消費者線上購物的價格公平知覺對購買意圖的影響

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劉兆揚(Chao-Yang Liu) 查詢紙本館藏

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論文名稱

消費者線上購物的價格公平知覺對購買意圖的影響

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摘要(中)

在越來越蓬勃發展的網路交易的平台下，消費者的選擇也更加多元化，價格也更加透明化。消費者的價格公平的知覺更加需要受到網站經營者的重視，本研究所探討的主題便是著重於全球資訊網上的消費者的價格公平的知覺對消費者購買意圖的影響。
本研究以歸因理論，將網站漲價的原因分類(內外部因素、控制性)，觀察受測者面對價格調漲時對價格公平知覺的影響，進而影響到消費者的購買意圖；消費者的網站忠誠度、產品品類的干擾作用；以及價格公平知覺所扮演的中介變數角色。以實驗室實驗法模擬情境，並從中操弄上述各變數，研究發現：
1.消費者在面臨價格調漲時，漲價的原因是網站內部的因素，相較於外部因素，會有較低的價格公平知覺。
2.消費者在面臨價格調漲時，漲價的原因是網站可控制的，相較於不可控制的，會有較低的價格公平知覺。
3.當網站漲價的因素，被歸咎為網站內部且可控制時，會比歸咎到網站外部且不可控制，有較低的價格公平知覺。
4.價格公平的知覺對顧客的購買意圖有正向的影響
5.低價的產品，消費者在面臨價格調漲時，漲價的原因是網站內部的因素，相較於外部因素，會有較低的價格公平知覺。
6.低價的產品，消費者在面臨價格調漲時，漲價的原因是網站可控制的，相較於不可控制的，會有較低的價格公平知覺。

關鍵字(中)

★ 購買意圖
★ 價格公平知覺
★ 產品品類
★ 歸因理論

關鍵字(英)

★ intention
★ fair price perception
★ product category
★ attribution theory

論文目次

第一章緒論1
第一節研究背景與動機1
第二節研究目的3
第三節研究程序4
第二章文獻整理5
第一節價格公平知覺5
第二節參考價格11
第三節行為意圖21
第四節網路忠誠度23
第三章研究方法27
第一節研究架構27
第二節建立研究假說29
第三節變項的定義與操作化33
第四節研究設計39
第四章資料分析42
第一節樣本基本資料分析42
第二節效度與信度檢測45
第三節變異數分析基本假設檢定48
第四節假說檢定52
第五節變異數分析基本假設檢定79
第五章結論與建議80
第一節研究結論80
第二節管理實務建議83
第三節研究限制85
第四節未來研究方向 87
參考文獻88
一、中文部份88
二、英文部分88
附錄一：QQ圖99
附錄二：實驗網站畫面102

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指導教授

李小梅(Shau-Mei Li)

審核日期

2004-6-17

推文