臺灣博碩士論文加值系統

過去的行銷研究將廠商行為與消費者的行為清楚切割並區分為行銷學與消費者行為學兩個學科，但對於今日全球眾多的消費者透過C2C電子商務同時扮演消費者與零售商的行為，在理論上卻沒有適當的描述與解釋。本研究旨為分別探討在計畫與非計畫性轉售情況下，對於某欲購的新物品具有轉售知覺的消費者其購買行為是否改變以及如何改變。

本研究以心理帳戶觀點來檢視關於消費者購買與轉售的行為，透過兩大部分共五個實驗，探討不同轉售情境與變數下消費者之購買意願受到購買行為的影響。第一部份實驗探討消費者是否因為知覺欲購「新品」轉售的可能性以及在不同轉售參考售價下，增加了購買此新商品的意願以及心理運作的過程，並且測試消費者之轉售經驗與被轉售商品之實用或享樂屬性對新品購買意願的干擾效果。結果發現轉售知覺與轉售參考價格會透過轉售心理帳戶價值與知覺付出金額來影響消費者對新品的購買意願，而消費者的轉售經驗會干擾此時購買意願的變化。

第二部分實驗則探討知覺轉售之物品為已經擁有的「舊品」時，消費者對購買某「新品」的購買意願變化以及被轉售之舊品屬性的干擾效果。結果發現當轉售標的物為舊品時，轉售知覺與轉售參考價格亦會透過轉售心理帳戶價值與知覺付出金額來影響對新品的購買意願，且此時對新品購買意願比第一部份實驗中轉售新品時還高（接近顯著），且轉售之物品與欲購買新品為相同商品時比為不同商品時，購買新品的購買意願較高。

Studies of consumer behavior with regard to selling goals, knowledge, and skills differ tremendously from those of the traditional consumer buying and consumption behavior. Why and how consumers learn to be resellers is an interesting issue in C2C e-commerce research.Unfortunately, the behavior of consumer online resale has not been studied in-depth. In the present study, we examine the change of purchase intention toward a desired new product when buyers form an intention to resell the product upon purchasing it from a Mental Accounting perspective.

Through five experiments under different resale context, the study found buyers’ purchase intention of a new product can be influenced by a resale intention of this new product and the same possessed used goods through the perceived value of resale mental account and perceived payment amount. Further, the study found resellers’ resale experience and characteristics of resold items can moderate the effect.

第一章 緒論 1
第一節、研究背景與動機 4
一、進化中的消費者 4
二、消費者線上銷售行為：消費者行為學的新領域 4
三、消費者購買與轉售行為 5
第二節、研究目的與問題 7
第三節、研究範圍與限制 15
第二章 文獻探討 16
第一節、消費者轉售行為 18
一、消費者商品處置(consumer disposition) 18
二、消費者轉售與賣家類別定義 19
三、消費者轉售通路 20
四、消費者轉售動機 21
五、消費者線上轉售行為分類 23
六、消費者線上轉售模型 26
七、線上轉售行為對消費者行為的影響 28
八、小結 30
第二節、心理帳戶(MENTAL ACCOUNTING THEORY) 32
一、心理帳戶的定義與理論基礎 33
二、心理預算(Mental Budgeting) 37
三、心理折舊(Mental Depreciation)與舊換新(trade-in)促銷效果 39
四、分離效果(Decoupling Effect) 42
五、處分效果(Disposition Effect） 44
六、稟賦效果(Endowment Effect) 45
七、小結 45
第三節、消費者購物參考價格與轉售參考價格 46
第三章 研究架構與前測 48
第一節、研究架構統整 49
第二節、抽樣計畫 51
第三節、前測與結果 53
第四章 轉售新商品之購買意願探討 59
第一節、實驗一 60
一、研究假設與架構 60
二、變數衡量與操作性定義 62
三、問卷設計與分析方法 64
四、研究結果與分析 65
第二節、實驗二 76
一、研究假設與架構 76
二、變數衡量與操作性定義 78
三、問卷設計與分析方法 79
四、研究結果與分析 79
第三節、實驗三 90
一、研究假設與架構 90
二、變數衡量與操作性定義 92
三、問卷設計與分析方法 93
四、研究結果與分析 95
第五章 轉售舊商品之購買意願探討 106
第一節、實驗四 108
一、研究假設與架構 108
二、變數衡量與操作性定義 112
三、問卷設計與分析方法 113
四、研究結果與分析 114
第二節、實驗五 134
一、研究假設與架構 134
二、變數衡量與操作性定義 136
三、問卷設計與分析方法 137
四、研究結果與分析 138
第六章 結論與建議 151
第一節、結果統整 152
第二節、研究結論與討論 155
第三節、研究貢獻 165
第四節、研究限制與未來研究建議 168
參考文獻 170
附錄 179
附錄一：前測一問卷 179
附錄二：前測二問卷 182
附錄三：實驗一問卷 185
附錄四：實驗二問卷 191
附錄五：實驗三問卷 192
附錄六：實驗四問卷 209
附錄七：實驗五問卷 215

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