English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113318/144297 (79%)
Visitors : 51059763      Online Users : 971
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    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
    1. 宋依坪,網路服務品質,滿意度,專屬資產對拍賣網站與賣家忠誠度之影響研究,國立政治大學國際貿易研究所,台北,2007。
    2. 周文卿(2006),2006 年台灣網友 C2C 消費發展趨勢,資策會市場情報中心(MIC),2006 年 11 月,取自:http://mic.iii.org.tw/intelligence/
    3. 林豪鏘,電子商務,台北,旗標,2005。
    4. 邱志聖,策略行銷分析-架構與實務應用,二版,台北,智勝文化,2006。
    5. 梁定澎,電子商務理論與實務,二版,台北,華泰文化,2002。
    6. 廖佑霖,效益、資產專屬性、線上口碑、品牌知名度對網路購物消費者再購買意願之影響,國立臺北商業技術學院商學研究所,台北,2008。
















    英文部分
    1. Aaker D. A., “Guarding the power of a brand name,” New York Times, 1991 Dec 1, pp. 313.
    2. Alba JW, Hutchinson JW. Dimensions of Consumer Expertise. Journal of Consumer Research, 1987;13(4):411-54
    3. Arndt J. ,Word of mouth advertising:A review of the literature, New York:Advertising Research Federation. , 1967.
    4. Babin BJ, Darden WR, Griffin M. Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research 1994; 20(4):644-56.
    5. Berry LL. Cultivating service brand equity. Journal of the Academy of Marketing Science ,2000;28(1):128-37.
    6. Bhatnagar A, Misra S, Rao HR. On risk, convenience, and internet shopping behavior. Communications of the Association for Computer Machinery 2000;43(11):98-105.
    7. Bowen J. T., and Shoemaker S., “Loyalty: a strategic commitment,” Cornell hotel and restaurant administration quarterly, Vol.39, No.1, 1998, pp.12-25.
    8. Bridges E, Florsheim R. Hedonic and utilitarian shopping goals: the online experience. Journal of Business Research 2008;61(4):309-14.
    9. Bristor, Julia M. “Enhanced Explanations of Word of Mouth Communications: The Power of Relationships,” Research in Consumer Behavior, Vol. 4, 1990, pp. 51-83.
    10. Bruner II, G. C., & Kumar, A. Explaining consumer acceptance of handheld Internet devices. Journal of Business Research, 58(5), 2005, pp. 553-558.
    11. Cameron M. Content that works on the web. Target Marketing 1999;1(11):22-58.
    12. Capabilities: The Effect of Logistics Service on Market Share. Journal of Business Logistics, 19(2): 35-51.
    13. Celsi RL, Olson JC. The role of involvement in attention and comprehension processes. Journal of Consumer Research 1988;15(2):210-24.
    14. Chang HH, Chen SW. Consumer perception of interface quality, security, and loyalty in electronic commerce. Information & Management 2009;46(7):411-17.
    15. Chevalier JA, Mayzlin D. The effect of word of mouth on sales: online book reviews. Journal of Marketing Research 2006;43(3):345-54.
    16. Chiou J. S. and Droge C., “Service quality, trust, specific asset investment and expertise: direct and indirect effects in a satisfaction-loyalty framework,” Journal of the Academy of Marketing Science, Vol.34, No.4, 2006, pp.613-627.
    17. Chiou J. S. and Shen C. C., “The effects of satisfaction, opportunism, and asset specificity on consumers’ loyalty intention toward internet portal sites,” International Journal of Service Industry Management, Vol. 17, No.1, 2006, pp. 7-22.
    18. Chiou JS, Wu LY, Sung YP. Buyer satisfaction and loyalty intention in an online auction: online auction website versus online auction seller. Journal of Service Management 2009;20(5):521-43.
    19. Coase, R.H. The Nature of the Firm, Economica, 4, 1937, pp. 386-405
    20. Cowles DL, Kiecker P, Little MW. Using key information insights as a foundation for e-tailing theory development. Journal of Business Research 2002;55(8):629-36.
    21. Cronin Jr JJ, Brady MK, Hult GTM. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing 2000;76(2):193-218.
    22. Datamonitor, Online Retail in France, 2011: [http://www.datamonitor.com]
    23. Daugherty, P. J., T. P. Stank and A. E. Ellinger, 1998. Leveraging Logistics/Distribution.
    24. Davidow, M. Have You Heard the Word? The Effect of Word of Mouth on Perceived Justice, Satisfaction and Repurchase Intentions Following Complaint Handling. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 2003, 16(January): 67-80.
    25. Dick, Alan S. and Kunal Basu. Customer loyalty: toward an integrated conceptual framework, Journal of the Academy of Marketing Science, 1994, 22 (Spring), 99–113.
    26. Dodds, W. B., Monroe, K. B., and Grewal, D. “Effects of price, brand and store information on buyers’ product evaluations,” Journal of Marketing Research, 28 (3), 1991, pp. 307-19.
    27. Featherman MS, Pavlou PA. Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies 2003;59(4):451-74.
    28. FEVAD; La Fédération du e-commerce et de la vente à distance, Chiffres clés 2011: [http://www.fevad.com/etudes-et-chiffres/chiffres-cles-2011]
    29. Fishbein, M. and I. Ajzen. Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, MA: Addison-Wesley Publishing Company. 1975.
    30. Forsythe S. M. and Shi B., “Consumer patronage and risk perceptions in Internet shopping”, Journal of Business Research, Vol.56, No.11, 2003, pp. 867-875. Free Press.
    31. Gelb B. D. and Sundaram S., “Adapting to word of mouse,” Business Horizons, Vol.45, No.4 ,2002, pp. 21-25.
    32. Geographic, Visualization and Usability Center (GVU) , ”GVU’s 10th WWW User Survey “ , 1998:[http://gvu.cc.gatech.edu/what/websurveys.php].
    33. Gruen TW, Osmonbekov T, Czaplewski AJ. eWOM: the impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research 2006;59(4):449-56.
    34. Gwinner KP, Gremler DD, Bitner MJ. Relational benefits in services industries: the customer’s perspective. Journal of the Academy of Marketing Science 1998;26(2):101-14.
    35. Hair J., Black F., Babin B. J., Anderson R.E., and Tatham R. L. , Multivariate Data Analysis , 6th edition, New Jersey: Pearson International Edition , 2006.
    36. Hanson W. A., Principles of Internet Marketing ,Ohio: South-Western College Publishing., 2000.
    37. Henning-Thurau T, Walsh G. Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the Internet. International Journal of Electronic Commerce 2003;8(2):51-74.
    38. Herr, Paul M., Frank R. Kardes, and John Kim. “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective,” Journal of Consumer Research, 17 (4), 1991, pp.454-62
    39. Heskett, J. L., Sasser, W. E., & Hart, C. W. Service breakthrough. New York. 1989.
    40. Inman JJ, Dyer JS, Jia J. A generalized utility model of disappointment and regret effects on post-choice valuation. Marketing Science 1997;16(2):97-111.
    41. Jacobs P., ” Privacy: what you need to know,” Infomation World, Vol.19, No.44, 1997, pp.111-112.
    42. Jarvenpaa S. and Todd P.A., “Consumer reactions to electronic shopping on the WWW,” International Journal of Electronic Commerce, Vol.1, No.2, 1997, pp. 59-88
    43. Joines J. L., Scherer C. W. and Scheufele D. A., “Exploring motivations for consumer web use and their implications for e-commerce,” Journal of Consumer Marketing, Vol.20 , No.2 , 2003, pp.90-109.
    44. Joshi A. W. and Stump R. L., ” The contingent effect of specific asset investments on joint action in manufactures-supplier relationships: An empirical test of the moderating rule of reciprocal asset investments, uncertainty, and trust,” Journal of the Academy of Marketing Science, Vol. 27, No.3, 1999, pp. 291-305.
    45. Katz, E. and Paul F. Lazarsfeld. Personal Influence, Glencoe, IL: Free Press. 1995.
    46. Keller K. L., “Conceptualizing, measuring, managing customer-based brand,” Journal of Marketing, Vol. 57, No. 1, 1993, pp. 1-23.
    47. Keller KL, Lehmann DR. Brands and Branding: Research Findings and Future Priorities. Marketing Science, 2006;25(6):740-59.
    48. Keller KL. Conceptualizing, measuring, managing customer-based brand equity. Journal of Marketing, 1993;57(1):1-21.
    49. Kim DJ, Song YI, Braynov SB, Rao HR. A multidimensional trust formation model in B-to-C e-commerce: a conceptual framework and content analyses of academia/practitioner perspectives. Decision Support Systems 2005;40(2):143-65.
    50. Kivetz R, Urminsky O, Yuhuang Z. The goal-gradient hypothesis resurrected: acceleration, illusionary goal progress, and customer retention. Journal of Marketing Research 2006;43(1):39-51.
    51. Kivetz R. Promotion reactance: the role of effort-reward congruity. Journal of Consumer Research 2005;31(4):725-37.
    52. Kivijärvi, M., Laukkanen, T. & Cruz, P. Consumer trust in electronic service consumption: a cross-cultural comparison between Finland and Portugal. Journal of Euromarketing, 2007, 16, 51–65.
    53. Kotler P., “Marketing Management,” Peason Education, Inc., Upper Saddle River, New Jersey. 2000.
    54. Kwon WS, Lennon SJ. What induces online loyalty? Online versus offline brand images. J. Bus. Res., 62(5): 2009, pp. 557-564.
    55. Litvin SW, Goldsmith RE, Pan B. Electronic word-of-mouth in hospitality and tourism management. Tourism Management 2008;29(3):45868.
    56. Mahoney JT. Economic foundations of strategy. Thousand Oaks, CA: Sage Publications;2005.
    57. Maxham III JG. Service recovery`s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions 2001;54(1):11-24.
    58. Morwitz, V. G. and D. Schmittlein. Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which Intenders Actually Buy?” Journal of Marketing Research, 29(4): 1992, pp. 391-405.
    59. Nunnally J. C., Psychometric Theory, 2nd Ed, New York: McGraw-Hill, 1978.
    60. Oliver R. L., “Whence consumer loyalty?” Journal of Marketing ,Vol.63, No.4 , 1999, pp.33-44.
    61. Orth UR, McDaniel M, Shelhammer T, Lopetcharat K. Promoting brand benefits: the role of consumer psychographics and lifestyle. Journal of Consumer Marketing, 2004;21(2):97-108.
    62. Overby J. W. and Lee E. J., “The effects of utilitarian and hedonic online shopping value on consumer preference and intentions,” Journal of Business Research. New York, Vol.59 , No.10 , 2006, pp. 1160-1166
    63. Porter SS, Claycomb C. The influence of brand recognition on retail store image. Journal of Product and Brand Management ,1997;6(6):373-87.
    64. Reichheld F. F. and Sasser W. E, “Zero defections: Quality comes to services,” Harvard Business Review,Vol.68 , No.5 , 1990, pp.105-111.
    65. Reynolds K. E. and Beatty E. S., “Customer benefits and company consequences of customer-salesperson relationships in retailing,” Journal of Retailing, Vol.75 , No.1 , 1999,pp.11–32.
    66. Salam AF, Rao HR, Pegels CC. Consumer-perceived risk in E-commerce transactions. Communication of the Association for Computer Machinery 2003;46(12):325-31.
    67. Samiee S. Customer evaluation of products in a global market. Journal of International Business Studies, 1994;25(3):579-604.
    68. Selnes, F.. An Examination of the Effect of Product Performance on Brand Reputation Satisfaction and Loyalty. European Journal of Marketing, 27(9): 1993, pp. 19-35.
    69. Shapiro C, Varian H. Information rules: a strategic guide to the network economy. Cambridge, MA: Harvard Business School Press;1998.
    70. Sheth, J. N., Newman, B. L., and Gross, B. L. “Why we buy: A theory of consumption values,” Journal of Business Research, 22 (2), 1991, pp, 159-170.
    71. Shimp T. A., Wood S. L., and Smarandescu L., “Self-generated advertisements: testimonials and the perils of consumer exaggeration,” Journal of Advertising Research, Vol. 47 , No. 4, 2007, pp.453-461
    72. Silverman, G.. ‘How to Harness the Awesome Power of Word of Mouth”, Direct Marketing, Vol.60, No.7, 1997, pp.32-37.
    73. Singh J, Wilkes RE. When consumers complain: a path analysis of the key antecedents of consumer complaint response estimates. Journal of the Academy of Marketing Science 1996;24(4):350-66
    74. Srinivasan V, Park CS, Chang DR. An approach to the measurement, analysis, and prediction of brand equity and its sources. Management Science, 2005;51(9):1433-48.
    75. Stauss B, Chojnacki K, Hoffmann F. Retention effects of a customer club. International Journal of Service Industry Management 2001;12(1):7-19.
    76. Swan J. E. and Combs L. J. , “Product performance and consumer dissatisfaction: A new concept,” Journal of Marketing, Vol.40 , No.2, 1976, pp.25-33.
    77. Sweeney JC, Soutar GN. Consumer perceived value: the development of a multiple item scale. Journal of Retailing 2001;77(2):203-20.
    78. Tanimoto, J. and Fujii, H. A Study on Diffusion Characteristics of Information on a Human Network Analyzed by a Multi-Agent Simulator. The Social Science Journal, 40(4), 2003, pp. 79-85.
    79. Tao Sun. The roles of trust and experience in consumer confidence
    in conducting e-commerce: a cross-cultural comparison between France and Germany. International Journal of Consumer Studies, 2011; 35, pp. 330-337.
    80. Teo T., “Demographic and motivation variables associated with Internet usage activities,” Internet Research , Vol. 11, No.2 , 2001, pp.125-137.
    81. The Power of Relationships,” Research in Consumer Behavior, Vol. 4, pp. 51-83.
    82. Thorsten Henning-Thurau F., Gwinner K. P., Walsh G., and Gremler D. D., “Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?” Journal of Interactive Marketing, Vol.18, No.1 , 2004, pp.38-52.
    83. Tsiros M. and Mittal V., “Regret: A model of its antecedents and consequences in consumer decision making,” Journal of Consumer Research, Vol.26 No. 4 , 2000, pp401-417.
    84. Vazquez R, del Rio AB, Iglesias V. Consumer-based brand equity: development and validation of a measurement instrument. Journal of Marketing Management, 2002;18(1):27-48.
    85. Westbrook R. A. and Black W. C.,. “A motivation-based shopper typology,” Journal of Retailing, Vol. 61 , No.1, 1985, pp. 78-100.
    86. Westbrook R. A., “Product/consumption-based affective responses and post purchase process,” Journal of Marketing Research , Vol.24 , No.3 , 1987, pp.258-270.
    87. Williamson O. E., “Comparative economic organization: The analysis of discrete structural alternatives,” Administrative Science Quarterly, Vol.36 , No.2,1991, pp 269-297.
    88. Williamson O. E., Markets and Hierarchies, New York: Free Press , 1975.
    89. Williamson O. E., The Economic Institutions of Capitalism, New York: FreePress, 1985.
    90. Wirtz J, Mattilan AS, Lwin MO. How effective are loyalty reward programs in driving share of wallet? Journal of Service Research 2007;9(4):327-34.
    91. Zeithaml VA. Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing 1988;52(3):2-22.
    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

    Files in This Item:

    File SizeFormat
    501301.pdf653KbAdobe PDF21346View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback