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研究生:陳品蓁
研究生(外文):Chen, Pin-Jhen
論文名稱:線上行銷策略與品牌權益影響線上購買意圖之研究
論文名稱(外文):Exploring the Impacts of Online Marketing Strategy and Brand Equity on Online Purchase Intention
指導教授:鄭正豐鄭正豐引用關係
指導教授(外文):Cheng, Cheng-Feng
口試委員:鄭正豐凃宥德謝存瑞
口試委員(外文):Cheng, Cheng-FengTu, Yu-TeHsieh, Tsun-Jui
口試日期:2020-05-08
學位類別:碩士
校院名稱:亞洲大學
系所名稱:經營管理學系
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:2020
畢業學年度:108
語文別:中文
論文頁數:95
中文關鍵詞:線上行銷策略品牌權益知覺風險主觀幸福感線上購買意圖
外文關鍵詞:Online marketing strategyBrand equityPerceived riskSubjective well-beingOnline purchase intention
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因網路普及化導致消費習慣改變,本研究旨在探究線上行銷策略、品牌權益、知覺風險與主觀幸福感如何對於線上購買意圖產生影響效果。根據相關理論基礎,本研究發展三項研究目的與六項研究假說以分析線上行銷策略、品牌權益、知覺風險、主觀幸福感與線上購買意圖等研究構面之關聯性。研究方法主要運用量性研究之問卷調查法使用Google網路平台,針對具有線上交易經驗之使用者蒐集實證分析資料。資料分析則分別運用敘述性統計分析、因素分析、信度分析、結構方程模型與fsQCA等多變量分析方法。研究結果顯示,線上行銷策略與品牌權益對於主觀幸福感存在正向影響效果,品牌權益亦對降低知覺風險存在正向顯著性,而降低知覺風險與提升主觀幸福感對線上購買意圖也存在正向影響效果。此外,研究結果顯示線上行銷策略、品牌權益、知覺風險與主觀幸福感等前置變數之集合中,存在五組導致高度線上購買意圖之充分條件。舉例而言,第一組充份條件顯示若企業可以有效提高主觀幸福感即使是高知覺風險的情況下也可以使消費者產生高度線上購買意圖。
People's consumptive habit is changing rapidly because of the internet. This study focus on exploring the impacts of online marketing strategy, brand equity, perceived risk and subjective well-being on online purchase intention. Based on the relevant theoretical basis, this study develop three research purposes and six research hypotheses to analyze the correlation between research aspects such as online marketing strategy, brand equity, perceived risk, subjective well-being and online purchase intention. Research methods use Google platform to collect data, the main objects of research are users with online trading experience. The multivariate statistical I used including descriptive statistics, factor analysis, reliability analysis, SEM and fsQCA. Results indicates that online marketing strategy, brand equity have a positive and significant relationship with subjective well-being; brand equity have a positive and significant relationship to reduce perceived risk; and reduce perceived risk, enhance subjective well-being also have a positive and significant relationship with online purchase intention. Furthermore, there are five causal configurations found to be sufficient for high online purchase intention. For example, the first set of sufficient conditions shows that if the company can effectively improve subjective well-being, even in the case of high perceptual risks, consumers can have a high degree of online purchase intention.
目錄
謝誌 I
摘要 II
Abstract III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 11
第二章 文獻探討 12
第一節 線上行銷策略 12
第二節 品牌權益 15
第三節 知覺風險 18
第四節 主觀幸福感 21
第五節 線上購買意圖 24
第六節 研究假說推導 28
第三章 研究方法 35
第一節 研究架構與假說 35
第二節 研究設計 37
第三節 抽樣與多變量分析方法 42
第四章 實證分析結果 45
第一節 敘述性統計分析 45
第二節 因素分析 54
第三節 信度分析 60
第四節 結構方程模型 66
第五節 fsQCA 69
第五章 結論與建議 71
第一節 研究結論 71
第二節 管理實務意涵 76
第三節 研究限制與後續研究建議 80
參考文獻 82
一、中文 82
二、英文 82
附錄A:研究問卷 93

表目錄
表3-1 線上行銷策略題項內容表 38
表3-2 品牌權益題項內容表 39
表3-3 知覺風險題項內容表 40
表3-4 主觀幸福感題項內容表 41
表3-5 線上購買意圖題項內容表 41
表4-1 樣本敘述性統計分析 46
表4-2 線上行銷策略題項內容敘述性統計分析 49
表4-3 品牌權益題項內容敘述性統計分析 50
表4-4 知覺風險題項內容敘述性統計分析 51
表4-5 主觀幸福感題項內容敘述性統計分析 52
表4-6 線上購買意圖題項內容敘述性統計分析 53
表4-7 KMO值與Bartlett檢定結果 54
表4-8 線上行銷策略因素分析結果 55
表4-9 品牌權益因素分析結果 56
表4-10 知覺風險因素分析結果 57
表4-11 主觀幸福感因素分析結果 58
表4-12 線上購買意圖因素分析結果 59
表4-13 線上行銷策略之信度分析 61
表4-14 品牌權益之信度分析 62
表4-15 知覺風險之信度分析 63
表4-16 主觀幸福感之信度分析 64
表4-17 線上購買意圖之信度分析 65
表4-18 SEM結果表 67
表4-19 fsQCA結果表 70
表5-1 SEM研究結果表 72
表5-2 fsQCA與SEM差異性分析表 75

圖目錄
圖3-1 研究架構圖 35
圖4-1 SEM實證結果 66
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