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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/54382
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/54382


    Title: 效益、資產專屬性、品牌知名度、線上口碑對網路購物消費者再購買意願之影響 _以法國為例
    The impact of benefit, asset specificity, brand awareness and online word-of-mouth on consumers’ repurchase intention in internet shopping-a case study in France
    Authors: 李蓓雯
    Contributors: 巫立宇
    彭朱如

    李蓓雯
    Keywords: 網路購物
    電子商務
    交易成本
    資產專屬性
    Date: 2011
    Issue Date: 2012-10-30 10:54:56 (UTC+8)
    Abstract: 法國電子商務近年來發展節奏快速,根據法國電子商務協會最新統計顯示,於2011年度,法國電子商務營收總額達377億歐元,相較2010年成長22%,顯示雖然在整體經濟環境不景氣的情況下,網路購物市場整體表現良好、穩定成長。然而廠商們亦面臨者網路購物消費者低度回購率問題,以致交易關係無法長期維繫。
    本研究嘗試以交易成本的觀點分析廠商之因應策略,探討廠商實際採行的行銷策略或工具對消費者再購買意願之影響。本研究針對近期曾從事網路購物的消費者發放問卷,總計蒐集有效樣本211份,進行因素分析及多元迴歸分析。結果發現:網路購物廠商的行銷工具或策略得以提高消費者的再購買意願,主要是因為這些工具有助於降低消費者的交易成本,進而降低消費者網路購物時的總成本。品牌知名度可降低消費者的資訊蒐尋成本;而線上口碑可降低消費者面臨的道德危機成本;效益可降低外顯單位效益成本;資產專屬性則提高了消費者轉換廠商時的專屬陷入成本,故效益、品牌知名度、線上口碑及資產專屬性對應的使消費者面臨的交易風險降低,進而使消費者願意繼續購買,與該廠商進行長期交易關係。
    Reference: 中文部分
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    Description: 碩士
    國立政治大學
    企業管理研究所
    99355013
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0099355013
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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