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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35093


    Title: 拍賣網站上的消費者購後認知失調
    Authors: 陳易商
    Contributors: 邱志聖
    陳易商
    Keywords: 購後認知失調
    拍賣網站
    滿意度
    Date: 2003
    Issue Date: 2009-09-18 14:08:41 (UTC+8)
    Abstract: .
    1990s網路興起，全世界無不竭盡心力投入所謂的網路世界，例如電子商店、網路交易平台等，然而，美夢破了，大部分的達康公司(dot com)公司在一夕之間都關門大吉了，然而在這個泡沫底下的倖存者屬拍賣網站為最成功，面對每年高達50億美元的全球拍賣市場，參與其中的成員，例如Yahoo或eBay無不絞盡腦汁想要分享這塊大餅，面對如此大的商機和特殊的競爭態勢，本研究希望了解這種新興的網路拍賣行為對於消費者的購後認失調的影響並且以所獲得的結論來做為往後更進一步的研究或者是成為實務上作法的參考依據。
    本研究的主要對象為曾經在拍賣網站上從事消費且目前仍然持續此競標購買行為的消費者為樣本，且經由網路獲取樣本並且藉由實驗方法的採用，也就是利用2X2X2X2的實驗模型來探討自變數及其變數間的交互作用對於購後認知失調的影響，甚至探討網路競標者對於此種新興的交易撮合模式滿意與否。本模型主要的自變數如下：
    一、 產品定價的高低
    二、 產品的品牌知名度
    三、 產品的競標人數多寡
    四、 產品的底價與得標價的差距(價差，以百分比表示)
    Reference: 英文書目：
    Aronson, Elliot, “Back to the future : Retrospective review of Leon Festinger’s—A Theory of Cognitive Dissonance,” The American Journal of Psychology; Spring 1997; 110, 1; Wilson Social Sciences Abstracts Plus Text, pg.127.
    Cohen, Joel B.; Marvin E Goldberg, “The dissonance model in post-decision product evaluation,” JMR, Journal of Marketing Research (pre-1986); Aug 1970; 7, 000003; pg.315.
    Cummings, William H.; M Venkatesan, “Cognitive dissonance and consumer behavior : A review of the evidence,” JMR, Journal of Marketing Research (pre-1986); Aug 1976; 13,000003; pg.303.
    Ehrlich, Guttman I. , P. Schonbach, and J. Mills. “Post-decision Exposure to relevant information, ” Journal of Abcdrmal and Social Psychology, 54(January 1957), 98-102.
    Festinger, L. “A theory of cognitive dissonance.” Stanford: Stanford University Press, 1957.
    Goetzman, William N.; Nadav Peles, “ Cognitive dissonance and mutual fund investors. “ Journal of Financial Research;1997, pg 145.
    Hunt, Shelby D., “Post-transaction Communications and Dissonance Reduction,” Journal of Marketing (pre-1986); Jul 1970;34, 000003; pg.46.
    Korgaonkar, Pradeep K., George P Moschis, “ An experimental study of cognitive dissonance, product involvement, expectations, performance and consumer judgement of product performance,” Journal of Advertising (pre-1986); 1982; 11, 000003; pg.32.
    Marshall, Greg W.; John C Mowen; Thomas H. Stone, “Risk taking in sales-force selection decisions: The impact of decision frame and time.” Psychology & Marketing(1986~1998); July 1995; pg 12
    Menasco, Michael B.; Del I Hawkins, “ A field test of the relationship between cognitive dissonance and state anxiety,” JMR, Journal of marketing Research (pre-1986); Nov 1978; 15, 000004; pg.650.
    Mittelstaedt, Robert, “A dissonance approach to repeat purchasing behavior,” JMR, Journal of Marketing Research (pre-1986); Nov 1969; 6, 000004; pg.444.
    Oliver, Richard L.; Roland T Rust; Sajeev Varki, “ Customer delight: Foundations, findings, and managerial insight. “ Journal of Retailing; 1997, pg. 311.
    Oshikawa, Sadaomi, “Can Cognitive Dissonance Theory Explain Consumer Behavior? ,” Journal of Marketing (pre-1986); Oct 1969; 33, 000004; pg.44.
    Sweeney, Jillian C.; Douglas Hausknecht; Geoffrey N. Soutar, “ Cognitive dissonance after purchase: A multidimensional scale.” Psychology & Marketing; May 2000; pg 369.
    “The Businessweek Fifty” Business Week, April 5, 2004, pg. 49
    Venkatesan, M. “Cognitive Dissonance, ” in R. Ferber, Handbook of Marketing Research. New York: McGraw-Hill BookCo., 1975.
    Westbrook, Robert A.; Richard L. Oliver, “The dimensionality of consumption emotion patterns and consumer satisfaction. ” Journal of Consumer Research; Jun 1991; pg 84.
    中文書目：
    一， 邱志聖(民90)：”策略行銷分析架構與實務應用”，初版，台北市，智勝文化，民國90年
    二， 黃俊英：民國74年“多變量分析”，國立政治大學
    三， 施存柔：“來源國形象、品牌定位與銷售通路對化妝品消費者態度之影響”，國立政治大學國際貿易研究所碩士論文，民國91年
    四， 張素梅(民90)：“統計學”，雙葉出版社
    五， 莊旻潔：“群體規範、認知、認同對產品態度與忠誠度的影響---以青少年之偶像崇拜行為為例”，國立政治大學國際貿易研究所碩士論文，民國91年
    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    91351028
    92
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0091351028
    Data Type: thesis
    Appears in Collections:[Department of International Business] Theses

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