名稱(外文):Fraudulent Returning Intention: An Empirical Analysis
指導教授:朱素玥朱素玥引用關係
指導教授(外文):Su-Yueh Chu
學位類別:碩士
校院名稱:國立屏東商業技術學院
系所名稱:行銷與流通管理系(所)
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:102
中文關鍵詞:詐欺退貨計劃行為理論公眾自我意識
外文關鍵詞:Theory of Planned BehaviorFraudulent returningPublic self-consciousness
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隨著全球零售業持續地成長,零售商是否提供良好的顧客服務一直是大家所關注的焦點。然而當零售商提供服務給消費者時,也會接受消費者的退貨。在合理範圍內,零售商會盡量讓顧客退貨以滿足消費者的需求,然而消費者卻可能得寸進尺而做出傷害零售商的行為。因此不正常的消費者行為成為大家逐漸關注的議題。
本研究以計劃行為理論為理論基礎,並以過去經驗、公眾自我意識、對退貨政策的知識、知覺對店家影響、尋求刺激的需要、消費者漠視以及知覺服務品質等構面做為計劃行為理論的前因,來探討對消費者行為意圖所產生的影響,藉以了解零售商提供仁慈退貨政策的背後,是否會衍生出消費者詐欺退貨的行為。本研究以實體店舖與網路購物的消費者為研究對象,首先根據文獻建立研究模式且提出研究假說,接著以問卷方式進行調查,並取得有效樣本734份,最後運用結構方程式(SEM)來驗證模式的配適度與研究假說。
研究結果發現:(1)本研究所建立之模式具合理配適度;(2)消費者對詐欺退貨的態度、主觀規範及知覺行為控制對詐欺退貨的行為意圖分別有顯著影響;(3) 過去經驗對主觀規範具有正向顯著影響效果;(4)消費者對詐欺退貨的態度會受到過去經驗與知覺對店家影響的正向顯著影響,且會受到對退貨政策的知識的負向顯著影響;(5)消費者的知覺行為控制會受到對公眾自我意識、對退貨政策的知識、知覺對店家影響、尋求刺激的需要及知覺服務品質的正向顯著影響。最後本研究則根據研究結果提出具體的管理意涵及未來後續研究建議。
Along with the continuous growth of the global retailing, everyone has focused on whether retailers provide good customer services or not. When retailers provide services to customers, they also promise customers to return products to them. Within a reasonable range, retailers will try to let customers return products, then to meet customers’ needs, but customers are insatiable and likely to do something that damage retailers. Therefore, dysfunctional customer behaviors have become the issues that we are increasingly concerned about.
The purpose of this paper is to explore whether customers are likely to become fraudulent returner behind the offering of lenient returns policies by retailers or not. In order to effectively explore the intention of fraudulent returning, we apply the Theory of Planned Behavior (TPB) as the basic theory. The dimensions of past experience, public self-consciousness, knowledge of return rules and regulations, perceived impact of fraudulent returning, thrill-seeking need, anomia, and perceived service quality are the antecedents of the TPB. This study establishes research model and hypothesis according to the literatures. The 734 valid samples are from physical store and online customers by questionnaires. Finally, this study uses Structural Equation Modeling (SEM) to test the model fit and hypothesis.
The findings of the research are as following: (1) The research model has its reasonable fitness. (2) Attitude toward fraudulent return, subject norm and perceived behavior control have respectively significant effects on fraudulent return intention. (3) Past experience has positive significant impact on subject norm. (4) Past experience and perceived impact of fraudulent returning have positive significant effects on attitude toward fraudulent return; knowledge of rules and regulations has negative significant effects on attitude toward fraudulent return. (5) Public self-consciousness, knowledge of rules and regulations, perceived impact of fraudulent returning, thrill-seeking needs and perceived service quality have positive significant effects on perceived behavior control. Finally, we propose practical implications and additional researches by the results of study.
目錄
摘要 --------------------------------------------------- i

Abstract ------------------------------------------------- ii

誌謝 --------------------------------------------------- iii

目錄 --------------------------------------------------- iv

表目錄 ------------------------------------------------- v

圖目錄 ------------------------------------------------- vi

第一章 緒論 ---------------------------------------------1

第一節 研究背景與研究動機-------------------------------------- 1

第二節 研究目的與研究問題-------------------------------------- 3
第三節 研究流程------------------------------------------------ 4

第二章 文獻探討------------------------------------------5
第一節 計劃行為理論-------------------------------------------- 5
第二節 詐欺退貨----------------------------------------------- 10
第三節 心理因素----------------------------------------------- 14
第三章 研究方法-----------------------------------------25
第一節 研究架構----------------------------------------------- 25
第二節 研究假說----------------------------------------------- 26
第三節 研究變數之操作性定義----------------------------------- 34
第四節 問卷設計----------------------------------------------- 37
第五節 抽樣設計----------------------------------------------- 46
第六節 資料分析方法------------------------------------------- 47
第四章 資料分析---------------------------------------- 52
第一節 基本資料分析------------------------------------------- 52
第二節 信度與效度分析----------------------------------------- 59
第三節 整體模式分析與假說驗證--------------------------------- 67
第五章 結論與研究建議---------------------------------- 74
第一節 研究結果----------------------------------------------- 74
第二節 管理意涵----------------------------------------------- 78
第三節 研究限制與未來研究建議--------------------------------- 80
參考文獻----------------------------------------------- 81
附錄:本研究問卷--------------------------------------- 93
表目錄
表3-3-1 詐欺退貨的過去經驗之問項設計--------------------------------- 38
表3-3-2 公眾自我意識之問項設計--------------------------------------- 38
表3-3-3 對退貨政策的知識之問項設計----------------------------------- 39
表3-3-4 消費者漠視之問項設計----------------------------------------- 39
表3-3-5 尋求刺激的需要之問項設計------------------------------------- 40
表3-3-6 知覺對店家的影響之問項設計----------------------------------- 41
表3-3-7 詐欺退貨的意圖之問項設計------------------------------------- 41
表3-3-8 對詐欺退貨的態度之問項設計----------------------------------- 42
表3-3-9 主觀規範之問項設計------------------------------------------- 42
表3-3-10知覺行為控制之問項設計--------------------------------------- 43
表3-3-11知覺服務品質之問項設計--------------------------------------- 44
表3-5 整體模式配適度之評估標準------------------------------------- 51
表4-1-1 基本資料狀況分配表------------------------------------------- 55
表4-1-2 詐欺退貨的過去經驗之敘述性統計------------------------------- 53
表4-1-3 公眾自我意識之敘述性統計------------------------------------- 54
表4-1-4 對退貨政策的知識之敘述性統計--------------------------------- 54
表4-1-5 消費者漠視之敘述性統計--------------------------------------- 55
表4-1-6 尋求刺激的需要之敘述性統計----------------------------------- 55
表4-1-7 知覺對店家的影響之敘述性統計--------------------------------- 56
表4-1-8 詐欺退貨意圖之敘述性統計------------------------------------- 56
表4-1-9 對詐欺退貨的態度之敘述性統計--------------------------------- 57
表4-1-10主觀規範之敘述性統計----------------------------------------- 57
表4-1-11知覺行為控制之敘述性統計------------------------------------- 57
表4-1-12知覺服務品質之敘述性統計------------------------------------- 58
表4-2-1 詐欺退貨的過去經驗之信度分析--------------------------------- 59
表4-2-2 公眾自我意識之信度分析--------------------------------------- 59
表4-2-3 對退貨政策的知識之信度分析----------------------------------- 60
表4-2-4 消費者漠視之信度分析----------------------------------------- 60
表4-2-5 尋求刺激的需要之信度分析------------------------------------- 61
表4-2-6 知覺對店家的影響之信度分析----------------------------------- 61
表4-2-7 詐欺退貨意圖之信度分析--------------------------------------- 61
表4-2-8 對詐欺退貨的態度之信度分析----------------------------------- 62
表4-2-9 主觀規範之信度分析------------------------------------------- 62
表4-2-10知覺行為控制之信度分析--------------------------------------- 62
表4-2-11知覺服務品質之信度分析--------------------------------------- 63
表4-2-12各變數之驗證性因素分析--------------------------------------- 63
表4-2-13各變數之相關係數--------------------------------------------- 66
表4-3-1 整體模式配適度結果------------------------------------------- 68
表4-3-2 理論結構模式路徑係數與假說驗證------------------------------- 73
圖目錄
圖1-1 研究流程-------------------------------------------------------- 4
圖2-1 計劃行為理論結構模型圖------------------------------------------ 6
圖3-1 研究架構圖----------------------------------------------------- 25
圖4-1 本研究之線性結構模式------------------------------------------- 72
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