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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35281


    Title: 線上購物者有意識之溢價消費行為研究
    Authors: 林碩俊
    Lin, Shuo Chun
    Contributors: 管郁君
    林碩俊
    Lin, Shuo Chun
    Keywords: 溢價
    理性行為理論
    主觀規範
    搜尋性產品
    經驗性產品
    Date: 2004
    Issue Date: 2009-09-18 14:37:41 (UTC+8)
    Abstract: 消費者對於產品的要求逐漸走向精緻化與客製化，貼近消費者需求的產品，在行銷上有更佳的說服力。在網路購物風氣逐漸成熟的情況下，購物網站為了更好的經營績效，經營顧客忠誠度，是很重要的課題。如何針對網路特性瞭解消費者知覺地付出溢價購買產品，以及相關的消費者購買行為形塑過程，與購物後的情感滿足是很重要的課題。另外，企業對於如何滿足網路消費者的顧客價值，乃至於提供消費者物質乃至情感滿足，尚未有從消費者觀點的完整瞭解。本研究以理性行為理論探討線上購物時消費者從重要他人、主觀規範、個人態度、購買意願、乃至於知覺地形成購買行為的影響因素。

    本研究以調查研究法為主，針對台灣地區的網際網路使用者發放網路問卷，所有資料經過分析之後顯示，網路購物時顧客付出溢價的存在，此與一般對於網路購物廉價的印象相左。除此之外，產品類型、品質敏感、情感、安全及品質會影響網路購物溢價購買態度；而環保及時間的影響則不顯著。另一方面，在網路購物時，溢價購買態度及主觀規範會影響網路購物溢價購買意願，而以主觀規範影響為大。

    關鍵字：溢價、理性行為理論、主觀規範、搜尋性產品、經驗性產品
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    Description: 碩士
    國立政治大學
    資訊管理研究所
    92356037
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0923560372
    Data Type: thesis
    Appears in Collections:[Department of MIS] Theses

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