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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 翁崇雄(Chorng-Shyong Ong) | |
dc.contributor.author | Sun-Cheng Chou | en |
dc.contributor.author | 周孫丞 | zh_TW |
dc.date.accessioned | 2021-06-16T08:05:57Z | - |
dc.date.available | 2016-07-09 | |
dc.date.copyright | 2014-07-09 | |
dc.date.issued | 2014 | |
dc.date.submitted | 2014-06-23 | |
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/58100 | - |
dc.description.abstract | 本研究旨在探討消費者對線上商店之再拜訪意圖與再購買意圖間的關係,並結合如行銷與電子商務等領域的文獻來延伸我們的研究內容。過去文獻中曾經將網路使用者對於網站的拜訪行為依照有無預設目的性分為針對性搜尋與探索性瀏覽兩種,而我們也將深入探討針對性搜尋與探索性瀏覽兩者為何與如何影響線上消費者的行為表現,如再購買意圖。此外,我們也將那些在線上購物領域中相當重要的概念如感知效用價值、感知享樂價值與滿意度皆納入探討,建構一個整合性的研究模型來說明消費者在線上商店的過去使用經驗將產生感知效用價值、感知享樂價值與滿意度,將促成其再搜尋或再瀏覽此線上商店,接著再分別透過認知與情感層面的機制直接或間接地導致消費者的再購買意圖。
本研究對象為台灣區使用過線上購物網站的網路使用者,一共回收了221份有效問卷,並使用LISREL進行結構方程模式分析資料,結果顯示傾向支持本研究所提出之假設。本研究歸納出兩項研究發現:(1)「探索性瀏覽」會間接透過「愉悅感」及「喚起感」對「再購買意圖」產生正向的影響。(2)「感知效用價值」與「感知享樂價值」分別對「針對性搜尋」與「探索性瀏覽」具有顯著的正向影響效果。最後,根據研究結果對學術及實務界提出相關建議。 | zh_TW |
dc.description.abstract | This research aims to investigate the relationship between consumers’ revisit intention and repurchase, and we further do extended research by combining the literatures from different fields of research such as marketing and E-commerce. Prior research indicates that the visiting behavior of website of Internet users who have shopped online before can be divided into two categories, searching and browsing, based on the fact that whether visitors have a predefined shopping goal before visiting this online shop or not. And this research would like to focus on why and how searching and browsing effects online consumers’ behavior, like repurchase intention. We also include perceived utilitarian value, perceived hedonic value and satisfaction, which are so important in online shopping context, in our research model. As a result, our research model show that consumers’ previous shopping experience would lead to the development of perceived utilitarian value, perceived hedonic value and satisfaction, then it turns out to make consumers searching or browsing an online shop again and even repurchasing from this shop.
With user using online shopping in Taiwan as research subjects, data analysis is conducted via LISREL statistical analysis, with 221 valid questionnaires returned. This study concludes two main results, including: (1) Browsing has an indirect positive effect on repurchase intention via pleasure and arousal. (2) Perceived utilitarian value and perceived hedonic value have significant positive effects on search and browsing respectively. In the whole, implications were provided. | en |
dc.description.provenance | Made available in DSpace on 2021-06-16T08:05:57Z (GMT). No. of bitstreams: 1 ntu-103-R01725044-1.pdf: 513211 bytes, checksum: 8f3e785571726be00ba7813397c97e01 (MD5) Previous issue date: 2014 | en |
dc.description.tableofcontents | 致謝詞 . I
論文摘要 II THESIS ABSTRACT III 圖目錄 . VII 表目錄 . VIII 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 4 第二章 文獻探討 5 第一節 過往購物體驗 5 2.1.1 線上購物價值 5 2.1.2 效用層面的購物價值 6 2.1.3 享樂層面的購物價值 7 2.1.4 消費者滿意度 8 第二節 線上商店拜訪 11 2.2.1 拜訪行為 11 2.2.2 搜尋行為與瀏覽行為 12 第三節 線上商店互動 14 2.3.1 環境情感因子 14 2.3.2 再購買意圖的產生 15 第三章 研究方法 16 第一節 研究架構 16 第二節 變項定義與衡量 18 第三節 研究假設 22 第四節 研究抽樣與資料蒐集 24 第五節 資料研究方法 25 第四章 資料分析與研究結果 26 第一節 問卷回收及樣本結構分析 26 第二節 測量模式分析 29 4.2.1 信度衡量 29 4.2.2 效度衡量 30 4.2.3 敘述統計量分析 35 第三節 結構模式分析 39 2.3.3 整體模型配適度檢定 39 2.3.4 研究假設檢定 41 第五章 結論與建議 45 第一節 研究結論 45 第二節 研究討論 46 第三節 學術貢獻 48 第四節 管理實務意涵 49 第五節 研究限制與未來研究方向 49 參考文獻 51 附錄一:問卷 59 | |
dc.language.iso | zh-TW | |
dc.title | 線上購物平台再訪行為與再購買意圖之關係 | zh_TW |
dc.title | The Relationship between Consumers’ Intention to Revisit and Repurchase in Online Shopping | en |
dc.type | Thesis | |
dc.date.schoolyear | 102-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 吳玲玲(Ling-Ling Wu),戴敏育(Min-Yuh Day) | |
dc.subject.keyword | 感知效用價值,感知享樂價值,滿意度,針對性搜尋,探索性瀏覽,再購買意圖,愉悅感,喚起感, | zh_TW |
dc.subject.keyword | Perceived utilitarian value,Perceived hedonic value,Satisfaction,Searching,Browsing,Repurchase intention,Pleasure,Arousal, | en |
dc.relation.page | 64 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2014-06-24 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 資訊管理學研究所 | zh_TW |
顯示於系所單位: | 資訊管理學系 |
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