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    题名: 導致平台上光環效應的關鍵因素之實證分析
    All the same! An empirical analysis of the driving factors of halo effects on platforms
    作者: 吳延武
    Wu, Yan-Wu
    贡献者: 吳文傑
    Wu, Jack
    吳延武
    Wu, Yan-Wu
    关键词: 光環效應
    平台
    halo effects
    platforms
    日期: 2020
    上传时间: 2020-03-02 11:08:39 (UTC+8)
    摘要: Amazon and eBay are renowned examples of platform businesses that create value by enabling the interaction between two or more groups of market actors. Poor experiences with one or more parties on the platform might have repercussions on the platform in terms of customer satisfaction. This research aims to identify the factors that might encourage or diminish the halo effects on platforms. For this purpose, the conceptual research model is proposed to examine the existence of the halo effects. Further, the impacts of three factors on the magnitude of the halo effects are investigated in the meantime: the perceived value, after-sales service, and brand familiarity. To this end, survey-based experiments are conducted and one-way ANOVA is applied to analyze collected data. The results indicate that the existence of the halo effects on platforms is significant and that the perceived value and after-sales service have significant impacts on the magnitude of the halo effects, while the impact of brand familiarity on the magnitude of halo effects is not supported.
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    描述: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    105933020
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0105933020
    数据类型: thesis
    DOI: 10.6814/NCCU202000247
    显示于类别:[國際經營管理英語碩士學程IMBA] 學位論文

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