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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/58100
標題: | 線上購物平台再訪行為與再購買意圖之關係 The Relationship between Consumers’ Intention to Revisit and Repurchase in Online Shopping |
作者: | Sun-Cheng Chou 周孫丞 |
指導教授: | 翁崇雄(Chorng-Shyong Ong) |
關鍵字: | 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, Perceived utilitarian value,Perceived hedonic value,Satisfaction,Searching,Browsing,Repurchase intention,Pleasure,Arousal, |
出版年 : | 2014 |
學位: | 碩士 |
摘要: | 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。 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. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/58100 |
全文授權: | 有償授權 |
顯示於系所單位: | 資訊管理學系 |
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