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    Title: 網路拍賣購買方式之影響因素
    Authors: 魏銘君
    Contributors: 邱志聖
    魏銘君
    Keywords: 衝動性購買
    風險承受
    享樂主義
    競爭心態
    價格意識
    商品屬性
    Date: 2008
    Issue Date: 2009-09-11 17:08:59 (UTC+8)
    Abstract: 隨著網路拍賣網站的發展,購買方式也逐漸的多樣化,從一開始的拍賣競標,發展到了附有直接購買價的競標,而在台灣,更多的賣家演變成了大型的購物商城,以直接購買價格購買的賣場逐漸的變多。先前對於拍賣網站購買方式的研究,大都著重在探討不同購買機制對於最終購買價格的影響,或者是購買環境與賣家對於買家購買方式的影響,例如賣家評價、商品圖片,近期有些相關研究逐漸開始探討買者自身的心理特徵對於購買方式的影響。本研究建立在先前相關研究之上,以衝動購買傾向、風險承受、享樂主義、競爭心態、價格意識以及購買之商品屬性為主要變數,來探討其對於網路拍賣購買方式之影響,也就是對於買家會選擇以直接購買或者拍賣競標的方式來購買商品的影響。<br>研究結果顯示,衝動性購買與參與競標顯著負相關,風險承擔程度、競爭心態、價格意識與參與競標顯著正相關,商品屬性傾向功能屬性時會傾向以競標方式購買,商品屬性傾向享樂屬性時會傾向以直接購買方式購買,不過主要變數中的享樂主義構面在模型中並不顯著,這與先前的相關研究有不太一樣的結果,可能是由於台灣拍賣網站的買家與美國拍賣網站的買家有些不太相同的特性,大多數參加拍賣的台灣買家的主因都是希望能夠撿便宜而不是為了好玩,可能導致變數不顯著。同時,買家的過去購買經驗,例如過去一年的購物金額、過去主要的購買方式、是否有過競標經驗,以及主要變數間的交互作用加入模型後,可以提升整體的解釋能力,但還是有很大部分無法被解釋,因此除了主要變數外,未來的研究還可以更深入的買家的過去購買經驗、其他心理構面對於購買方式所造成的影響。
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    資策會MIC http://mic.iii.org.tw/inteligence/
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    96351005
    97
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096351005
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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