主購社群關係與主購經驗分享對網路合購行為因素影響之探討

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：13

、訪客IP：18.219.22.169

姓名

沈子淵(Tzu-Yuan Shen) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

主購社群關係與主購經驗分享對網路合購行為因素影響之探討
(The Effects of Initiator’s Community and Experience Sharing on Online Group-Buying Behavior’s Factors)

相關論文

★ 網站設計探討—以國內外連鎖飯店集團為例	★ 智慧型手機使用者介面與消費者態度之關聯
★ 零售業全通路策略分析 -以Family Mart為例	★ 應用服務藍圖及顧客旅程優化汽車租賃業之服務流程: 以某汽車租賃業為例
★ 顧客對折扣促銷的評價－探討商店定價策略、促銷語意線索與折扣深度對消費者認知的影響	★ 網路拍賣中外部線索的一致性:在不同的資訊不對稱程度下，起始價格以及賣方聲譽對於拍賣結果影響之探討。
★ 影響金融服務業之多重通路使用者評估通路整合性的因素	★ 影響網路口碑行為意圖之因素分析
★ 在多通路環境中，實體通路的存在如何影響顧客決策	★ 混合情緒操控與間接體驗產品途徑對消費者之影響－以創新產品為主
★ 服務業不同廣告型式的效果如何受消費者性別及代言人類型而改變	★ 消費者於多通路環境下之跨通路搭便車行為之決定因素
★ 如何撰寫較好的網路口碑	★ 探討線上環境中互動與故事對廣告效果之影響
★ 不同決策特質與搜尋時間壓力下部落格設計與使用者滿意度之探討	★ 使用者產生內容：展新的比較式廣告手法

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

至系統瀏覽論文 ( 永不開放)

摘要(中)

線上合購是最近興起的一種的線上購物模式。「合購」指的是一群有相同需求的消費者，透過網際網路的平台聚集在一起進行採購，達成大量購買以提高議價能力，達到價格下降的目的。因此消費者為何選擇這種方式進行購物，除了價格上的折扣之外，應該仍有許多消費者行為背後的動機是可以去探討的。
本研究希望了解團員在選擇透過線上合購購買產品時，其決策背後的依據是什麼。因此去探討團員對主購的信任度、知覺風險、從眾性購買對團員再次加入合購意圖的影響，並研究社群關係與主購經驗分享如何影響上述因素，而影響到消費者再次加入合購的意圖。
根據最後的資料分析結果顯示，主購的經驗分享與團員對主購的信任度、從眾性購買有正向關連性。地緣關係則與時間風險有負向關連性，與主購信任度有正向關連性。主購信任度與從眾性購買則都與財務、績效、時間風險有負向關連性。最後主購信任度與從眾性購買都與再次加入合購之意願有正向關連性。
最後依據實證結果，於結尾部分提供主購一些建議，以能吸引更多人加入合購團，提高主購開團的成功率。

摘要(英)

For the past few years, online group-buying have been one of the innovative online shopping mechanisms. Group-buying means a group of people who have the same requirement with a product, they put together with Internet so that can make the amount to get discounts. So why consumers choose this mechanism to do online shopping, there still have some motives that behind consumers can be analyze, expect the price discount.
The purpose of this research is to understand the factors about why consumers choose purchase through group-buying. We consider about consumers’ trust in the initiator, perceived risk, and consumers’ conformity purchasing behavior as factors, and verify how they have effect on consumer’s intention to join online group-buying. And to understand how community relation and experience sharing impact these factors, so that have effect on consumer’s intention to join online group-buying.
After the analysis with LISREL method, we find that experience sharing from initiator have positive effect on consumers’ trust in the initiator and consumers’ conformity purchasing behavior. And region relation has positive effect on consumers’ trust in the initiator, negative effect to perceived time risks. Consumers’ trust in the initiator and consumers’ conformity purchasing behavior all have negative effect on perceived financial, performance, and psychology risks, and positive effect on consumer’s intention to join online group-buying.
By the results of this research, we provide some recommendation to initiators, and expect they can attract more consumers to join their online group-buying.

關鍵字(中)

★ 電子口碑
★ 社群關係
★ 從眾性購買
★ 知覺風險
★ 信任
★ 使用經驗
★ 團購
★ 主購
★ 線上合購

關鍵字(英)

★ perceived risk
★ conformity purchasing behavior
★ trust
★ experience sharing
★ electronic word-of-mouth
★ community
★ online group-buying
★ initiator

論文目次

第一章、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章、文獻探討 5
2.1 網路合購模式 5
2.1.1 網路合購 5
2.1.2 台灣線上合購現況 7
2.2 社群關係 11
2.3 口碑與使用經驗 14
2.4 主購信任度 17
2.5 從眾性購買 20
2.6 知覺風險 24
第三章、研究方法 28
3.1 研究架構 28
3.2 假說推論 29
3.2.1 社群關係與主購信任度的關係 29
3.2.2 口碑與使用經驗分享與主購信任度的關係 30
3.2.3 口碑與使用經驗分享與從眾性購買的關係 30
3.2.4 主購信任度與財務風險的關係 31
3.2.5 社群關係與時間風險的關係 31
3.2.6 口碑與使用經驗與績效風險的關係 32
3.2.7 從眾性購買與心理風險的關係 32
3.2.8 主購信任度與再次加入合購之意願的關係 33
3.2.9 知覺風險再次加入合購之意願的關係 33
3.2.10 從眾性購買與再次加入合購之意願的關係 34
3.3 研究變數與問卷設計 35
3.3.1 研究變數概念性定義 35
3.3.2 問卷設計內容 36
3.4 研究對象與資料分析方法 40
3.4.1 研究對象與問卷蒐集方法 40
3.4.2 資料分析方法 40
第四章、資料分析與研究結果 41
4.1 樣本特性分析 42
4.2 衡量模式分析 45
4.2.1 探索性因素分析 45
4.2.2 信度分析 50
4.3 建立LISREL模型 52
4.4 模型契合度分析 55
4.5 結構方程模式分析 56
4.6 假說結果檢定 58
4.6.1 社群關係與主購信任度的關係 59
4.6.2 口碑與使用經驗分享與主購信任度的關係 59
4.6.3 口碑與使用經驗分享與從眾性購買的關係 60
4.6.4 主購信任度與財務風險的關係 60
4.6.5 社群關係與時間風險的關係 61
4.6.6 口碑與使用經驗與績效風險的關係 61
4.6.7 從眾性購買與心理風險的關係 62
4.6.8 主購信任度與再次加入合購之意願的關係 62
4.6.9 知覺風險與再次加入合購之意願的關係 63
4.6.10 從眾性購買與再次加入合購之意願的關係 64
第五章、結論與建議 65
5.1 研究結論 65
5.1.1 影響主購信任度的因素 65
5.1.2 影響從眾性購買的因素 66
5.1.3 影響知覺風險的因素 66
5.1.4 影響團員加入線上合購意願的因素 67
5.2 實務意涵 69
5.3 研究限制 71
5.4 後續研究建議 72

參考文獻

1. 王玫晴，「線上合購之消費者價值認知結構」，國立成功大學國際企業研究所碩士論文，2006。
2. 王熙哲、丁耀民，「人際關係網路對虛擬社群使用意願的影響」，資訊管理學報，第十五卷第一期，2008。
3. 朱珮君，「國小兒童從眾行為對零食購買決策影響之研究」，世新大學/觀光學研究所碩士論文，2004。
4. 池嘉敏，「網路口碑來源可信度對線上購買意圖之影響－以線上拍賣網站為例」，國立台灣科技大學企業管理系研究所碩士論文，2005。
5. 李文伶，「網路口碑之影響因素研究」，元智大學管理研究所碩士論文，2003。
6. 李姿儀，「實體與網路合購對購買意願之影響－口碑與資訊搜尋重要性干擾之探討」，天主教輔仁大學餐旅管理研究所碩士論文，2007。
7. 李威德，「網路合購打破疆界　開創雙贏局面」，電子商務時報，2008/5/26，http://www.ectimes.org.tw/Shownews.aspx?id=080525205249
8. 汪志堅，「產品知識,搜尋價值對網際網路資訊搜尋量影響之研究」，中興大學企業管理研究所博士碩文，1999。
9. 周嘉宏，「購物新趨勢-網路合購」，元智大學電子報，2005，http://www.yzu.edu.tw/E_news/389/student/01.htm
10. 林正弘，「主購信任度與認知風險對線上集購行為影響之研究」，國立中山大學資訊管理研究所碩士論文，2006。
11. 林彥宏，「網路口碑對消費購買決策影響之探討」，國立中央大學企業管理碩士論文，2005。
12. 林蔚文，「2008年台灣電子商務市場規模2,430億元」，網路資訊雜誌，2008/12/3，http://news.networkmagazine.com.tw/trends/2008/12/03/4971/
13. 馬婉珍，「團購網殺很大會員飆增5倍」，工商時報，2009/3/31。
14. 馬婉珍，「網路購物逆勢成長、網路開店現在正夯！」，工商時報，2009/3/3。
15. 陳美樺，「網路推薦訊息來源對消費者信任、知覺風險、知覺品質以及購買意願之影響」，國立成功大學電信管理研究所碩士論文，2007。
16. 陳瀚權，「網路合購，讓你以批發價血拼」，民生報，第A05版，2005/1/18。
17. 黃貝玲，「虛擬社群的發展現況與趨勢分析」，電子化企業：經理人報告，2000，頁15-22。
18. 黃聆怡，「電子口碑效果與網路合購行為之研究」，國立臺灣大學國企所碩士論文，2008。
19. 劉芳梅，「產品知識對消費者從眾行為之影響」，國立政治大學企業管理研究所碩士論文，2008。
20. 簡俊成、方婷婷，「虛擬社群商業化之紮根理論研究」，管理評論，第二十四卷第三期，2005，頁43-67。
21. 蔡孟妤，「回饋機制對線上集體購物行為的影響」，國立中山大學資訊管理學系研究所碩士論文，2008。
22. 凱絡媒體週報，「張大眼睛看網路購物現況」，2008/12/17。http://www.webader.com/ItemDetailPage/MainContent/05MediaContent.aspx?MMMediaType=CaratWeekly&offset=108&MMContentNoID=55124
1. Allen, V. L., “Situational Factors, Advances in Experimental and Social Psychology,” New York: Academic Press, Vol.2, 1965, pp.133-175.
2. Anand, K.S., Aron, R., “Group Buying on the Web: A Comparison of Price-Discovery Mechanisms,” Management Science, 2003, pp.1546-1562.
3. Arndt, J., “Role of product related conversations in the diffusion of a new product,” Journal of Marketing Research, Vol.4, 1967, pp.291-295.
4. Asch, S.E., “Group forces in the modification and distortion of judgments,” Social psychology, New York: Prentice Hall, 1952, pp.450-473.
5. Ba, S., Pavlou, P.A., “Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior,” MIS Quarterly, Vol.26, 2002, pp.243-268.
6. Banerjee, A., “A simple model of herd behavior,” The Quarterly Journal of Economics, Vol.107, 1992, pp.797-817.
7. Barber, B., The logic and limits of trust, 1983.
8. Bart, I., Sultan, F., Urban, G., Shankar, V., “Determinants and role of trust in e-business: A large scale empirical study,” MIT Sloan Working Paper, 2004.
9. Bauer, R.A., Consumer Behavior as Risk-taking, Dynamic Marketing for a Changing World, Chicago: American Marketing Association, 1960.
10. Belch, G.E., Belch, M.A., Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspective, 1995.
11. Belvaux, B., Marteaux, S., “Web user opinions as an information source. What impact on cinema attendances?” Recherché et Applications en Marketing, Vol.22, 2007, pp.65.
12. Bobbitt, L.M., Dabholkar, P.A., “Integrating attitudinal theories to understand and predict use of technology-based self-service,” International Journal of Service Industry Management, Vol.12, 2001, pp.423-450.
13. Bone, P.F., “Determinants of word-of-mouth communications during product consumption,” Advances in Consumer Research, Vol.19, 1992, pp.579-583.
14. Brooker, “An assessment of an expanded measure of perceived risk,” Advances in consumer research, vol.11, 1984, pp.439-442.
15. Brown,J.J., Reingen, P.H., “Social Ties and Word-of-Mouth Referral Behavior,” Journal of Consumer Research, Vol.14, 1987, pp.350-362.
16. Burnkrant, R.E., Cousineau, A., “Informational and Normative Social Influence in Buyer Behavior,” The Journal of Consumer Research, Vol.2, 1975, pp.206-215.
17. Castelfranchi, C., Tan, Y.H., “The Role of Trust and Deception in Virtual Societies,” International Journal of Electronic Commerce, Vol.6, 2002, pp. 55-70.
18. Castells, M., “Materials for an exploratory theory of the network society,” British Journal of Sociology, Vol.51, 2000, pp.5-24.
19. Cerulo, K.A., Ruane, J.M., and Chayko, M., “Technological Ties that Bind: Media Generated Primary Groups,” Communication Research, Vol.19, 1992, pp.109-129.
20. Chatterjee, P., “Online Reviews: Do Consumers Use Them?” Advances on Consumer Research, Vol.28, 2001, pp.129-133.
21. Chen, J., Chen, X., & Song, X., “Comparison of the group-buying auction and the fixed pricing mechanism,” Decision Support Systems, Vol.43, 2007, pp.445-459.
22. Cox, D.F., and Rich, S.U., “Perceived Risk and Consumer Decision-Making - The Case of the Telephone Shopping,” Journal of Marketing Research, Vol.1, 1964, pp.32-39.
23. Cox, D.F., Risk Taking and Information Handling in Consumer Behavior, Boston: Graduate School of Business Administration, Harvard University, 1967.
24. Cunningham, S.M., “The Major Dimensions of Perceived Risk, Risk Taking and Information Handling in Consumer Behavior,” D.F. Cox(ed.), Harvard University Graduate School of Business Administration, Boston, 1967, pp.82-108.
25. Datta, P.R., Chowdhury, D.N., Chakraborty, B.R., “Viral Marketing: New form of Word-of-Mouth through Internet,” The Business Review, Vol.3, summer 2005, pp.69-75.
26. Dean, D.H., Biswas, A., “Third-Party Organization Endorsement of Products: An Advertising Cue Affecting Consumer Prepurchase Evaluation of Goods and Services,” Journal of Advertising, Vol.30, winter 2001, pp.41-57.
27. Derbaix, C., “Perceived risk and risk relievers: An empirical investigation,” Journal of Economic Psychology, Vol.3, 1983, pp.19-38.
28. Deutsch, M., Gerard, H. B.,“A Study of Normative and Informational Social Influences Upon Individual Judgment,” Journal of Abnormal Social Psychology, Vol.51, 1955, pp.629-636.
29. Dodge, J., “Strength in Numbers? A Look at What Group-Buying Sites Have to Offer Consumers in Search of Computer Gear,” Inc. Magazine, Vol.3, 2000, pp.135-136.
30. Doney, P.M., and Cannon, J.P., “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Marketing, Vol.61, 1997, pp.35-51.
31. Drakopoulos, S.A., “Psychological thresholds, demand and price rigidity,” The Manchesier School, Vol.LX, 1992, pp.152-168.
32. Featherman, M.S., and Pavlou, P.A. “Predicting e-services Adoption: A Perceived Risk Facets Perspective,” International Journal of Human-Computer Studies, Vol.59, 2003, pp.451-474.
33. Ferdinand Tönnies, Community and Society, 1987.
34. Fion, L., Christian, W., Karen, C., Rachael, I., “Flaming In Virtual Communities: A Misunderstood Phenomenon,” International Conference on Information Systems, 2002.
35. Forsythe, S.M., and Shi, B., “Consumer Patronage and Risk Perceptions in Internet Shopping,” Journal of Business Research, Vol.56, 2003, pp.867-875.
36. Fowler, G. A., “Green Sales Pitch Isn’t Moving Many Products” Wall Street Journal - Eastern Edition, June 2002, pp.R13.
37. Ganesan, S., “Determinants of Long-Term Orientation in Buyer-Seller Relationships,” Journal of Marketing, Vol.58, April 1994, pp.1-19.
38. Garner, S.J., “Perceived risk and information sources in services purchasing,” Mid-Atlantic Journal of Business, Vol.24, 1986, pp.49-58.
39. Garretson, J. A., Clow, K. E., “The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry,” Journal of Services Marketing, Vol.13, 1999, pp.59-72.
40. Gefen, D., “Customer Loyalty in E-Commerce,” Journal of the Association for Information Systems, Vol.3, 2002, pp.27-51.
41. Godes, D., Mayzlin, D., “Using Conversations to Study Word-of-Mouth Communication,” Marketing Science, Vol.23, 2004, pp.545-560.
42. Goldfarb, L. K., Stevenson, D., “Aggregation: An anti-aggravation pill for new-millenium consumers,” Electricity Journal, Vol.12, 1999, pp.78-86.
43. Grabner-Kräuter, S., Kaluscha, E.A., “Empirical research in on-line trust: a review and critical assessment,” International Journal of Human-Computer Studies, Vol.58, 2003, pp.783-812.
44. Granitz, N.A., Ward, J.C., “Virtual Community: A sociological analysis,” Advance in Consumer Research, Vol.23, 1996, pp.161-166.
45. Gronhaug, K., Stone, R.N., “Perceived Risk: Further Considerations for the Marketing Discipline,” European Journal of Marketing, Vol.27, 1993, pp.39-50.
46. Hagel, J., Armstrong, A.G., Net Gain: Expanding Markets through Virtual Communities, Harvard Business School Press, Cambridge, 1997.
47. Hanson, W.A., Principles of Internet Marketing, Ohio: South-Western College Publishing, 2000.
48. Hennig-Thurau, T., Gwinner, K.P., Walsh, G. & Gremler, D.D., “Electronic word-of mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet?” Journal of Interactive Marketing, Vol.18, 2004, pp.38-52.
49. Ho, S.S.M, Ng V.T.F., “Customers Risk Perceptions of Electronic Payment Systems,” International Journal of Bank Marketing, Vol.12, 1994, pp.26-38.
50. Howard Rheingold, The Virtual Community, 1993.
51. Jacoby, J., “The Components of Perceived Risk,” Advances in Consumer Research, Vol.3, 1972, pp.382-393.
52. Jarvenpaa, S.L., Todd, P.A., “Consumer Reaction to Electronic Shopping on the World Wide Web,” International Journal of Electronic Commerce, Vol.1, 1996, pp.59-88.
53. Kauffman, R.J., Wang, B., “New Buyers' Arrival Under Dynamic Pricing Market Microstructure: The Case of Group-Buying Discounts on the Internet,” Journal of Management Information Systems, Vol.18, 2001, pp.157-188.
54. Kauffman, R.J., Wang, B., “Bid Together, Buy Together: On The Efficacy of Group-Buying Business Model in Internet-Based Selling,” Handbook of Electronic Commerce in Business and Society, P. B. Lowry, J. O. Cherrington and R.R. Watson(eds.), FL: CRC Press, Baca Raton, 2002.
55. Kiesler, C. A., Kiesler, S. B., “Role of forewarning in persuasive communications,” Journal of Abnormal Psychology, Vol.68, 1964, pp.547-549.
56. Kreps, D.M., Corporate Culture and Economic Theory, Perspectives in Positive Political Economy, J. E. Alt and K. A. Schepsle (eds.),Cambridge University Press, Cambridge, UK, 1990.
57. Kuan, H.H., Bock, G.W., “An Exploratory Study of Before-interaction Trust Transference in Multichannel Retailers,” Twenty-Sixth International Conference on Information Systems, 2005.
58. Kumar, N., Scheer, L.K., Steenkamp, J.B.E.M., “The Effects of Perceived Interdependence on Dealer Attitudes,” Journal of Marketing Research, Vol.32, 1995, pp.348-356.
59. Lascu, D. N., Zinkhan, G., “Consumer conformity: Review and applications for marketing theory and practice,” Journal of Marketing Theory and Practice, Vol.7, 1999, pp.1-12.
60. Lee, D. Y., “Retail bargaining behaviour of American and Chinese customers,” European Journal of Marketing, Vol.34, 2000, pp.190-206.
61. Li, Y.N., Tan, K.C., and Xie, M. “Measuring Web-Based Service Quality,” Total Quality Management & Business Excellence, Vol.13, 2002, pp.685-700.
62. Lopez-Nicolas, C., Molina-Castillo, F.J., “Customer Knowledge Management and E-commerce: The role of customer perceived risk,” International Journal of Information Management, Vol. 28, 2008, pp.102.
63. Mangold, W.G., Berl R. P. L., Abercombie C. L., “An Analysis of Consumer Reliance on Personal Service Information,” Journal of Professional Services Marketing, Vol.2, 1987, pp.9-29.
64. Mayer, R.C., Davis, J.H., “An Integrative Model of Organizational Trust,” Academy of Management Review, Vol.20, 1995, pp.709-734.
65. McCarter, M.W., Northcrafta, G. B., “Happy together? Insights and implications of viewing managed supply chains as a social dilemma,” Journal of Operations Management, Vol.25, March 2007, pp.498-511.
66. McKnight, D.H., Chervany, N.L., “What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology,” International Journal of Electronic Commerce, Vol.6, 2001, pp.35–59.
67. McMillan, D.W., “Sense of community,” Journal of Community Psychology, Vol.24, 1996, pp.315-325.
68. McMillan, D.W., Chavis, D.M., “Sense of community: A definition and theory,” Journal of Community Psychology, Vol.14, 1986, pp.1-23.
69. Miniard, P.W., Engel, J.F., Consumer Behavior 8th, 2001.
70. Mitra, K., Reiss, M.C., Capella, L.M., “An examination of perceived risk, information search and behavioral intentions in search, experience and credence services,” Journal of Services Marketing, Vol.13, 1999, pp.208-228.
71. Miyazaki, Fernandez, “Consumer Perception of Privacy and Security Risks for Online Shopping,” Journal of Consumer Affairs, Vol.35, 2001, pp.27-44.
72. Morgan, R.M., Hurt, S.D., “The Commitment-Trust Theory of Relationship Marketing,” The Journal of Marketing, Vol.58, Jul 1994, pp.20-38.
73. Peter, J.P., Tarpey, Sr.L.X., “A Comparative Analysis of Three Consumer Decision Strategies,” Journal of Consumer Research, Vol.2, 1975, pp.29-37.
74. Reichheld, F. F., Schefter, P., E-loyalty: Your secret weapon on the web, Harvard Business School Press, 2000.
75. Rezabakhsh, B., Bornemann, D., Hansen, U., Schrader, U., “Consumer Power: A Comparison of the Old Economy and the Internet Economy,” Journal of Consumer Policy, Vol.29, 2006, pp.3-36.
76. Rha, J.Y., Widdows, R., “The Internet and the consumer: Countervailing power revisited,” Prometheus, Vol.20, 2002, pp.107-118.
77. Rheingold, H., The Virtual Community: Homesteading on the Electronic Frontier, Reading, Massachusetts: Addison-Wesley, 1993.
78. Richins, M.L., Root-Shaffer, T., “The Role of Involvement and Opinion Leadership in Consumer Word-of-Mouth: An Implicit Model Made Explicit,” Advances in Consumer Research, Vol.15, 1988, pp.32-36.
79. Richins, M.L., “Negative Word-of-Mouth by Dissatisfied Customers: A Pilot Study,” Journal of Marketing, Vol.47, 1983, pp.68-78.
80. Rose, R. L., Bearden, W. O., Manning, K.C., “Attributions and Conformity in Illicit Consumption: The Mediating Role of Group Attractiveness,” Journal of Public Policy & Marketing, Vol.20, 2001, pp.84-92.
81. Roselius, T., “Consumer Rankings of Risk Reduction Methods,” Journal of Marketing, Vol.35, 1971, pp. 56-61.
82. Rothaermel, F. T., Sugiyama, S., “Virtual internet communities and commercial success: Individual and community-level theory grounded in the atypical case of TimeZone.com,” Journal of Management, Vol.27, 2001, pp.297-312.
83. Rousseau, D.M., Sitkin, S.B., Burt, R.S., Camerer C., “Not so different at all: a cross discipline view of trust,” Academy of Management Review, Vol.23, 1998, pp.393-404.
84. Sandel, M., Liberalism and the Limits of Justice, Cambridge University Press, Cambridge, 1982.
85. Sarason, S.B., The psychological sense of community: Prospects for a community psychology, San Francisco: Jossey-Bass, 1974.
86. Schiffman, L.G., Kanuk, L.L., Consumer Behavior, 5rd, 1994.
87. Shamdasani1, P.N., Balakrishnan, A.A., “Determinants of Relationship Quality and Loyalty in Personalized Services,” Asia Pacific Journal of Management, Vol.17, 2000, pp.399-422.
88. Silverman, G., The Secrets of word-of-mouth marketing: how to trigger exponential sales through runway word-of-mouth, New York: AMACOM, 2001.
89. Sitkin, S.B., and Pablo, A.L., “Reconceptualizing the Determinants of Risk Behavior,” Academy of Management Review, Vol.17, 1992, pp.9-38.
90. Slack, F., Rowley, J., Coles, S., “Consumer behavior in multi-channel contexts: the case of a theatre festival,” Internet Research, Bradford: 2008, Vol.18, 2008, pp.46.
91. Smith, R. E., “Integrating information from advertising and trial: Processes and effects on consumer response to product information,” Journal of Marketing Research, Vol.30, 1993, pp.204-220.
92. Stauss, B., “Using New Media for Customer Interaction: A Challenge for Relationship Marketing,” In T. Hennig-Thurau & U. Hansen(Eds.), Relationship Marketing, 2000, pp.233-253.
93. Stern, B., “A revised model for advertising: Multiple dimensions of the source, the message, and the recipient,” Journal of Advertising, Vol.23, 1994, pp.5-16.
94. Sundaram, H., Lin, Y.R., Kelliher, A., “Summarization of social activity over time: people, actions and concepts in dynamic networks,” Conference on Information and Knowledge Management, Poster session 1, 2008, pp.1379-1380.
95. Sweeney,J.C., Soutar, G.N., Mazzarol, T., “Factors influencing word of mouth effectiveness: receiver perspectives,” European Journal of Marketing, Bradford: 2008. Vol.42, 2008, pp.344.
96. Tan, S.J., “Strategies for reducing consumers’ risk aversion in Internet shopping,” Journal of Consumer Marketing, Vol.16, 1999, pp.163-180.
97. Vijayasarathy, L.R., Jones, J.M., “Do Internet shopping aids make a difference? An empirical investigation,” Electronic Markets, Vol.11, 2001, pp.75-83.
98. Westbrook, R.A., “Product/Consumption-Based Affective Responses and Postpurchase Processes,” Journal of Marketing Research, Vol.24, 1987, pp.258-270.
99. Whittaker, S., Isaacs, E., O’Day, V., “Widening the Net: Workshop Report on the Theory and Practice of Physical and Network Communities,” SIGCHI Bulletin, Vol.29, 1997, pp.27-30.
100. Wilkie, W. L., Consumer Behavior, 3rd edition, New York: John Wiley and Sons Inc., 1994.
101. Winer, R.S., “A price vector model of demand for consumer durables: Preliminary developments,” Marketing Science, Vol.4, 1985, pp.74-90.
102. Yuan, S. T., Lin, Y. H., “Credit Based Group Negotiation for aggregate sell/buy in e-markets,” Electronic Commerce Research and Applications, Vol.3, 2004, pp.74-94.
103. Zwick, R., Weg, E., “An experimental study of buyer-seller negotiations: Self-interest versus other-regarding behavior,” Advances in Consumer Research, Vol.27, 2000, pp.190-195.

指導教授

謝依靜(Yi-Ching Hsieh)

審核日期

2009-7-2

推文