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研究生:林依潔
研究生(外文):Lin, Yi-Chieh
論文名稱:以理性行為理論探討O2O模式對消費者購買行為意圖之影響
論文名稱(外文):To Study the Purchasing Intension of Consumers in O2O e-Commerce based on Theory of Reasoned Action
指導教授:陳灯能陳灯能引用關係
指導教授(外文):Chen, Deng-Neng
口試委員:林杏子邵敏華陳灯能
口試委員(外文):Lin, Hsing-TzuShao, Min-HuaChen, Deng-Neng
口試日期:2016-07-19
學位類別:碩士
校院名稱:國立屏東科技大學
系所名稱:資訊管理系所
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:2016
畢業學年度:104
語文別:中文
論文頁數:118
中文關鍵詞:O2O消費模式廣告價值模式理性行為理論
外文關鍵詞:O2Oadvertisement value modelTheory of Reasoned Action
相關次數:
  • 被引用被引用:5
  • 點閱點閱:311
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
在O2O消費模式的崛起下,企業或店家會透過網路廣告、Apps等方式傳遞商品資訊、優惠卷及體驗活動並於實體商店提供服務。此行銷方式不僅能宣傳品牌理念,更能有效提升銷售量。換言之,網路廣告與Apps能讓消費者快速找尋所需的商品,且享受即時優惠的價格。另外,體驗活動也能讓消費者更加瞭解商品的特性。因此,本研究認為企業或店家若能進行虛實整合,不但能讓消費者產生忠誠度,更能使企業或店家管理長期顧客關係。本研究以理性行為理論(TRA)結合廣告價值模式為理論基礎,探討消費者使用O2O消費模式時是否會受到態度、主觀規範、廣告價值的影響,進而改變購買行為。本研究以使用網路購物及行動購物之經驗者為研究對象,並使用問卷調查法探討消費者使用網路購物及行動購物之影響因素。針對222份有效樣本並利用SPSS 20.0及Smart PLS進行資料分析。研究結果顯示,消費者在使用O2O消費模式時會受到態度、主觀規範、網路廣告價值、網路廣告態度等顯著的影響,進而改變購買意圖。
With the development of O2O e-Commerce, the enterprise can use their Internet advertisements and Apps to transmit the information of merchandise and experiencing activities to consumers, and then provide service in physical stores. This promotion method can not only propagate the brand, but also promote the volume of sales. In other words, the advisement on Internet and Apps can help the consumers to search their concerning products effectively and get profitable price. In addition, the experience activities can improve the consumers being more understanding the features of the products. Hence, this research considers if the enterprise can integrate their promotion between the virtual and physical store, as a result, it can enhance the loyalty and increase the relations between customers and their enterprise.
In this research, we use Theory of Reasoned Action (TRA) and Advertisement Value Model to develop a research model to explore the consumers’ behavior in O2O e-Commerce. The attitude, subjective norm, and advertisement values to consumers are major independent variables to investigate their influences on purchasing intention. We conducted an empirical questionnaire survey and collected 222 effective samples. We applied SPSS 20.0 and Smart PLS 3.0 as statistical tool to analyze the data. The results show that the purchasing intention of consumers can be affected significantly by attitude, subject norm, Internet advertisement value and Internet advertisement attitude.

目錄
摘要 I
Abstract II
謝誌 IV
目錄 V
圖目錄 VIII
表目錄 IX
第 1 章、 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 8
1.3 研究流程 9
第 2 章、 文獻探討 11
2.1 O2O消費模式 11
2.1.1 O2O消費模式之定義 11
2.1.2 O2O消費模式之分類 13
2.1.3 O2O消費模式之特點 16
2.2 網路廣告 18
2.2.1 網路廣告之定義 18
2.2.2 網路廣告之態度與價值 20
2.3 預訂服務 24
2.3.1 服務便利性之定義 24
2.4 價格促銷 26
2.5 體驗行銷之相關理論 27
2.5.1 體驗行銷之發展 27
2.5.2 傳統行銷與體驗行銷之差異 28
2.5.3 體驗行銷之架構 30
2.6 網路口碑 34
2.7 品牌形象 36
2.8 理性行為理論(Theory of Reasoned Action) 38
2.8.1 TRA之基本架構 38
2.8.2 TRA之基本構面 39
第 3 章、 研究方法 40
3.1 研究架構 40
3.2 研究假說 41
3.3 變數操作型定義 46
3.4 問卷設計 57
3.4.1 研究對象與資料收集方式 57
3.4.2 研究工具 58
3.4.3 問卷發放 59
3.4.4 研究步驟 59
3.4.5 問卷資料分析工具 61
第 4 章、 資料分析 63
4.1 資料蒐集 63
4.2 前測問卷分析 64
4.2.1 衡量模型 64
4.3 正式問卷分析 68
4.3.1 樣本基本資料分析 68
4.3.2 衡量模型 74
4.3.3 研究假說驗證 78
第 5 章、 結論與建議 85
5.1 研究結果 85
5.2 研究貢獻 92
5.3 研究限制 94
5.4 未來展望 94
參考文獻 95
附錄一、研究問卷 112


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