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研究生:林宛臻
研究生(外文):Wan-chen Lin
論文名稱:賣方商譽與自我構念對消費者購買意願之影響-以產品種類、朋友為干擾變數
論文名稱(外文):The Effect of Seller Reputation and Self Construal on Purchase Intention – Product Category and Friend as Moderators
指導教授:潘明全潘明全引用關係
指導教授(外文):Ming-chuan Pan
口試委員:潘明全
口試委員(外文):Ming-chuan Pan
口試日期:2015-07-03
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(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:2015
畢業學年度:103
語文別:中文
論文頁數:76
中文關鍵詞:朋友自我構念賣方商譽產品種類
外文關鍵詞:Product CategoriesFriendSelf-ConstrualSeller Reputation
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近年來,由於網際網路的快速蓬勃發展,電子商務交易的便利性,掀起了網路消費的無限商機。不僅是消費者與賣家間的距離縮短,同時也說明了網路行銷通路擴大。消費者要如何從多樣化的商品中做消費決策,不僅是賣方行銷的重要方向,消費者本身的自我構念及賣家商譽間的影響,將會在消費者購買決策上扮演著相當重要的角色。
本研究是以大同大學的學生做為研究對象,除了主要探討網路賣家的商譽評分及消費者的自我構念對消費者的影響外,並以產品種類與朋友的購買做為干擾變數進行研究。本研究共有受測者 280 人,在選擇受調的學生樣本中,根據網路購物的評價表,將線上賣家以 0~10 的等級做區分,0 級為評價劣等,10 級為最高評價優等之賣家,實驗一為 2(賣方商譽:高商譽/低商譽) x 2(自我構念:獨立型/相依型) x 2(朋友購買:有/無)。及實驗二為2(賣方商譽:高商譽/低商譽) x 2(自我構念:獨立型/相依型) x 3(產品種類:搜尋品/經驗品/信任品)。
研究結果發現,消費者在不同的購物情境中,賣方商譽與自我構念確實會影響到消費者的購買意願,然而產品種類與朋友的購買亦會影響到消費者的購買意願。而當賣方商譽與自我構念的交互影響下,產品種類確實會干擾到消費者的購買意願;同樣地,在賣方商譽與自我構念的交互影響下,朋友陪同也會干擾到消費者的購買意願。
In recent years, due to the rapid development of the Internet , the convenience of e-commerce transactions, setting off a network of consumption opportunities. Not only is the distance between the consumer and the seller is shortened, but also means the Internet marketing channels to expand.
The significant rolls that consumers make a decision to buy a product comes from their self distinction and habit as well as influence from seller reputation. A business owner has to understand these factors and find a way that makes consumers choose their product from thousands of others.
This research sample from students in Tatung University and base on internet business. It discusses reputation evaluation from internet of the seller and self construal which influence to consumer. As well as classify consumer self distinction
Included friend, product categories as disturb factors. According to internet purchase evaluate table from 280 students for this research. Graded from 0-10 related to seller as 0 is the worst and 10 means best. Formula 1:2(selling reputation: up/down side) x 2(self construal: interdependence/independence) x 2(friend purchased: Yes/No.) and Formula 2:2( selling reputation: up/down side) x 2( self construal: interdependence/independence) x 3 (product categories:search, experience, and credence goods).
The results showed that consumers in different shopping situations, the seller reputation and self construal to the consumer purchase intention. However, accompanied by a friend, and product categories will affect the consumer's purchase intention. And the seller reputation and self construal interaction under the influence of product categories actually interfere with the consumer's willingness;Similarly, the seller reputation and self construal interaction under the influence of friend actually interfere with the consumer's willingness.
摘要i
目錄vi
表目錄viii
圖目錄x
第壹章 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 研究問題 3
第四節 研究流程 4
第貳章 文獻探討 5
第一節 自我構念 5
第二節 賣方商譽 8
第三節 產品種類 12
第四節 同儕團體 14
第五節 購買意願 16
第?章 研究方法 19
第一節 研究架構 19
第二節 研究假設 20
第三節 變數操作性的定義與衡量 21
第四節 問卷調查設計 25
第五節 正式實驗 25
第六節 統計分析方法 31
第肆章 研究結果與分析 32
第一節 樣本結構 32
第二節 信度分析 36
第三節 變異數分析 37
第四節 敘述統計彙整 43
第伍章 研究結論與建議 55
第一節 研究結論 55
第二節 研究貢獻 57
第三節 研究限制 59
第四節 對後續研究之建議 59
參考文獻 61
附錄67
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