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研究生:周瑋浩
研究生(外文):WEI-HAO CHOU
論文名稱:網路拍賣中賣家所在位置對於買家之心理距離、信任以及賣家選擇之影響
論文名稱(外文):The Effect of Seller’s Location On Psychological Distance and Trust and seller selectedin Online Auction
指導教授:駱少康駱少康引用關係
指導教授(外文):Shao-Kang Lo
口試委員:周宇貞鄭紹成
口試委員(外文):Yu-Jen ChouCheng, Shao Cheng
口試日期:2015-06-26
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:52
中文關鍵詞:網路拍賣心理距離地理距離信任選擇
外文關鍵詞:online auctionpsychological distancegeographical distancetrustselect
相關次數:
  • 被引用被引用:1
  • 點閱點閱:533
  • 評分評分:
  • 下載下載:29
  • 收藏至我的研究室書目清單書目收藏:0
賣家要如何脫穎而出進而成交,是一個相當有難度同時也是賣家亟欲實現的目標。而買家要如何決定跟賣家購買呢? 消費者在網路拍賣中有那麼多個賣家可供選擇,消費者該考慮的因素有那些呢?在其他條件一致的情況下,賣家的所在位置不一樣,會影響到買家對於賣家的選擇。雖然網路使得各地之間變為零距離,實際上人們仍因地理、文化、政治、經濟等因素不同而使得心理距離產生變化。本研究主張當買家面對實體空間距離較遠的網路賣家時,會因為心理距離較高,而使得對於該賣家的信任較低,所以會向實體空間距離較近賣家購買。
本研究執行實驗法,共募集到115名受試者參與實驗,操弄買賣雙方之間的空間距離,衡量受試者心理距離和賣家選擇。 結果發現,在網路拍賣環境下,空間距離越遠則心理距離則越遠;此外對心理距離越近的賣家,則買家便會選擇。研究結果驗證上述主張。

In recent years, e-commerce to flourish, and online auction is to enable consumers to become sellers. How to stand out and then deal the seller, it is a very difficult but also the seller anxious to achieve the goal. While buyers to sellers how to decide which to buy? The study claims when buyers face physical space distant network seller, it will because of the higher psychological distance, and so for this seller trust is low, it will be closer to the real space from the seller to buy. In this study, the implementation of experiment, to raise a total of 115 subjects participating in the experiment, manipulation of the spatial distance between buyers and sellers, and sellers to measure psychological distance subjects to choose from. It was found in online auction environment, the farther away from the mental space the farther distance; in addition to the more recent psychological distance sellers, the buyers will choose. The results verify the above claim.
內 容 目 錄
中文摘要 ..................... iii

英文摘要 ..................... iv
致謝詞  ..................... v

內容目錄 ..................... vi
表目錄  ..................... viii

圖目錄  ..................... ix
第一章  緒論................... 1
第二章  文獻探討與假設.............. 3
第一節  網路拍賣............... 3
第二節  心理距離............... 4
第三節  地理距離對心理距離之影響....... 8
第四節  心理距離對信任之影響......... 10
第五節 信任對選擇之影響........... 14
第三章  研究方法................. 16
第一節  實驗設計與程序............ 16
第二節  實驗材料與受試者募集......... 19
第三節  自變數操弄.............. 19
第四節  依變數的衡量............. 20
第五節  資料分析方法............. 20
第四章  實證結果................. 21
第一節  受試者描述性統計........... 21
第二節  假說檢定............... 21
第五章  結論與建議................ 25
第一節  研究說明與討論............ 25
第二節  理論與實務意涵............ 26
第三節  研究限制............... 27
參考文獻 ..................... 28

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