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研究生:林筱茹
研究生(外文):LIN, HSIAO-RU
論文名稱:高價二手線上購物之產品資訊、知覺價值、知覺風險與購買意願關係之研究
論文名稱(外文):The Relationships among Product Information, Perceived Value, Perceived Risk and Purchase Intention of High-priced Product Online Secondhand Shopping.
指導教授:孫儷芳孫儷芳引用關係
指導教授(外文):SUN, LI-FANG
口試委員:林東正廖宜慶孫儷芳
口試委員(外文):LIN, DONG-ZHENGLIAW, YI-CHINGSUN, LI-FANG
口試日期:2019-01-28
學位類別:碩士
校院名稱:明志科技大學
系所名稱:經營管理系碩士班
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:2019
畢業學年度:107
語文別:中文
論文頁數:94
中文關鍵詞:二手線上購物高價產品資訊不對稱產品資訊知覺價值知覺風險購買意願
外文關鍵詞:Online Secondhand ShoppingHigh-priced ProductInformation AsymmetryProduct InformationPerceived ValuePerceived RiskPurchase Intention
相關次數:
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  隨著資訊科技突飛猛進,網際網路已經深入社會各角落,資訊與網路科技的應用已成為目前全球經濟發展的必然趨勢。也隨著社會生活型態改變,人們對生活品質的重視,網路購物的市場需求日益增加。網路購物不僅提供豐富的商品資訊、多元化的產品與服務、滿足不同消費者的需求,預期未來網路購物的發展潛力無窮,人們也開始偏向將用不到或是無法使用的二手物品拿去販賣,以期回收當初購買時花費的成本。因此本研究提出一個架構,探討高價產品資訊對知覺價值、知覺風險的影響,進而影響消費者對高價二手線上購物的購買意願。
  經回顧相關文獻後,本研究將知覺價值以社會價值與情感價值分別進行探討;而知覺風險則分為績效風險與心理風險,從產品資訊對價值與風險的種種面探討購買意願會產生哪些影響。本研究將採用網路問卷調查法,利用網路問卷,針對曾經有過高價二手線上購物之消費者加以進行研究,回收有效問卷409份。
  研究成果發現:在線上高價二手商品市場中(1)產品資訊無法直接影響其購買意願;(2)知覺價值對產品資訊與購買意願間扮演完全中介角色,產品資訊會轉換成價值,進而提升購買意願;(3)知覺風險對產品資訊與購買意願間扮演完全中介角色,當消費者所需產品資訊越多,其風險越高,進而降低購買意願。

  With the rapid advancement of information technology, the Internet has penetrated into every corner of society. The application of information and network technology has become an inevitable trend in the current global economic development. Moreover, With the change of social life style, people pay more attention to the quality of life, and the online shopping market is increasing. Online shopping not only provides a wealth of product information, but also provides diversified products and services to meet to the needs of different consumers. Expecting to have unlimited potential for online shopping in the future. People are also turning to second-hand items that are not used or can't be used for sale. In order to take back the cost of the original purchase. In turn affects consumers' willingness to purchase high-priced second-hand online shopping. Therefore, this study proposes a framework to explore the impact of high-priced product information on perceived value and perceived risk.
  After reviewing the relevant literature, this study discusses the perceived value by social value and emotional value separately, while the perceived risk is divided into performance risk and psychological risk, and what influence will be generated from the product information on the value and risk. This study will use the online questionnaire survey method. Using the online questionnaire, we conducted research on consumers who had had high-priced secondhand online shopping and collected 409 valid questionnaires.
  The research results found that: In the online high-priced second-hand goods market: (1) Product information cannot directly affect their willingness to purchase; (2) Perceptual value plays a full intermediary role between product information and purchase intention, product information will be converted into value, which in turn increases the willingness to purchase; (3) Perceptual risk plays a full intermediary role between product information and purchase intention. When consumers have more product information, the higher risk, thus reduce the willingness to purchase.

明志科技大學碩士學位論文口試委員審定書
致謝                 
中文摘要      
Abstract
目錄
圖目錄
表目錄
第一章 緒論
1.1 研究背景與動機
1.2 研究目的
1.3 研究流程
第二章 文獻探討
2.1 二手線上購物
2.2 資訊不對稱
2.3 產品資訊
2.4 知覺價值
2.5 知覺風險
2.6 購買意願
第三章 研究方法
3.1 研究架構
3.2 研究變數的操作型定義
3.3 研究假設
3.4 問卷設計
3.5 研究對象與抽樣方法
3.6 資料分析方法
3.7 信度與效度
第四章 資料分析
4.1 基本資料分析
4.2 驗證性因素分析(CFA)
4.3 結構方程模式
4.4 驗證研究假設
4.5 小結
第五章 結論
5.1 研究結論
5.2 管理意涵
5.3 研究貢獻
5.4 研究限制
5.5 未來研究方向
參考文獻
一、中文文獻
二、英文文獻
附錄一

圖目錄
圖1-1 2016-2021全球線上購物預估零售額
圖1-2 研究流程
圖2-1 產品類別
圖2-2 產品與服務屬性分類圖
圖3-1 研究架構
圖4-1 產品資訊CFA模式分析結果
圖4-2 知覺價值CFA模式分析結果
圖4-3 知覺風險CFA模式分析結果
圖4-4 購買意願CFA模式分析結果
圖4-5 結構方程式模式與參數估計之修正結構圖
圖4-6 產品資訊分析結構圖

表目錄
表1-1 2014-2019全球分區線上購物零售總額佔比
表2-1 線上購物與傳統購物之比較表
表2-2 資訊不對稱定義彙整表
表2-3 知覺價值之構面
表2-4 購買意願之衡量構面彙整表
表3-1 變數操作型定義彙整表
表3-2 產品資訊衡量題項
表3-3 知覺價值衡量題項
表3-4 知覺風險衡量題項
表3-5 購買意願衡量題項
表3-6 人口統計變數衡量題項
表3-7 有效問卷回收率
表4-1 網路購買高價二手商品的樣本基本資料
表4-2 網路購買高價二手商品之樣本使用狀況
表4-3 各題項之平均值、標準差
表4-4 產品資訊轉軸後的因子矩陣
表4-5 知覺價值轉軸後的因子矩陣
表4-6 知覺風險轉軸後的因子矩陣
表4-7 產品資訊CFA模式分析結果
表4-8 產品資訊之區別效度
表4-9 知覺價值CFA模式分析結果
表4-10 知覺風險CFA模式分析結果
表4-11 購買意願CFA模式分析結果
表4-12 研究模式的配適度分析
表4-13 研究模式之標準化間接、直接、整體效果
表5-1 假設驗證結果
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