臺灣博碩士論文加值系統

近來，網路直播掀起熱潮，線上透過直播的拍賣吸引消費者。相較於一般網路拍賣只能觀看商品圖片和資訊，網路直播除了讓觀眾直接觀賞商品的即時影像，直播主或賣家可立即回覆觀眾提問，使買家更易掌握商品狀況。直播拍賣與電視購物頻道都是由主持人藉由影像介紹商品，都仰賴主持人的熱情與口舌來展現商品的特色與優點。主持人表現得愈有活力 便愈容易抓住觀眾目光，將商品形容得越特別越能促使觀眾購買。有關「網路直播信任」的探討卻有所不足，信任是相當抽象的觀念，在網路拍賣中，是否可以透過制度型信任機制來增強消費者對網路拍賣賣方的信任與消費者知覺價值，繼而增加購買意願，是值得深入探討的重要議題。因此，本研究探討影響買方於直播拍賣網站平台競標意圖之因素。利用結構方程模式考驗測量題目的合適度、模型配適度及路徑屬性。結果顯示問卷的信度與效度尚可，觀眾的競標意圖受互動性、安全性、知覺風險的正向影響。然而，信任和便利性並沒有顯著影響競標意圖。最後，根據各項研究結果提供管理意涵與建議供網路直播拍賣業者之參考。

Recently, webcast is all the rage, sellers try to attract consumers by life auction. Compared with online shopping which offers pictures and information about goods, webcast not only offers current images of goods, hosts or sellers can also answer the questions asked by audiences. Thus, the purchasers can get more information about the goods more easily. Both webcast and TV-shopping introduce their goods by the host through images. It depends on the enthusiasm and eloquence of the host to show the features and advantages of the goods. The host who shows more vigorously, catches more audience’s eyes, and describes the goods more specially can sell more goods. But discussion for trust in webcast is not enough. Trust is a quite abstract idea. During auction by webcast, it’s worth discussing deeply to understand if it can increase customers’ purchasing willingness by strengthening consumers’ trust in sellers and perceived value. This study explores the factors influencing purchasers’ intentions to bid on the web-based live auction platforms. A structural equation modeling approach was used to test the appropriateness of the measurements, the model fitness, and the path attributes. Results showed that the reliability and validity of the questionnaire were acceptable, and the intention to bid was positively influenced by interactivity, safety and perceived risk. However, trust and convenience did not affect intention to bid. Finally, several management implications
and recommendations for web-based live auction are provided according to the results of the study.

目錄

中文摘要……………………………………………………………………iii
英文摘要……………………………………………………………………iv
誌謝辭…………………………………………………………………………vi
目錄……………………………………………………………………………vii
表目錄…………………………………………………………………………x
圖目錄…………………………………………………………………………ix
第一章 緒論………………………………………………… 1
第一節 研究背景…………………………………………… 1
第二節 研究動機與目的………………………………4
第三節 研究範圍與流程………………………………6
第二章 文獻探討…………………………………………8
第一節 知覺風險………………………………………………8
第二節 信任與互動性……………………………………12
第三節 便利性……………………………………………………15
第四節 安全性……………………………………………………16
第三章 研究方法…………………………………………17
第一節 研究架構與假說………………………………17
第二節 操作型定義與衡量工具…………………20
第三節 資料分析方法……………………………………………24
第四節 預式分析……………………………………………………26
第四章 結果與討論………………………………………………29
第一節 樣本分析…………………………………………………… 29
第二節 測量模型…………………………………………………… 33
第三節 結構模型…………………………………………………… 38
第四節 討論………………………………………………………… 40
第五章 結論與建議……………………………………………… 42
第一節 研究結論…………………………………………………… 42
第二節 管理意涵…………………………………………………… 43
第三節 研究限制…………………………………………………… 44
第四節 後續研究建議……………………………………………… 44
參考文獻………………………………………………………………………………46
附錄一 研究問卷…………………………………………………………55

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