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研究生:許艷
研究生(外文):XU YAN
論文名稱:探討影響消費者持續參與網路大促購物節意願的因素之研究: 以中國大陸雙十一購物節為例
論文名稱(外文):Factors affecting consumers' continued participation intention toward online shopping promotion festivals: China's Double 11 Shopping Festival
指導教授:李慶章李慶章引用關係
指導教授(外文):LEE CHING-CHANG
口試委員:柯博昌董和昇傅振瑞黃瑞展
口試委員(外文):KO PO-CHANGDOONG HER-SENFU JEN-RUEIHUANG JUI-CHAN
口試日期:2022-05-18
學位類別:博士
校院名稱:國立高雄科技大學
系所名稱:管理學院博士班
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:2022
畢業學年度:110
語文別:中文
論文頁數:130
中文關鍵詞:網路大促購物節S-O-R模型持續參與意向使用與滿足理論關係品質
外文關鍵詞:Online shopping promotion festivalsS-O-R modelContinued participation intentionUses and gratification theoryRelationship quality
相關次數:
  • 被引用被引用:0
  • 點閱點閱:153
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
目錄
摘 要 i
誌謝 v
表目錄 viii
圖目錄 ix
壹、緒論 1
一、研究背景 1
貳、 文獻探討 9
二、消費者的持續參與意向 11
三、關係品質 13
四、使用與滿足理論 21
參、 假說推導與研究模型 34
一、研究架構 34
二、研究假說 35
(一)持續參與意向的感知因素 36
(二)持續參與意向的感知因素 43
三、研究變數與操作性定義 53
一、問卷調查 57
二、敘述性統計分析 60
三、信度與效度分析 61
四、結構模式配適度分析 67
五、路徑分析及假說驗證 68
一、研究結論 72
二、研究討論 73
(一)關係品質之滿意度、信任和承諾與持續參與意向之關係 74
(二)網站品質與滿意度、信任和承諾之關係 75
(三)感知價值與滿意度、信任和承諾之關係 76
(四)遊戲化與滿意度、信任和承諾之關係 76
(五)社交相互作用與滿意度、信任和承諾之關係 77
陸、管理意涵與理論貢獻 79
一、理論價值 81
二、實務價值 82
三、研究限制與未來研究方向 85
柒、參考文獻 88
附錄一: 112


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