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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/95012
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/95012


    Title: 網路拍賣價格訊息、賣方評價與出價次數對於消費者競標意願影響之研究─以知覺價值為中介變項
    The influence of online auction price, seller reputation and numbers of bids on consumers` bidding intention--perception value as intervening variables
    Authors: 戴瑋
    Contributors: 賴建都
    戴瑋
    Keywords: 網路拍賣
    賣方評價
    參考價格
    出價次數
    知覺價值
    Date: 2010
    Issue Date: 2016-05-09 14:41:05 (UTC+8)
    Abstract:   國內電子商務發展蓬勃,其中又以網路拍賣平台的使用風氣最為旺盛,隨著消費者對於網路拍賣的接受度愈來愈高,網路拍賣儼然成為現代人重要的購物管道。然而,隨著網路拍賣使用人數與交易頻率的增加,網路詐騙與交易糾紛頻傳,形成消費者擔心甚至不信任網路交易的主要因素,同時也顧慮到自網路購買的商品與購買前預期的可能有所差異。由於拍賣網站上並不提供賣方的個人資料,競標者可參考的主要訊息為賣方評價,另外就是競標所出現的價格訊息及出價次數。因此僅憑藉此部份的訊息,消費者將如何提高知覺價值?並進而決定是否該參與競標?
    為探討以上的問題,本研究利用網路問卷模擬拍賣網站的方式,以實驗設計法來探討賣方評價、價格訊息及出價次數對於消費者知覺價值之影響,並再研究賣方評價對於競標意願是否造成顯著之影響。研究結果發現,賣方評價對於消費者的知覺價值及競標意願皆有顯著性的影響,然而出價次數並不影響消費者的知覺價值。此外,直接購買價如果過低也會導致消費者對於價格訊息的不信任,進而使得廠商訂價無法達到提高消費者知覺價值的功能。對於未來研究方向的建議與實務上的意涵也會在本研究中探討。
    Reference: 【中文部分】
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    2. 林育申(2003),網路二手拍賣內容、消費者知覺價值與競標意願關係之研究──賣家類型之干擾效果,輔仁大學管理學研究所未出版碩士論文。
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    18. 資策會(2008),新聞稿「2008年台灣電子商務市場規模2,430億元」,2009年4月11日取自網址:http://mic.iii.org.tw/intelligence/。
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    20. 謝昭熠(1992),拍賣制度之研究,國立中山大學企業管理研究所碩士論文。




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    Description: 碩士
    國立政治大學
    廣告學系
    96452012
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096452012
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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