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    題名: B2B電子商務平台品質信號對賣家聲譽之影響
    The effects of e-commerce quality signals on the seller reputation
    作者: 黃湘芸
    貢獻者: 簡睿哲
    黃湘芸
    關鍵詞: 信號理論
    聲譽
    國際多角化
    Signaling theory
    Reputation
    International diversification
    日期: 2018
    上傳時間: 2018-08-10 10:24:47 (UTC+8)
    摘要: 電子商務平台使得消費者能更加方便比較各賣家資訊，而在擁有眾多競爭對手的電子商務交易平台上，賣家該發送出哪些信號，以建立其聲譽進而提高其銷售量，並增加減少消費者所感知到的知覺風險，增加信任及消費者購買意願，為賣家所面臨之課題。
    然而在制式化的B2B電子商務平台上，賣家所能客製化使用之功能已相對減少，而在這之中，有何品質信號對於消費者來說是相對有效的，且對於賣家聲譽有正向幫助。
    本研究使用某知名B2B電子商務交易平台作為研究對象，並使用服務品質、運送品質作為自變數，探討在電子商務平台上，品質信號對於賣家聲譽之影響；利用此電子商務平台旨在協助中小型企業邁向國際化之特性，加入賣家國際多角化程度作為調節變數，探討其對於服務品質信號與賣家聲譽間的調節效果。
    本研究共蒐集297家公司企業之資料，並以IBM SPSS 25.0統計軟體對資料樣本進行敘述性統計分析以了解樣本特性，接著使用階層迴歸分析來驗證假說，最終使用PROCESS插件進行調節效果分析，實證發現：
    一、 對於初次造訪之消費者，賣家所設置之客服人員數量越多、賣家回應時間越快速、賣家回應率越高，皆能有效提升賣家聲譽。
    二、 若賣家能在顧客下訂單後，即時出貨，對於賣家聲譽也有正向顯著影響。
    三、 賣家國際多角化程度越高，便會削弱賣家平均回應時間與其聲譽間關係。

    關鍵詞：信號理論、聲譽、國際多角化
    The e-commerce platform makes it easier for consumers to compare the information of sellers. With many competitors on the e-commerce platform, what signals should the seller send out to build their reputation, increase their sales, and reduce perceived risk to increase consumer willingness to purchase, is the subject of the seller.
    This study uses a well-known B2B e-commerce transaction platform as the research object. Using the service quality and delivery quality as the self-variables to explore the impact of quality signals on the reputation of the seller on the e-commerce platform. Use international diversification as a moderator variable to explore its adjustment effect on service quality signals and seller reputation.
    This study collected a total of 297 companies and data, using the IBM SPSS 25.0 statistical software to conduct a narrative statistical analysis of the data samples to understand the sample characteristics, and then use the hierarchical regression analysis to verify the hypothesis, then in the end, use the PROCESS plug-in to analyze the effect of the moderator. Finding in this study:
    1. The more the number of customer service employees, the faster the seller responds, and the higher the seller`s response rate, can effectively improve the seller`s reputation.
    2. If the seller can ship immediately after the customer places an order, it will have a positive and significant impact on the seller`s reputation.
    3. The higher the degree of international diversification of sellers, the weaker the relationship between the seller`s average response time and its reputation.

    Keywords: signaling theory, reputation, international diversification
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    描述: 碩士
    國立政治大學
    國際經營與貿易學系
    105351038
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0105351038
    資料類型: thesis
    DOI: 10.6814/THE.NCCU.IB.030.2018.F06
    顯示於類別:[國際經營與貿易學系 ] 學位論文

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