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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃恆獎(Heng-Chiang Huang) | |
| dc.contributor.author | Chao-Yu Chan | en |
| dc.contributor.author | 詹詔宇 | zh_TW |
| dc.date.accessioned | 2021-06-08T07:29:02Z | - |
| dc.date.copyright | 2008-07-14 | |
| dc.date.issued | 2008 | |
| dc.date.submitted | 2008-07-05 | |
| dc.identifier.citation | 一、中文部份
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/26854 | - |
| dc.description.abstract | 隨著網路的發展，大型拍賣網站的興起，創造了一個極富效率的虛擬交易平台，直接和間接的衝擊到傳統對於消費者行為上的見解。本研究即是在探討線上拍賣網站的普及，將使消費者不再是單純的購買者角色，更有可能在許多情境和個人特質的刺激下，成為網路的轉售者(online-reseller)。
本研究以一般消費大眾為標的，參考Chu & Liao (2007)研究中對於網路轉賣者的分類，進而發展本研究的前因變數(心理帳面價值的關切、衝動性購買傾向、新奇追求傾向、預防型焦點、對回收的個人規範)，並參考「態度→意願」的架構，認為這些前因變數足以影響消費者對於網路拍賣轉售的態度，並進而影響其參與網路拍賣轉售的意願。為達成此目的，本研究提出概念模式，並以問卷調查進行實證研究，最後採用結構方程模式作為分析工具，進行衡量模式與因果模式之適配性驗證，並檢定所探討之各項研究假設 經由LISREL模型分析，結果顯示當消費者的心理帳面價值關切程度、衝動性購買傾向、新奇追求傾向以及對回收的個人規範程度越高時，其對網路轉售的態度的有越強烈的正面影響；而消費者預防型焦點的程度對網路轉售態度的影響並不顯著。此外，本研究亦分析消費者流行涉入程度對某些路徑的干擾效果，發現其對衝動性購買傾向與網路轉售態度的關係上的確有顯著的干擾效果，但在新奇追求傾向與網路轉售態度的關係上，顯著的干擾效果並不存在。 | zh_TW |
| dc.description.abstract | Thanks to the development of Internet , more and more online auction websites appeared and also created many efficient trading platforms. Because of the new business model , consumers will no longer be just consumers , they can also be online resellers through Internet.
This study examines the influence of various personal and psychological factors on consumers’ attitudes toward online resale. To this end , a conceptual model has been proposed and subjected to empirical verification with the use of a questionnaire survey. The survey results provide reasonable support for validity of proposed model. Then , the method of structural equation modeling was employed to confirm the fitness of the research model and the cause-effect relationships among the variables. The results confirm the influence of the concern of mental book value , impulsive buying , novelty seeking , personal norms of recycle , on their attitudes toward online resale. All of these variables are positively related to attitude toward online resale. However , the variable of prevention focus has negative effect on attitude toward online resale , but is not statistically significant. In addition, the moderate effect of fashion involvement has significant effect to the relationship between impulsive buying and attitude toward online resale. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T07:29:02Z (GMT). No. of bitstreams: 1 ntu-97-R95724055-1.pdf: 2625449 bytes, checksum: 95b9a61385aa57f8a57256d27994ac2e (MD5) Previous issue date: 2008 | en |
| dc.description.tableofcontents | 口試委員審定書I
誌謝II 中文摘要III 英文摘要IV 目錄V 圖次VII 表次VIII 目錄 第一章 緒論01 第一節 研究背景與動機01 第二節 研究目的03 第三節 研究流程04 第二章 文獻探討07 第一節 轉售行為07 第二節 心理帳面價值12 第三節 衝動性購買15 第四節 新奇追求18 第五節 調節焦點與調節配適20 第六節 回收意願與個人規範因素23 第七節 流行涉入程度26 第八節 態度-行為模式28 第三章 研究設計31 第一節 研究架構31 第二節 研究假說34 第三節 研究變數定義與衡量42 第四節 研究設計48 第五節 研究方法49 第四章 模式驗證與分析55 第一節 LISREL 模型55 第二節 初步資料分析61 第三節 結構方程模式分析69 第五章 結論與建議90 第一節 研究結論90 第二節 研究意涵與建議94 第三節 研究限制100 第四節 後續研究建議101 參考文獻103 附錄114 圖次 圖1-1 本研究之研究流程06 圖2-1 不同促銷方式下之淨效用圖14 圖2-2 解釋促進型焦點和預防型焦點的心理變數21 圖2-3 回收行為整合性模型24 圖2-4 合理化行為模式30 圖3-1 研究架構圖33 圖4-1 結構關係圖60 圖4-2 標準化路徑係數85 表次 表2-1 車庫拍賣參與者分類08 表2-2 網路拍賣轉售行為類型10 表3-1 研究假說彙整41 表3-2 心理帳面價值的關切衡量題項42 表3-3 衝動性購買衡量題項43 表3-4 新奇追求衡量題項44 表3-5 預防型焦點衡量題項45 表3-6 對回收的個人規範衡量題項45 表3-7 對網路拍賣轉售態度衡量題項46 表3-8 參與網路拍賣轉售的意願47 表3-9 流行涉入衡量題項47 表3-10 LISREL模式之符號表示法51 表3-11 配適度指標53 表4-1 模型之潛在變數表55 表4-2 模型外顯外生變數表56 表4-3 模型外顯內生變數表59 表4-4 有效問卷率61 表4-5 性別分析61 表4-6 年齡分析62 表4-7 職業分析62 表4-8 教育程度分析62 表4-9 學院背景分析63 表4-10 每月平均所得分析63 表4-11 網路使用行為分析64 表4-12 各構面敘述統計分析66 表4-13 Cronbach’s α 信度分析表67 表4-14 衡量模式標準化因素負荷量表70 表4-15 衡量模式信度與效度分析76 表4-16 衡量模式適配指標結果79 表4-17 SMC估計80 表4-18 路徑分析結果82 表4-19 假設檢定結果表84 表4-20 潛在自變數對潛在因變數之標準化效果表86 表4-21 干擾效果驗證結果(一)89 表4-22 干擾效果驗證結果(二)89 | |
| dc.language.iso | zh-TW | |
| dc.subject | 新奇追求 | zh_TW |
| dc.subject | 網路轉售 | zh_TW |
| dc.subject | 心理帳面價值 | zh_TW |
| dc.subject | 預防型焦點 | zh_TW |
| dc.subject | 衝動性購買 | zh_TW |
| dc.subject | prevention focus | en |
| dc.subject | online resale | en |
| dc.subject | mental book value | en |
| dc.subject | impulsive buying | en |
| dc.subject | novelty seeking | en |
| dc.title | 消費者網路轉售態度與意願之研究：結構關係模型的應用 | zh_TW |
| dc.title | A Study of Consumer Online Resale Attitude and Intention：
The Application of Structural Equation Models | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 96-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 王仕茹(Shih-Ju Wang),張嘉雯(Chia-Wen Chang) | |
| dc.subject.keyword | 網路轉售,心理帳面價值,衝動性購買,新奇追求,預防型焦點, | zh_TW |
| dc.subject.keyword | online resale,mental book value,impulsive buying,novelty seeking,prevention focus, | en |
| dc.relation.page | 118 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2008-07-07 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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|---|---|---|---|
| ntu-97-1.pdf 未授權公開取用 | 2.56 MB | Adobe PDF |
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