臺灣博碩士論文加值系統

網際網路的成熟，使網路購物蓬勃發展，顧客有更多元的平台作為網路購物的選擇，近年以社群媒體為主的新渠道被開闢，以互動及交流為主的模式吸引大批顧客，國內部分服飾業者也利用社群高頻互動、高曝光度的優勢作為自有品牌的溫床。相較過去的傳統電商平台，對於顧客及業者，如何有效的選擇平台與策略，達成有效的買賣關係，並能夠長久經營，為本研究探討之主要目的。
本研究以國內傳統電商品牌Yahoo拍賣與當代社群媒體品牌Instagram的品牌權益觀點進行比對，而後以知覺品質構面，分析知覺價質與知覺風險對購買意願之影響，並以此為基礎提出較適應市場之服務及行銷策略，達成品牌化及提升品牌權益之目的，並進一步提升購買意願。
本研究以網路問卷之調查方式，共計回收有效問卷372份，資料分析方法以描述性統計分析、信度分析、獨立T檢定分析、效度分析及迴歸分析，研究結果顯示，當商品為白牌服飾時，無論何種平台之品牌權益，皆會影響知覺價值，而知覺價值的增加，同樣會影響顧客的購買意願，其中有關於知覺風險的部分，對於購買意願之影響微弱，本研究認為是目前國內網路購物相關法規及物流的成熟，對於顧客的保障甚為完整，使顧客相對來說較為在意網路購物平台的知覺價值及其他品牌權益。選擇社群媒體的顧客比例已與選擇傳統電商的顧客比例一致，普遍來說，社群媒體的顧客在品牌權益與知覺價質的感受程度較高，此結果也與購買意願呈現正相關。
本研究認為，網路購物相較於實體店鋪販售商品，對於顧客來說屬於風險較高之消費環境，網路購物平台業者可透過社群漸增加曝光度，並且建立良好的互動、交流模式提升顧客的知覺感受，也讓顧客更加瞭解平台的資訊，同時經由建立或者與現有成熟廠商進行合作，完整物流、付款、退換貨機制，降低財物可能蒙受損失的可能性，使顧客能安心消費，進而提升購買意願。

The maturity of the Internet has made online shopping flourish. Consumers have more platforms to serve as online shopping choices. In recent years, new channels based on social media have been opened up. Due to interactional and communicational qualities of social media, they are attracting a large number of consumers. Some domestic apparel manufacturers also take advantage of the community's high-frequency interaction and high exposure as a hotbed of their own brands. The purpose of this chapter is to review the literature on methodologies for consumers and vendors to effectively select platforms and strategies to achieve effective long term trading relationships by comparing differences between traditional and new patterns e-commerce platforms.
This study compares the traditional domestic e-commerce brand Yahoo Auctions with the contemporary social media brand Instagram's brand equity view. It then goes on to analyze the impact of perceived quality and perceived risk on purchase intention based on perceived quality. According to the result of the study, proposing market-oriented services and marketing strategies, achieving branding, enhancing brand equity, and further enhancing purchase intention.
In this paper, 372 valid questionnaires were collected utilizing an online questionnaire survey. The data analysis methods were descriptive statistical analysis, reliability analysis, independent T-test analysis, validity analysis and regression analysis. The results showed that when the goods were white In the case of brand apparel, regardless of the brand equity of the platform, it will affect the perceived value, and the increase of the perceived value will also affect the consumers' willingness to purchase. Among them, the part of the perceived risk has a weak influence on purchase intention. Because of the maturity of domestic online shopping regulation and logistics and the protection of consumers is complete, consumers are more concerned about the perceived value of online shopping platforms and rights of other brands. The proportion of consumers who choose social media has been consistent with the proportion of consumers who choose traditional e-commerce. Generally speaking, social media consumers have a higher level of perception of brand equity and perceived price that is also positively related to purchase intention.
As far as this paper is concerned, online shopping is an unsafe environment for consumers compared to the physical store shopping experience. Online shopping platform operators can gradually increase their exposure through the community and establish a positive interaction and communication mode. Moreover, it can enhance the consumer's perception and let customers know more about the platform information. At the same time, by establishing or cooperating with existing mature manufacturers, which has complete logistics, payment, return, and exchange mechanisms can reduce the possibility of property damage due to this system consumers can feel at ease — therefore increasing the willingness to purchase.

摘要 i
ABSTRACT ii
目錄 iii
表目錄 vii
圖目錄 x
第一章 緒論 1
1-1 研究背景與動機 1
1-2 研究目的 5
1-3 研究範圍與限制 5
1-4 研究流程 6
第二章 文獻回顧與相關理論 7
2-1 電子商務 7
2-1-1電子商務的定義 7
2-1-2 P2P (PEER-TO-PEER) 8
2-1-3從B2C到C2C 9
2-1-4台灣電商平台 11
2-1-5台灣自有網路服飾品牌-YAHOO拍賣 13
2-2品牌 14
2-2-1品牌的定義 14
2-2-2品牌權益 15
2-2-3平台品牌權益(PLATFORM BRAND EQUITY) 21
2-3知覺品質 21
2-3-1知覺價值(PERCEIVED VALUE) 21
2-3-2知覺價值的衡量 22
2-3-3知覺風險(PERCEIVED RISK) 24
2-3-4知覺風險的衡量 24
2-4購買意願的衡量 25
2-5社群 26
2-5-1品牌與社群營銷 26
2-5-2社群的定義 27
2-5-3線上社群 28
2-5-4社群經濟 29
2-5-5品牌社群 30
2-5-6 INSTAGRAM社群媒體 33
第三章 研究方法 36
3-1 研究架構與假設 36
3-1-1社群媒體品牌權益與社群媒體知覺價值之關係 36
3-1-2社群媒體品牌權益與社群媒體知覺風險之關係 36
3-1-3傳統電商品牌權益與傳統電商知覺價值之關係 37
3-1-4傳統電商品牌權益與傳統電商知覺風險之關係 37
3-1-5知覺價值與購買意願之關係 37
3-1-6知覺風險與購買意願之關係 38
3-2操作性定義與衡量問項 38
3-2-1平台品牌權益問項 39
3-2-2平台知覺價值問項 40
3-2-3平台知覺風險問項 42
3-2-4購買意願 44
3-3研究設計 45
3-3-1研究對象 45
3-3-2資料收集與分析 45
第四章 資料分析 47
4-1 敘述性統計分析 47
4-1-1樣本人口統計資料 47
4-1-2樣本網路購物經驗統計資料 55
4-1-3信度分析與因素分析 59
4-2 信效度分析 60
4-2-1 研究信度結果 60
4-2-2 研究效度結果 60
4-2-3抽樣結構結果 61
4-3 獨立T檢定 61
4-3-1性別對個人背景量表之獨立樣本T檢定 61
4-3-2電商平台對個人背景量表之獨立樣本T檢定 61
4-3-3電商平台對各量表之獨立樣本T檢定 62
4-4研究假說之驗證 68
第五章 結論與建議 76
5-1研究結論 76
5-1-1平台品牌權益對於平台知覺價值之影響 76
5-1-2平台品牌權益對於平台知覺風險之影響 77
5-1-3平台知覺價值對於網路購物意願之影響 77
5-1-4平台知覺風險對於網路購物意願之影響 78
5-1-5社群特性對於網路購物意願之影響 79
5-2後續研究限制與建議 80
參考文獻 81
中文文獻 81
英文文獻 83
附錄 89
第一部分 89
第二部分 91

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