臺灣博碩士論文加值系統

隨著網路科技的發展，讓消費者輕鬆方便的能隨時上網購物與瀏覽網頁訊息，而網路已經成為消費者重要的購物平台，而不只是B2C成為一種流行，C2C也是不容忽視的，因此本研究探討網路二手市場購買意願影響因素，如資訊品質、系統品質、服務品質對購買意願的影響，為讓交易撮合數量更多，使網路二手市場的買賣雙方與業者達到三贏的局面。本研究彙整相關文獻，以技術面、社會面、個人面，三個面向來進行探討，藉由了解影響消費者購買意願的因素，能提升消費者對於網路二手市場購物的意願。本研究透過迴歸分析，證實知覺風險、喜好態度、信任態度，皆會顯著影響購買意願，此外前置因素中系統品質與熟悉度等因素也皆為影響購買意願的重要因素，此研究可提網路二手購物業者的架設的參考依據。

With the development of network technology, so that consumers can always easy and convenient online shopping and browsing messages and Internet has become an important consumer shopping platform, not just B 2 C has become a popular, C2 C can not be ignored. Therefore, this study was to explore the web in the secondary market buying interest factors, such as the impact of information quality, system quality, service quality and purchase intention, so that the number of transactions brokered more, so that buyers and sellers in the secondary market and network operators to achieve win-win situation. This study literature aggregated to technical, social aspects, personal face to face to discuss three, hoping to increase consumers'' willingness to enhance the shopping network in the secondary market. Through this study, regression analysis confirmed that perceived risk, affect, Trust, all will significantly affect purchase Intention, In addition antecedents in system quality and familiarity of other factors are all important factors that affect the purchase intention, this study can be used to mention Internet shopping industry growing up reference.

誌謝辭 i
摘要 ii
Abstract iii
目錄 iv
表目錄 v
圖目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍 2
第四節 研究流程 2
第五節 名詞簡介 3
第二章 文獻探討 5
第一節 市場與網路市場 5
第二節 二手市場 7
第三節 小節 10
第三章 研究方法 11
第一節 研究架構與假設 11
第二節 研究變項之測量 18
第三節 問卷設計與執行方式 19
第四節 問卷資料分析方法 20
第四章 研究結果與分析 22
第一節 資料分析 22
第二節 信度分析與效度分析 24
第三節 相關分析 24
第四節 迴歸分析 26
第五節 假設檢定結果 30
第五章 結論與建議 32
第一節 研究結論 32
第二節 管理意涵 34
第三節 研究限制與建議 34
參考文獻 35
附錄一 問卷 42

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