消費者網路轉售態度與意願之研究：結構關係模型的應用

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。

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.