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研究生:李梓豪
研究生(外文):Lee, Tzu-Hao
論文名稱:品牌服飾網站交叉購買驅動因素之研究
論文名稱(外文):Internet Cross-buying Driving Factors of Online Apparel Brand
指導教授:徐純慧徐純慧引用關係
口試委員:陳銘薰賴明政
口試日期:2012-06-14
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2012
畢業學年度:100
語文別:中文
論文頁數:91
中文關鍵詞:交叉購買交叉購買驅動因素網站交叉購買驅動因素行銷溝通網路服飾
外文關鍵詞:cross-buyingcross-buying driving factorsinternet cross-buying driving factorsmarketing communication
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  • 下載下載:12
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因為全球經濟不景氣,造成各國民眾消費能力降低,導致國家經濟衰退,各國企業無不想盡辦法來維持或增加銷售數量以及利潤。近年來企業發現獲取新顧客的成本遠高於鼓勵現有顧客進行交叉購買以增加銷售額之成本。因此,如何驅動顧客交叉購買以提升銷售業績,是值得零售業者關心之重大議題。由於電子商務之蓬勃發展,網路購物蔚為風潮,本研究將探討「網站交叉購買驅動因素」。為瞭解「網站交叉購買驅動因素」,本研究先以質性訪談以及內容分析法分別探討影響網路消費者交叉購買驅動因素,以及網站服飾業者之推動交叉購買銷售策略,由此設計問卷並以350位網路服飾消費顧客為樣本,進行問卷調查,並採用結構方程模式確證本研究所提出之概念模型。研究結果發現,「網站交叉購買驅動因素」包含:「價格認知公平」、「便利性」、「退貨處理」、「服務疏失補救」、「焦點購買」、「口碑」、「使用經驗」、「商品呈現」八大因素。「網站交叉購買驅動因素」能促進顧客之「交叉購買意圖」,而「行銷溝通」有助於其「網站交叉購買驅動因素」對顧客之「交叉購買意圖」之影響。因此本研究建議網路品牌服飾業者應有效掌握「網站交叉購買驅動因素」之內涵,並善加運用「行銷溝通」,藉此提昇顧客之「網站交叉購買意圖」。
Owing to the global economy depression, consumer’s buying power has dropped significantly and leads to the consequence of an even worse economy set back, this problem has lead companies to come up with new methods to boost or maintain its sales or profit. In recent years, companies have found out that the cost of finding new consumers is much higher than encouraging old consumers to engage in cross-buying behaviors. Therefore, how to motive consumers to engage in this cross-buying behavior is an important issue for companies.
Nowadays, because of the development of e-commerce, internet shopping is a popular trend worldwide; this research will discuss the internet cross-buying driving factors. In order to understand internet cross-buying driving factors, we conducted qualitative interviews and content analysis method to find out factors that triggers online consumer’s cross-buying behavior, as well as the promotion strategy launched by companies.
In this research, we conducted a survey of 350 questionnaires and test our conceptual model through SEM. Our research found out that internet cross-buying driving factors includes 8 major factors, which are, payment equity, convenience, product return, service recovery, focus buying, word-of-mouth, user experience, and product present.
Internet cross-buying driving factors can enhance consumer’s intention towards cross-buying and marketing communication also helps internet cross-buying driving factors towards consumer’s cross-buying intention. Our research provides internet cross-buying driving factors suggestions for online apparel companies; in addition, marketing communication can also enhance consumer’s internet cross-buying intention.

論文提要 I
ABSTRACT II
目 錄 III
圖 次 V
表 次 VI
第一 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 交叉購買及其驅動因素 6
第二節 交叉購買意圖 12
第三節 行銷溝通 13
第四節 台灣服飾零售業之沿革與現況 17
第三章 研究設計 22
第一節 以質性研究分析網站交叉購買驅動因素 23
第二節 網站服飾之行銷溝通分析 27
第三節 質性研究結果分析 30
第四章 量化研究架構與研究方法 31
第一節 研究架構與假說 31
第二節 變數定義與衡量 35
第三節 問卷設計、研究範圍與抽樣設計 41
第四節 資料分析法 41
第五章 資料分析與討論 43
第一節 樣本敘述統計 43
第二節 量表信度與效度 46
第三節 模型探討及路徑檢定 53
第四節 模型確證 59
第六章 結論與建議 61
第一節 研究結論 61
第二節 策略意涵 63
第三節 對後續研究的建議 66
第四節 研究貢獻 67
參考文獻 68
附錄 72

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張佳穎(2010),「行銷溝通」與「產品涉入」對「交叉購買驅動因素」之影響-以美髮業為例研究。
經濟部商業司(2000),服飾店經營管理實務,經濟部商業司。

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