Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/97279
標題: 品牌、知覺風險與從眾傾向對消費者參與團購意願之影響
A Study on the Influence of Brand, Perceived risk and Conformity on Group-Buying Intention
作者: 黃勻
Yun Huang
關鍵字: 品牌知名度
知覺風險
從眾傾向
團購意願
brand awareness
perceived risk
conformity
Group-Buying intention
引用: 一、中文文獻 皮世明、李依珊(2009)。消費者進行線上合購行為之整合性模型研究。2009 TOPCO 崇越論文大賞資訊管理學術研討會論文。 何玉龍 (2006)。從眾行為於行銷實務上應用之研究-以BMW摩托車車主俱樂部為例。中原大學企業管理研究所碩士論文。 吳明隆(2003)。SPSS統計應用實務。台北:松崗出版社。 吳品秀、陳武倚(2010)。消費者參與網路團購動機之研究。資訊管理展望,第13卷第2期,99-121。 周文賢 (2002)。多變量統計分析一SAS/STAT 使用方法(初版)。台北市:智勝文化。 周嘉宏(2005)。購物新趨勢─網路合購。元智大學電子報,取自: http://www.yzu.edu.tw/e_news/389/student/01.html。 林禹均(2006)。網路消費者的知覺風險對其購買態度及意願之研究。東吳大學資訊科學系研究所碩士論文。 林震岩(2012)。多變量分析:SPSS的操作與應用。臺北:智勝文化。 翁承民(2012)。網路團購消費者知覺風險、從眾行為與購買意願影響之研究。亞洲大學數位媒體設計學系研究所碩士學位論文。 翁逸姝(2015)。臺灣民眾網路團購行為調查分析。資策會FIND,取自: https://www.find.org.tw/market_info.aspx?k=2&n_ID=8554#。 張欽天(2013)。行動環境中動態團購條件制定與標的形成。國立東華大學資訊工程學系研究所碩士論文。 莊惠婷(2004)。知覺風險對線上購物意願之影響-以女性消費者為例。國立臺北大學企業管理學系研究所碩士論文。 莊隆泰(2000)。群體採購中間商系統之研究。國立中山大學資訊管理研究所碩士論文。 曾湘文(2006)。網路拍賣競標從眾行為之研究。私立銘傳大學資訊管理研究所碩士論文。 童淑冠(2011)。網路口碑影響從眾行為之研究。逢甲大學經營管理碩士在職專班研究所碩士論文。 馮秋蓉(2016)。社群網站經營之資訊豐富度與品牌知名度對購買意願的影響。南臺科技大學行銷與流通管理系研究所碩士論文。 黃仲薇(2012)。消費者知覺風險、人格特質暨促銷方式對合購意願之影響。銘傳大學傳播管理學系研究所碩士論文。 楊惠琴(2006)。網路合購知覺風險與合購意向影響因素之研究。東吳大學國際貿易研究所碩士論文。 蔡庚孜(2008)。彩妝品品牌形象、品牌知名度對女性消費者購買決策之影響—以知覺風險為中介效果之驗證。國立成功大學企業管理學系專班研究所碩士論文。 鄭婷尹(2010)。以Rasch模式探討網路團購行為之影響因素。國立交通大學運輸科技與管理學系研究所碩士論文。 盧惠芬(2010)。結合從眾行為探討影響網路團購購買意願因素。中原大學國際貿易研究所碩士論文。 蕭銘雄、詹仕靖(2015)。消費者線上團購行為之研究:結合計畫行為、社會交換及價值理論之觀點。全球商業經營管理學報,第7期,61-72。 賴麗香、莊智媛、彭靖琦、彭淳玉、王詩婷(2015)。探討韓國熱潮商品購買意願之關鍵因素。創新與經營管理學刊,6(2),1 -18。 錢大可(2006)。網絡團購模式研究。商場現代化,455,36-37。 二、英文文獻 Aaker, D.A. (1996). Building Strong Brands. The Free Press, New York, NY. Allen, V.L. (1965). Situational Factors in Conformity, Advances in Experimental and Social Psychology. 2, ed. Leonard Berkowitz. New York, NY: Academic Press,133-175. Anand, K.S. and R. Aron, (2003). Group Buying on the Web: A Comparison of Price-Discovery Mechanisms. Management Science 49, no.11: 1546-1562. Baron, R.A. and D. Byrne, (1998). Social Psychology. Englewood Cliffs, New Jersey:Prentice-Hall. Baron, R.M. and D.A. Kenny, (1986).The Moderator-Mediation Variable Distinctionin Social Psychological Research:Conceptual,Strategic and Statistical Considerations, Journal of Personality and Social Psychology, 51,1173- 1182. Bauer, R. A. (1960). Consumer Behavior as Risk Taking, Dynamic Marketing in The Changing World, Robert S. Hancock, ed. American Marketing Association, Chicago, 7, 389-398. Biswas, A. (1992). The Moderating Role of Brand Familiarity in Reference Price Perception. Journal of Business Research, 25(3), 251-262. Cialdini, R.B. and N.J. Goldstein, (2004). Social influence: Compliance and conformity. Annu.Rev. Psychol., 55, 591-621. Cox, D.F. (1967). Risk Handling in Consumer Behavior-An Intensive Study of TwoCases, in Donald F. Cox, Risk Taking and Information Handling in Consumer Behavior. Boston: Harvard University Press, 34-81. Cunningham, S.M. (1967). The Major Dimension of Perceived Risk, in Donald F.Cox, Risk Taking and Information Handling in Consumer Behavior. Boston: Harvard University Press, 82-108. Dodds, B.W., K.B. Monroe, and D. Grewal, (1991). Effect of Price, Brands and Store Information on Buyers’ Product Evaluation. Journal of Marketing Research, 28 (3), 307-319. Fishbein, M. and I. Ajzen, (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, Reading, MA. Garretson, J.A. and K. E. Clow, (1999). The influence of coupon face value on service quality expectations, risk perceptions and purchase intentionsin the dental industry. Journal of Services Marketing, 13(1), 59-72. Hoyer, W.D. and S. P. Brown, (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2),141-148. Jacoby, J. and L. Kaplan, (1972). The Components of Perceived Risk. Proceedings of 3rd Annual Conference, Association for Consumer Research, 382-393. Kaiser, H.F. (1974). An Index of Factorial Simplicity. Psychomertrika, 39(1), 31-36. Kamins, M.A. and L. J. Marks, (1991). The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and unfamiliar Brands. Journal of Academy of Marketing Science, 19(3), 177-185. Keller, K.L. (1993).Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing , 57, 1-22. Kerlinger, F.N. (1973). Foundations of Behavioral Research. CBS International Editions, 華泰書局代理. Lascu, D. and G.M. Zinkhan, (1999). Consumer Conformity: Review and Applications for Marketing Theory and Practice. Journal of Marketing Theory and Practice, 7(3), 1-12. Lichtenstein, D.R., N.M. Ridgway, and R.G. Netemeyer, (1993). Price perceptions and consumer shopping behavior: A field study, Journal of Marketing Research, 30 (2), 234-245. Macdonald, E. and B. Sharp, (2003).Management perceptions of the importance of brand awareness as an indication of advertising effectiveness, Marketing Bulletin, 14(2), 1-15. Macinnis, H. (1997). Consumer Behavior. Boston, New York: Houghton Mifflin Company, 393-394. Nunnally, J.C. ( 1978). Psychometric theory. N.Y., McGraw-Hill. Roselius, T. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35, 56-61. Ross, S. D.(2006). A Conceptual Framework for Understanding Spectator-Based Brand Equity. Journal of Sport Management, 20, 22-38. Schiffman, L.G. and L.L. Kanuk. (2000). Consumer Behavior, 7th ed., New Jersey: Prentice-Hall. Shimp, T. A. and W. O. Bearden, (1982). Warranty and Other Extrinsic Cue Effects on Consumers’ Risk Perceptions, Journal of Consumer Research, 9, 38-46. Simon, M. F.(1970). Influence of brand names on attitudes. Journal of Advertising Research,10(3), 28-30. Stone, R. N. and K. Gronhaug, (1993). Perceived risk: further considerations for the marketing discipline. European Journal of Marketing, 27(3), 39-50. Taylor, J. W. (1974). The Role of Risk in Consumer Behavior, Journal of Marketing, 38(2), 54-60. Tinson, J. and J. Ensor, (2001). Formal and Informal reference groups: An exploration of novices and experts in the maternity Services. Journal of consumer Behavior, 1(2), 174-183. Wang, K., C.F. Tai, L.-T. Liu, and Y.P. Cheng, (2014). Altruism or Benefit Seeking? Examining the Effects of Personal Characteristics and Behavioral Beliefs on Online Shopper’s Attitude and Intention to be an Online Group Buying Initiator, Proceedings of the18th Pacific Asia Conference on Information Systems. Wilkie, W. L. (1994). Consumer Behavior, New York: John Wiley and Sons Inc., 3, 380-381. Woodside, A. G. (1968). Group Influence And Consumer Risk Taking: An Experimental Study, Unpublished Doctoral Disserration The Pennsylvania State University. Smith R.E. and W.R. Swinyard, Attitude-Behavior. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
摘要: 隨著消費型態的改變,民眾購物的方式愈來愈多元,近年來市場上興起了一股「團購」的熱潮,「 揪團一起省運費、享折扣」已成為時下流行的購物趨勢。隨著電子商務的興起,更將團購熱潮帶上高峰,為廠商帶來了無限商機。因此,驅使消費者為何願意參與團購是本研究欲探討之議題。 然而,過去關於團購行為的研究大多從價格因素去考量使用者的購買意圖,未能考量消費者整體的購買行為及決策過程,因此,本研究欲從品牌、知覺風險與從眾傾向的角度切入探討影響消費者團購參與意願之因素。 本研究採便利抽樣方式以台灣地區曾經參與團購經驗之消費者為主要研究對象,以滾雪球抽樣方式發放實體及網路問卷收集樣本資料。而回收之問卷係以主成分分析、迴歸分析及路徑分析來探究變數間之關係,以了解相關變數對於團購意願的影響力及解釋力。 研究結果指出品牌知名度之總效果最能夠正向影響團購意願,其次為從眾傾向,而知覺風險則會負向影響團購意願。此外,研究中也發現,透過從眾傾向的間接效果可使品牌知名度對團購意願的影響效果增加,並可降低知覺風險對團購意願的負向影響程度,因此,從眾傾向的部分中介效果對團購意願亦具有一定之影響力。
Changes in consumption patterns let the shopping ways of people more and more diversified. In recent years, 'Group-Buying' becomes a popular trend and brings many new business opportunities to the market. Many researchers mainly focus on the user''s purchase intention, but the effects of the consumer''s overall purchase behavior and decision-making process may be more important in group-buying transaction. Therefore, this study explores the factors that influence the intentions of Group-Buying by considering the factors, such as brand, perceived risk and conformity. In this study, the snowball sampling method to adopted to collect questionnaires from face-to-face survey and network questionnaire. Regression analysis and path analysis are adopted to exam the relationship between variables. Results show that the total effect of brand awareness is most likely to affect the Group-Buying intentions, second factor is conformity, and the perceived risk affects the Group-Buying intentions negatively. This study also found that the indirect effect of the conformity could increase the effect of brand awareness on the intention of Group-Buying and reduce the negative influence of perceived risk on the intention of Group-Buying. Therefore, partial mediation effect of the conformity is also confirmed.
URI: http://hdl.handle.net/11455/97279
文章公開時間: 10000-01-01
Appears in Collections:應用經濟學系

文件中的檔案:

取得全文請前往華藝線上圖書館



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.