This website uses cookies to ensure you have the best experience. Learn more

Nthu Student Essay

4156 words - 17 pages

影響網路團購再購意願因素之研究 FACTORS INFLUENCING ON THE REPURCHASE INTENTIONS IN THE ONLINE GROUP BUYING ENVIRONMENT

指導教授:楊浩二(Prof. Hao-Erl Yang) 研 究 生:林淑婉(Su-Wan Lin)

大同大學 事業經營研究所 碩士論文 Thesis for Master of Business Administration Department of Business Management Tatung University 中華民國九十九年六月 June 2010
i i

FACTORS INFLUENCING ON THE REPURCHASE INTENTIONS IN THE ONLINE GROUP BUYING ENVIRONMENT 影響網路團購再購意願因素之研究 A THESIS SUBMITTED TO THE FACULTY OF THE GRADUATE SCHOOL OF MANAGEMENT OF TATUNG UNIVERSITY IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION BY Su-Wan Lin 林淑婉 JUNE 2010 TAIPEI, TAIWAN, REPUBLIC OF CHINA

ii

iii

ACKNOWLEDGEMENT
...view middle of the document...

Once again, thank everyone who has provided guidance, care and assistance during these two years. sincere wishes with regard here. Su-Wan Lin Department of Business Management, Tatung University June, 2010 Express my gratitude and most

iv

影響網路團購再購意願因素之研究

指導教授:楊浩二 研 究 生:林淑婉

大同大學事業經營研究所
九十八學年度碩士論文摘要
由於網際網路技術的發展、社會風氣的形成與網路購物機制的成熟,使得參與網 路購物的人口已逐漸增多, 為商業交易模式與行為新闢了別於以往的銷售通路和購物 的方式。網路虛擬社群的成立,不論食、衣、住、行、育、樂各式各樣的商品,消費者 可以 24 小時不受時空限制的購物,大至如房屋,小至民生日用品,如此更增加消費者 對網購市場的依賴度。尤其是在經濟不景氣與宅經濟興起的現在,集眾人力量獲得與店 家談判價格的空間,一起購買相同的商品,創造更大的議價能力空間,共同達到降低售 價的目的,所以網路團購越來越受網友的歡迎。有云: 「利小、量大,利不小」 ,網路團 購模式正符應這一商業特性,為了因應網路團購消費的興起,許多業者也很聰明的做出 反應,設定很多可以加入團購銷售的商品或模式。 本研究針對台灣網路團購消費者的再購意願進行研究,從消費者人格特質、知覺 風險、顧客滿意此三個面向,探討其對網路團購再購意願的影響。研究結果顯示,消費 者的人格特質差異,對顧客滿意程度有正向直接的影響,人格特質透過顧客滿意,對再

i

購意願有正向間接的影響;人格特質中又以具有勤勉正直、外向性及經驗開放性的特 質,其認知本身顧客滿意的程度愈高;人格特質對再購意願行為無顯著的影響;知覺風 險對人格特質、顧客滿意與再購意願皆不顯著。顧客滿意對於再購意願有正向直接的影 響,而顧客滿意中又為消費者較為重視的指標變數,依序分別為:個人因素、服務因素、 情境因素、產品因素。所以建議企業或團購網站經營者,可從不同消費者的人格特質, 來提升網路團購顧客滿意的面向著手,做為其擬訂行銷策略時的參考,以提高其行銷效 果並增加利潤。

關鍵詞:網路團購、人格特質、知覺風險、顧客滿意、再購意願

ii

FACTORS INFLUENCING ON THE REPURCHASE INTENTIONS IN THE ONLINE GROUP BUYING ENVIRONMENT

Advisor: Prof. Hao-Erl Yang Student: Su-Wan Lin

TATUNG UNIVERSITY GRADUATE SCHOOL OF MANAGEMENT MASTER’S THESIS June 2010 ABSTRACT
As a result of internet technology development, social climate formation and online shopping system maturation, there are more and more people participating in online shopping, and the sales and shopping approaches which are different from the previous ones are created for trading system and behavior. The establishment of internet virtual community makes consumers to shop all day without the limitation of time and space, for every kind of products including food, clothes, living, traffic, education and entertainment, which ranges from house to daily necessity. Besides, the consumer’s dependence to online shopping market is also increased. Especially in this time of economic downturn and home economy

rise, the bargain space with shop can be obtained by people’s powers, and buying the same product creates more spaces for bargain. The purpose of lowering price can be achieved

cooperatively, so it has been more and more popular among the internet users. Many

iii

companies respond to online group buying smartly, and set many products and systems which can join group buying sales. “Benefit is small, but when the amount is large, the benefit won’t be small”, and online group buying system is consistent with this commercial property. Taiwanese online group buying consumer’s repurchase intention is investigated in this study, and the effects on online group buying repurchase intention is discussed basing on three aspects, which are consumer’s personality traits, perceived risk, and consumer satisfaction. The research results demonstrate that, the variation of consumer’s personality traits affects consumer satisfaction positively and directly, and personality traits affects...

Other Papers Like Nthu Student

A Heart Of Darkness Essay

1748 words - 7 pages In this short story, there are frequent significant subject and ideas that make the story, "A Heart of Darkness," by Joseph Conrad, and haunting novel. The main theme is absolute white power over the natives. The theme validates the corruption, and the dependence caused by the white people as they took over the Congo. White men were giving all the power; they had no self-control, and in the end they did not use wisely. The white men became

The Aspects Of Vulnerability Among The Exploited In Medical Research

2287 words - 10 pages Essentially, everyone is in some state of vulnerability. However, some of us are more susceptible to harm due to our vulnerabilities. The susceptible are the individuals with the greatest risk. These individuals risk the loss of their autonomy, and maybe even their lives. Vulnerable populations can be found in every subset of society. However, as previously mentioned, there are some vulnerable populations that are at an even greater risk than

The Hitchhiker’S Guide To The Galaxy

1171 words - 5 pages The Hitchhiker’s Guide to the Galaxy As the human race makes life-changing discoveries, it is made apparent that there is always more to learn as the universe, instead of becoming familiar, is becoming absurd. The Hitchhiker’s Guide to the Galaxy, written by Douglas Adams, as well as the 2005 film adaption, portrays absurdity to be an all-encompassing system in the universe. Through the introduction and attempt to understand lack of reason, the

The Ford Motor Company Wage Increase Of 1914 And The Theory Of Incentives And Efficiency Wages

1252 words - 6 pages ‘It’s not the employer who pays the wages. Employers only handle the money. It is the customer who pays the wages’ (Henry Ford, cited in Johnson and Weinstein 2004, p. 2). When the Ford Motor Company announced that it would more than double the wages of its workers in January 1914 to a ‘five-dollar day’ minimum, was this a contradiction to Henry Ford’s statement? If customers are actually the ultimate payers of wages, then more than

Historical Analysis Of The Economical Breakthroughs Of The Industrial Revolution

1396 words - 6 pages A Historical Analysis of the Economical Breakthroughs of the Industrial Revolution During the Industrial Revolution, many elements of society experienced huge breakthroughs that would change the way they functioned forever. Economics were definitely one of them. With many new inventions and many factories appearing, many, many, more resources were being created than ever before. Also, all of the revenue from these resources was being given to

Leadership Portrayed in Monologue from Shakespeare’s Henry V

1214 words - 5 pages Leadership is defined as a socially constructed process and which also affect organizational future outcomes. Leader is someone at high position who have overall duty for an organization, she or he decide what to do and the way how to achieve it. (Carter and Greer, 2013)The role of leader is extremely important for an organization, leader use their own power to influence the followers though many different ways such as motivation in order to

Cuba Civil Rights

1906 words - 8 pages Picture a country that has limits on how much you can make random government imprisonments and more what do you do. That is the situation for the eleven million seventy-five thousand two hundred forty-four people of Cuba since the takeover of Fidel Castro. The US is opposed to Castro taking control of Cuba. Castro managed to ease the United States nerves when he said that Cuba was against all forms of communism. According to Lana Wylie the Union

US Freight System

1273 words - 6 pages General Environment Each American requires the movement of approximately 40 tons of freight per year across the freight network. This includes everything from shirts to lawn mower to orange juice. • As the U.S. population expands, the U.S. freight system will be called upon to meet the demands of a larger population • Between 2010 and 2035, the system will experience a 22 percent increase in the total amount of tonnage it moves • By 2050, with

Democratic Peace Theory

1852 words - 8 pages Intro: US Presidents have made it a goal during their term(s) in office to establish a good relationship with foreign countries and even try to improve upon existing connections with our allies. Some believe it is to prevent conflicts between the countries while others dispute that it is a threat assessment by the United States to pick and choose their friends and enemies. Preventing conflict between two democracies or countries that practice

Booker T. Washington

1621 words - 7 pages “Success is to be measured not so much by the position that one has reached in life as by the obstacles which he has overcome” –Booker T. Washing. Booker Taliaferro Washington was born in Hale’s Ford, Virginia on April 5th, 1856 to Jane Burroughs and an unknown White man. Washington was married three times. His first wife was Fannie N. Smith from Malden, West Virginia. Booker and Fannie were married in the summer of 1882 and had one child

Corn, Broccoli, Grass Or Balanced

2611 words - 11 pages About a century ago, there was not an epidemic of diet-related illness, a bizarre account of destroyed farmland, dead zones in our oceans created by chemical run-off spilling into the waterways, and there sure was not millions of people questioning the moral ethics of their diet. In the Omnivore’s Dilemma: A Natural History of Four Meals, the author Michael Pollan goes on a journey to investigate the sources of the nation’s food supply, for which

Related Essays

Freedom And Responsibility Essay

2141 words - 9 pages loose during the fall semester of 1964, becoming was the first of the 1960’s campus student movement to make headlines all over the world. It ended with approximately 773 people arrested for occupying the Administration building. In September 1964, Dean of students, Katherine Towle, wrote a letter to the student political groups forcefully notifying them that they could not use the plaza because “off campus political and social action.” The

Hate Crime Laws Essay

2348 words - 10 pages On June 7, 1998, 49-year-old James Byrd Jr. of Texas accepted a ride from three white men, who then beat him severely, urinated on him, chained him by his ankles to the back of their pick-up truck, dragged him for three miles into the countryside, and dumped his corpse in front of an African-American cemetery (Graczyk). A little over a year later, a jury sentenced ring leader John King to death by lethal injection (“Man Executed for Dragging

Rational Emotional Behavior Therapy Case Study Conceptualization And Treatment Plan

2140 words - 9 pages disturbed by her view of the events which have recently occurred in her life as opposed to the events themselves, REBT would state that Sarah’s “basic human motivation is to obtain pleasure and avoid pain” (Murdock, 2009, p. 279). Following the REBT approach to therapy, the therapist will strive to teach Sarah to identify irrational beliefs as she functions as the student and works toward employing rational beliefs and thus improving her mental

Holidays In Albania Essay

1636 words - 7 pages Have you ever thought about having exciting and incredibly cheap vacations? Albania might be the right choice. According to My Travel Guide, Albania is ranked the fourth among ten places worth visiting in Eastern Europe (“Top 10 Eastern European Destinations”). One can encounter three kinds of vacations in this Mediterranean country: winter, summer, and cultural. The ideal places to spend your winter vacations are the Albanian Alps. They are