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研究生:王肇祺
研究生(外文):Wang, ChaoChi
論文名稱:資訊推薦方式對網路團購意願影響之研究
論文名稱(外文):The Influence of Information Argument Form on Online Group Buying Intention
指導教授:吳英隆吳英隆引用關係王蕙芝
指導教授(外文):Wu, YinglungWang, Huichih
口試委員:吳英隆王蕙芝董和昇阮金聲
口試委員(外文):Wu, YinglungWang, HuichihDung, HeshengRuan, Jinsheng
口試日期:2012-10-04
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理學系暨研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2012
畢業學年度:101
語文別:中文
論文頁數:67
中文關鍵詞:論證模式感受價值功利型商品享樂型商品網路團購意願
外文關鍵詞:Argument FormPerceived ValueUtilitarian ProductHedonic Product,Online Group Buying Intention
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網路團購在台灣及全世界快速成長,但目前的相關研究多從經濟模型預測最適定價的角度來探討,卻忽略的消費者決策過程的討論。本研究擷取行銷學中的廣告溝通理論,從產品推薦策略中的論證模式,探究該推薦策略的設計將如何影響與消費者對於不同類別商品所感受到的價值,進而增進其網路團購的意願。本研究採用實驗室試驗法,根據120名國立大學學生與研究生組成的樣本,針對不同的推薦方式(純推薦與推薦加上資料及支持),搭配不同的商品類別(功利型商品與享樂型商品),進行2X2的實驗。研究結果發現,無論消費者面對何種類別之商品,推薦加上資料及支持的商品推薦方式,對於消費者所產生的感受價值,都明顯高過純推薦的推薦方式,並影響消費者們加入網路團購的意願。
Online Group buying grows rapidly in Taiwan and worldwide. However, existing studies mainly focused on using the econometric model to predict the best price discount. Few have explored this important topic from the lens of consumer decision making process. This study applied the marketing theory of communication strategy and aimed to test how consumers’ intention to join the online group buying may be influenced by argument forms of the online recommendations provided at the webstore via the lens of perceived value on different types of product. Base on 120 students from one of the national universities, this study have utilized the 2X2 laboratory experiments base on two different recommendation strategies (recommend and recommend with data and warrant), and two product categories (utilitarian and hedonic). Findings indicated that regardless the product category, the recommend with data and warrant would best shape consumers’ intention to join the online group buying.

論文摘要 i
第一章 緒論 6
第一節 研究背景與動機 6
第二節 研究流程 7
第二章 文獻探討 8
第一節 團購 8
2-1-1 團購之定義 8
2-1-2 網路團購 10
2-1-3 團購之機制 13
第二節 感受價值 16
2-2-1 享樂主義與功利主義 17
2-2-2 感受價值模式 20
第三節 論證模式 23
2-3-1 訊息品質 23
2-3-2 TAP論證模式 23
第四節 商品類別 27
第五節 購買意圖 31
第三章 研究方法 33
第一節 研究架構 33
第二節 研究假說 34
第三節 變數之操作型定義與衡量 37
第四節 研究設計 40
3-4-1 問卷調查對象及數量 41
3-4-2 實驗設計 41
第四章 資料分析 43
第一節 樣本基本資料分析 43
第二節 信度與效度分析 44
4-2-1 信度分析 44
4-2-2 效度分析 46
第三節 研究假說檢定 48
第五章 研究結論與建議 56
第一節 研究結論 56
第二節 理論與實務貢獻 58
第三節未來研究方向與研究限制 59
參考文獻 61

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