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    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:[Department of Business Administation] Theses

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