資訊展現主體與顯要屬性對線上購買意願之影響

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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

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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

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指導教授

李小梅(Shau-Mei Li)

審核日期

2000-6-26

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