資訊展現主體與顯要屬性對線上購買意願之影響

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：30

、訪客IP：18.191.150.207

姓名

游正宇(Zhen-Yu You) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

資訊展現主體與顯要屬性對線上購買意願之影響

相關論文

★ 半導體二手設備之行銷策略－以應用材料公司為例	★ 從創新擴散角度探討新科技技術行銷策略之影響 —以全球資訊大廠推廣Web Services為例
★ 企業多角化經營策略之研究 ─以某機構拓展資訊應用服務市場為例	★ 汽車產業網站行銷之應用與效益探討研究－以N品牌為例
★ 系統整合業轉型策略之探討--以A公司為例	★ 顧客關係管理系統導入之研究－以A、B公司為例
★ 策略聯盟個案分析－以台灣光碟機廠商為例	★ 資訊教育訓練機構的轉型策略 —以某資訊教育機構為例
★ 組織文化及組織承諾對組織變革影響之研究－以外商銀行與本國銀行資訊部門為例	★ 高階資訊教育市場行銷策略與會員制度之研究-資訊教育產業為例
★ 探討平衡計分卡在售前技術支援部門績效管理的運用 - 以外商資訊科技公司為例	★ 軟體行銷策略與競爭優勢分析－以全球二家資訊大廠為例
★ 綠色供應鏈管理研究-以Ａ公司為例	★ 企業專案管理系統 - 提升專案即時資訊透通性及其效益分析
★ 金融軟體專案管理導入國際專案管理師（PMP）專案管理機制之效益分析	★ 企業轉型與其資源基礎之關係研究及轉型策略之發展-以M公司為例

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]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

本研究採實驗室實驗法進行，藉由網路商店購物的情境模擬，以研究者自行開發的網路商店網站作為實驗標的，從中操弄各項變數，並透過線上問卷的方式收集資料，對以上的問題加以分析，研究結果發現：
一、「資訊展現格式」搭配不同的產品線索確實對「購買意願」有顯著的影響。
二、「品牌」、「價格」、「功能規格」等展現格式確實對於「購買意願」有顯著的影響，並且品牌知名度、功能規格對於購買意願的影響是正向的，價格對於購買意願的影響則是反向的。
三、不同資訊展現格式對購買意願影響，在三種格式中，以品牌展現格式對於購買意願的影響程度較大，價格展現格式次之，影響程度最小的為功能規格展現格式。
四、當消費者所重視的顯要屬性不同時，顯要屬性對購買意願具有顯著的調節效果。同時顯要屬性在資訊展現格式對購買意願間的影響亦具有顯著的調節效果。
本研究結合了資訊管理與行銷管理的領域，延伸資訊展現格式在網路商店的應用，對於網路商店業者的經營有所貢獻，同時提供未來後續網路行銷的研究方向。

關鍵字(中)

★ 資訊展現主體
★ 顯要屬性
★ 購買意願
★ 網路商店

關鍵字(英)

★ display format
★ attribute salience
★ purchase likelihood
★ on-line shop

論文目次

第一章緒論1
第一節研究背景2
第二節研究動機4
第三節研究目的5
第四節研究範圍5
第五節研究流程6
第二章文獻探討9
第一節資訊展現主體9
第二節產品線索11
第三節顯要屬性21
第三章研究方法與研究假說24
第一節研究方法的選擇24
第二節研究架構25
第三節研究假說26
第四節研究變數之定義與操作化30
第五節研究實驗設計33
第六節實驗流程37
第四章資料分析42
第一節資料分析方法42
第二節統計假說44
第三節問卷信度分析45
第四節資訊展現主體對購買意願的影響46
第五節不同資訊展現主體對購買意願影響的差異52
第六節顯要屬性對購買意願的影響55
第七節顯要屬性對資訊展現主體與購買意願的調節效果58
第五章研究結論與建議63
第一節實證結果63
第二節研究結論66
第三節對實務的建議68
第四節研究貢獻70
第五節研究限制72
第六節後續研究建議73
參考文獻75
附錄一前測設計附錄1-1
附錄二實驗說明文件附錄2-1
附錄三實驗環境與系統附錄3-1
附錄四實驗問卷附錄4-1

參考文獻

【中文部份】
1. 天下雜誌，民國88年12月。
2. 王志剛、謝文雀，消費者行為，華泰書局，1995年。
3. 王勝彥（民87），產品多重線索對認知品質及願意支付價格之影響─消費者知識的調和效果。
4. 吳勝良，店頭廣告的媒體觀，突破雜誌 167期，1999年六月，頁38。
4. 吳勝良，店頭廣告的媒體觀，突破雜誌 167期，1999年六月，頁38。
6. 洪茵茵（民83），消費者對產品與服務之原產地效應研究，國立中央大學資訊管理研究所未出版碩士論文。
7. 陳姿伶（民87），資訊策略對網路行銷廣告效果之影響─WWW購物網站之實驗室研究，國立中央大學資訊管理研究所未出版碩士論文。
【英文部份】
【英文部份】
【英文部份】
3. Bettman, James R., An Information Processing Theory of Consumer Choice, Reading, MA: Addison-Wesley, 1979
3. Bettman, James R., An Information Processing Theory of Consumer Choice, Reading, MA: Addison-Wesley, 1979
5. Chernev, Alex, “The Effect of Common Features on Brand Choice: Moderating Role of Attribute Importance,” Journal of Consumer Research, vol. 23, March 1997, pp.304-311
6. Cooper, Peter, “Subjective Economics: Factors in a Psychology of Spending,” Pricing Strategy, 1969, London: Staples Press, Ltd., pp.112-121
7. Croft, Martin, 1995, “Top of the Pop” Marketing week, May 12, 37-41.
7. Croft, Martin, 1995, “Top of the Pop” Marketing week, May 12, 37-41.
9. Currim, Imran S. and Charles B. Weimberg and Dick R. Wittink, “Design of Subscription Programs for a Performing Arts Series,” Journal of Consumer Research, June 1981, 8:pp.67-75
10. Dhar, Sanjay K. and Stephen J. Hoch, “Price Discrimination Using In-Store Merchandising,” Journal of Marketing, 1996, 60: pp.17-30
11. Engel, James F. , Roger D. Blackwell and Paul W. Miniard, Consumer Behavior, 8th ed., Dryden Press, 1995
12. Erickson, Gray M. and Johansson, Johny K., “The Role of Price in Multi-Attribute Product Evaluations,” Journal of Consumer Research, Summer 1985, Vol. 12, pp. 195-199
13. Farquhar, Peter H., “Managing Brand Equity,” Marketing Research, September 1989, 1:pp.24-33
13. Farquhar, Peter H., “Managing Brand Equity,” Marketing Research, September 1989, 1:pp.24-33
15. Fishbein, Martin and Icek Ajzen, Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Reading, 1975, MA: Addison-Wesley
16. Glass, Arnold Lewis and Keith James Holyoak, Cognition, New York: Random House, 1986
17. Gofton, Ken. 1997.”Pop Moves Up The Charts,” Marketing, April 17(Pop & Field Marketing Supplement), XI
17. Gofton, Ken. 1997.”Pop Moves Up The Charts,” Marketing, April 17(Pop & Field Marketing Supplement), XI
17. Gofton, Ken. 1997.”Pop Moves Up The Charts,” Marketing, April 17(Pop & Field Marketing Supplement), XI
17. Gofton, Ken. 1997.”Pop Moves Up The Charts,” Marketing, April 17(Pop & Field Marketing Supplement), XI
17. Gofton, Ken. 1997.”Pop Moves Up The Charts,” Marketing, April 17(Pop & Field Marketing Supplement), XI
22. Huber, Joel and Christopher Puto, “Market Boundaries and Product Choice: Illustrating Attraction and Substitution Effects,” Journal of Consumer Research, June 1983, 10:pp.31-44
22. Huber, Joel and Christopher Puto, “Market Boundaries and Product Choice: Illustrating Attraction and Substitution Effects,” Journal of Consumer Research, June 1983, 10:pp.31-44
22. Huber, Joel and Christopher Puto, “Market Boundaries and Product Choice: Illustrating Attraction and Substitution Effects,” Journal of Consumer Research, June 1983, 10:pp.31-44
25. Kolter, P., Marketing Management: An Asian Perspective, Prentice-Hall, 1996, pp.550-551
25. Kolter, P., Marketing Management: An Asian Perspective, Prentice-Hall, 1996, pp.550-551
25. Kolter, P., Marketing Management: An Asian Perspective, Prentice-Hall, 1996, pp.550-551
25. Kolter, P., Marketing Management: An Asian Perspective, Prentice-Hall, 1996, pp.550-551
29. Mason, Kevin and Joyce Bequette, “Product Experience and Consumer Product Attribute Inference Accuracy,” Journal of Consumer Marketing, Vol.15 No. 4,1998, pp. 343-357
30. Mellers, Barbara A. and Karen Biagini, “Similarity and Choice,” Psychological Review, June 1994, 101: pp.505-508
31. Mellers, Barbara A., Alan D. J. Cooke, “The Role of Task and Content in Preference Measurement,” Psychology Science, Vol.7, No 2, MARCH 1996, pp.76-82
31. Mellers, Barbara A., Alan D. J. Cooke, “The Role of Task and Content in Preference Measurement,” Psychology Science, Vol.7, No 2, MARCH 1996, pp.76-82
33. Mills, Kenneth H., Judith E. Paul. and Kay B. Moorman, 1995, Applied Visual Merchandising, Englewood Cliffs, NJ: Prentice Hall
34. Mitra, Anusree, “Price Cue Utilization in Product Evaluations- The Moderating Role of Motivation and Attribute Information.,” Journal of Business Research, vol.33,1995,pp.187-195
35. Monroe, Kent B. and R. Krishnan, “The Effect of Price on Subjective Product Evaluations,” Perceived Quality, 1985,pp.209-232
36. Monroe, Kent B., Pricing: Making Profitable Decisions, New York: McGraw-Hill ,1979
37. Monroe, K.B.(1990), Pricing-Making Profitable Decisions, McGraw-Hill, New York, p.54
37. Monroe, K.B.(1990), Pricing-Making Profitable Decisions, McGraw-Hill, New York, p.54
39. Monroe, Kent B., “Buyers’ Subjective Perceptions of Price,” Journal of Marketing Research, Feb. 1973, 10:pp.70-80
39. Monroe, Kent B., “Buyers’ Subjective Perceptions of Price,” Journal of Marketing Research, Feb. 1973, 10:pp.70-80
39. Monroe, Kent B., “Buyers’ Subjective Perceptions of Price,” Journal of Marketing Research, Feb. 1973, 10:pp.70-80
42. Olson, Jerry C., “Price as an Information Cue: Effects in Product Evaluations,” Consumer and Industrial Buying Behavior, 1977, NY: North Holland, pp.267-286
42. Olson, Jerry C., “Price as an Information Cue: Effects in Product Evaluations,” Consumer and Industrial Buying Behavior, 1977, NY: North Holland, pp.267-286
44. Park, C. W., B. J. Jaworski and D. J. Maclnnis, “Strategic Brand Concept Image Management,” Journal of Marketing, October 1986, 50: pp.135-145
45. Park, C.W. and V. P. Lessig, “Familiarity and Its Impact on Consumer Decision Biases and Heuristics,” Journal of Consumer Research, 1981, 8: pp.223-230
46. Peter, J. Paul and Jerry C. Olson, Consumer Behavior: Marketing strategy perspective. Illinois: Irwin, 1987
46. Peter, J. Paul and Jerry C. Olson, Consumer Behavior: Marketing strategy perspective. Illinois: Irwin, 1987
46. Peter, J. Paul and Jerry C. Olson, Consumer Behavior: Marketing strategy perspective. Illinois: Irwin, 1987
46. Peter, J. Paul and Jerry C. Olson, Consumer Behavior: Marketing strategy perspective. Illinois: Irwin, 1987
50. Richardson, Paul S., Alan S. Dick, and Arun K. Jain, “Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality,” Journal of marketing, Oct. 1994, 58:pp.28-36,
51. Russo, J. Edward, “The Value of Unit Price Information,” Journal of Marketing Research, 1977, Vol.14, pp.193-201
52. Russo, J. Edward, Margaret G. Meloy, Victoria Husted Medvec, “Predecisional Distortion of Product information,” Journal of Marketing Research, Vol. XXXV(November 1998), pp.438-452
53. Sheth, Jagdish N. and Wayne W. Talarzyk, “Perceived Instrumentality and Value Importance as Determinants of Attitudes,” Journal of Marketing Research, Feb. 1972, 9:pp.6-9
54. Simon M., “Influence of Brand Names on Attitude,” Journal of Advertising Research, 1970, 3: pp.28-30
55. Simonson, Itamar, “Choice Based on Reasons: The Case of Attraction and Compromise Effects,” Journal of Consumer Research, Sep. 1989, 16:pp.158-174
56. Simonson, Itamar and Dhar, Ravi., “the effect of the focus of comparison on consumer preferences,” Journal of Marketing Research, Vol. XXIX(November 1992), pp430-440
56. Simonson, Itamar and Dhar, Ravi., “the effect of the focus of comparison on consumer preferences,” Journal of Marketing Research, Vol. XXIX(November 1992), pp430-440
56. Simonson, Itamar and Dhar, Ravi., “the effect of the focus of comparison on consumer preferences,” Journal of Marketing Research, Vol. XXIX(November 1992), pp430-440
59. Simonson, Itamar and Amos Tversky, “Choice in Context: Tradeoff Contrast and Extremeness Aversion,” Journal of Marketing Research, Aug. 1992, 29:pp.281-295
60. Simonson, Itamar and Amos Tversky, “Context-Dependent Preference,” Management Science, Oct. 1993, 39:pp.1179-1189
61. Scitovszky, Tibor, “Some Consequences of the Habit of Judging Quality by Price,” Review of Economic Studies, Winter 1945,12:pp.100-105
62. Shapiro, Benson P., ”The Psychology of Pricing,” Harvard Business Review, 1968, 46, pp.14-25
63. Syzbillo, George J. and Jacob Jacoby, “Intrinsic Versus Extrinsic Cues as Determinants of Perceived Quality,” Journal of Applied Psychology, Feb. 1974, 59: pp.74-78
64. Tokin, Ed. 1997. “Appearances Count,” discount merchandiser, 37:pp.104
65. Tversky, Amos, “Elimination by Aspects: A Theory of Choice,” Psychological Review, 1972, 79:pp.281-299
66. Tversky, Amos, Schmuel Sattah and Paul Slovic, “Contingent Weighting in Judgment and Choice,” Psychology Review, July 1988, 95:pp.371-384
67. Tversky, Amos and Jay Russo, “Substitutability and Similarity in Binary Choice,” Journal of Mathematical Psychology,1969, 6:pp.1-12
68. Wilkie, William L.and Edgar A. Pessemier, “Issues In Marketing’s Use of Multi-Attribute Attitude Models,” Journal of Marketing Research, Nov. 1973, 10:pp.428-441
69. Wright, Peter and Frefrick Barbour, “Phased Decision Strategies: Sequels to an Initial Screening,” TIMS Studies in the Management Science, 1977, 6:pp91-109
70. Zeithaml, V, “Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 1988, 52: pp.2-22

指導教授

李小梅(Shau-Mei Li)

審核日期

2000-6-26

推文