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    Title: 探討B2B電子商務平台信號與買方行為之關係
    Investigating the effects of online signals on buyers behavior
    Authors: 魏君
    Contributors: 簡睿哲
    魏君
    Keywords: B2B電子商務平台
    信號
    干擾變數
    B2B e-commerce platform
    signals
    interference variable
    Date: 2016
    Issue Date: 2016-07-20 16:38:51 (UTC+8)
    Abstract: 近年來,電子商務飛速發展,已取得長足進步。電子商務可以高效利用有限資源,加快商業週期循環,節省時間、降低成本、提高利潤和增強企業競爭力,並以傳統經營方式所無法比擬的優點受到全球關注。因此,電子商務給企業所帶來的影響是非常重要且值得探討。
    在電子商務貿易模式中,信息的高效傳遞成為平台上賣方增強競爭力的重要手段。但是過去鮮少有研究以信號理論觀點,切入探討B2B交易平台上賣方信號對買方之吸引力,以及鮮少有研究探討其中是否有其他變數可能會增加或削弱兩者之間的關係。因此本研究旨在探討賣方採用的信號與買方聯繫賣方之可能性的關係,並以企業外部市場化發展程度因素作為干擾變數。
    本文共蒐集167家中小企業信息作為研究對象,並以階層回歸作為分析方法,進一步釐清賣方所採用的信號與買方聯繫賣方之可能性之間的關係,並以企業外部市場化發展程度作為干擾變數,研究外部環境情況是否會強化賣方所採用的信號與買方聯繫賣方之可能性之間的關係,補充過去文獻鮮少探討之觀點。冀望本研究結果能為平台賣方之決策者在考慮如何運營,提供一些參考與建議。
    Reference: 一、英文資料
    1. Anderson, J., & Narus, J. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1):42-58.
    2. Bhattacherjee, A. (2002). Individual trust in online firms: scale development and initial test. Journal of Management Information Systems, 19(1): 211-241.
    3. Breugelmans, E., & Campo, K. (2011). Effectiveness of in-store displays in a virtual store environment. Journal of Retailing, 87(1):75-89.
    4. Bolton, G., Loebbecke, C., & Ockenfels, A. (2008). How social reputation networks interact with competition in anonymous online trading: An experimental study. CESifo Working Paper Series, 44(14):1-31.
    5. Bockstedt, J., & Goh, K. (2011). Seller strategies for differentiation in highly competitive online auction markets. Journal of Management Information Systems,28(3): 235-268.
    6. Berthon, P., Lane, N., Pitt, L., & Watson, R. (1998). The world wide web as an industrial marketing communication tool: models for the identification and
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    7. Bagchi, R., & Cheema, A. (2013). The effect of red background color on willingness-to-pay: The moderating role of selling mechanism. Journal of Consumer Research, 39(5):947-960.
    8. Boulding, W., & Kirmani, A. (1993). A consumer-side experimental examination of signaling theory: Do consumers perceive warranties as signals of quality? Journal of Consumer Research, 10: 111-123.
    9. Bhattacharya, U., & Spiegel, M. (1991). Insiders, outsiders, and market breakdowns. Review of Financial Studies, 4(2):255-282.
    10. Certo, S., Covin, J., Daily, C., & Dalton, D. (2001). Wealth and the effects of founder management among IPO-stage new ventues. Strategic Management Journal, 22(6-7):641–658.
    11. Eisenmann, T., Parker, G., & Alstyne, M.W (2006).Strategies for two-sided markets. Harvard business review, 84(10):92-101.
    12. Ghose, A. (2009). Internet exchanges for used goods: an empirical analysis of trade patterns and adverse selection. MIS Quarterly, 33(2): 263-292.
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    18. Kelley, R. (1988). In praise of followers. Harvard business review, 66(6):142-148.
    19. Lee, B.C., Ang, L., & Dubelaar, C. (2006). Lemons on the web: A signaling approach to the problem of trust in Internet commerce. Journal of economic psychology,
    26(5):607-623.
    20. Li, S., Srinivasan, K., & Sun, B. (2009). Internet auction features as quality signals. Journal of Marketing, 73(1):75-92.
    21. Montgomery, A., Li, S., Srinivasan, K., & Liechty, J. (2004). Modeling online browsing and path analysis using clickstream data. Marketing Science, 23(4):579-595.
    22. Mitra, D., & Fay, S. (2010). Managing service expectations in online markets: A signaling theory of E-tailer pricing and empirical tests. Journal of Retailing, 86(2): 184-199.
    23. Ou, C., & Chan, K. (2014). Developing a competitive edge in electronic markets via institutional and social based quality signaling mechanisms. Information &
    Management, 51(5):532-540.
    24. Reuer, J., Tong, T., & Wu, C. (2012). A signaling theory of acquisition premiums: evidence from IPO targets. Academy of Management Journal, 55(3):667–683.
    25. Schlosser, A., White, T., & Lloyd, S. (2006). Converting web site visitors into buyers: How web site investment increases consumer trusting beliefs and online
    purchase intentions. Journal of Marketing, 12:133-148.
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    二、中文資料
    1. 李興,盧佳瑜,劉璐,2010,對於電子商務信用體系的現狀問題及策略分析,現代經濟信息,2010年第08期:85-89。
    2. 沈鳳池,劉俊斌,2006,阿里巴巴電子商務初級認證教程,北京:清華大學出版社。
    3. 姜永波,何敬銀,2009,C2C電子商務中信用模式的博弈分析,商業時代,2009年第10期:95-96。
    4. 陳建玲,馬輝民,錢若冰,2007,電子商務交易過程中的信號傳遞博弈分析,武漢理工大學學報·信息與管理工程版,2007年第29期:131-134。
    5. 楊永恆,王永貴,鐘旭東,2002,客戶關係管理的內涵、驅動因素及成長維度,南開管理評論,2002年第02期:19-28。
    6. 蔡雙立,2006,客戶關係質量過程評價體系研究,財貿經濟,2006年第01期:32-39。
    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    103351057
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1033510572
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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