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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


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    題名: 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
    作者: 李蓓雯
    貢獻者: 巫立宇
    彭朱如
    李蓓雯
    關鍵詞: 網路購物
    電子商務
    交易成本
    資產專屬性
    日期: 2011
    上傳時間: 2012-10-30 10:54:56 (UTC+8)
    摘要: 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。
    參考文獻: 中文部分
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    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。
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    描述: 碩士
    國立政治大學
    企業管理研究所
    99355013
    100
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0099355013
    資料類型: thesis
    顯示於類別:[企業管理學系] 學位論文

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