臺灣博碩士論文加值系統

綜觀全球電子商務環境，亞太地區已成為全球最大電子商務市場，面對如此龐大的商機與強大的競爭環境，廠商無不使出渾身解數，試圖脫穎而出，許多廠商為了刺激銷售量，衍伸出許多不同促銷方式吸引更多的消費者上門。 加價購更是近年來廠商實務上常用的手法之一，無論線下或線上無處皆有加價購商品區，對於消費者而言，加價購已滲透於生活中，隨著消費者購物型態轉換於線上，本研究發現6成網購平台有加價購，更加顯現加價購於網路購物購不容小覷，然而網路加價購於國內外相關研究相當缺乏，故本研究以領導產品組合詮釋網路購物平台加價購商品組合，結合理性行為理論、沉浸理論，及調節變項(資訊超載、衝動性購買傾向)，了解產品特性、知覺節省、認知努力對消費者加價購購物接受態度於購買意圖之影響。 本研究以問卷調查方式，研究對象為有網路加價購買商品經驗的消費者，共發放300份問卷，有效問卷共235份，有效問卷率78.3%，使用結構方程模型(SEM)探討各研究變數之間線性關係，透過實證資料的分析，驗證各構面間關聯性，此外，透過調節迴歸分析調節變數於消費者加價購購物接受態度對購買意圖是否有調節影響；研究結果顯示：(1)產品特性正向影響消費者加價購購物接受態度；(2)沉浸效果正向影響消費者加價購購物接受態度；(3)認知努力正向影響消費者加價購購物接受態度；(4)知覺節省正向影響消費者加價購購物接受態度；(5)消費者加價購購物接受態度正向影響購買意圖；(6)衝動性購買傾向於消費者加價購購物接受態度對購買意圖具調節影響；(7)資訊超載於消費者加價購購物接受態度對購買意圖具調節影響。

The Asia-Pacific region is the largest e-commerce market in the world for past years. How to get into the largest e-commerce market share? Retailers face challenges. Du to the retailers tried to increase revenue, the mixed-leader bundling is a new promotion style for attacting consumers. Recently, the mixed-leader bundling promotion is applied for online shopping frequently. As the research results shoe more than 60% e-market platforms to adopt the mixed-leader bundling promotion. But, few of research mention about the effect of mixed-leader bundling promotion. Therefore, the research tries to interpret mixed-leader bundling promotion how to affect shopping behavour with Theory of Reasoned Action and flow theory. Product characteristics, perceived saving, and perceived effort are enablers. Information overloading and impulse tendency are moderators. We also adopted Structural Equation modeling (SEM) and Moderated Regression Analysis (MRA) to test seven different hypothesizes.
We use questionnaire survey to collect data. Total 235 valid questionnaires were collected from online shopping experienced consumers. By the hypotheses testing, the research shows some important results, as follows: (1) Product characteristics positive influence consumer attitude of mixed-leader bundling promotion. (2) Flow effect positive influences consumers attitude. (3) Perceived effort positive influences consumer attitude. (4) Perceived saving positive influences consumer attitude. (5) Consumers attitude positive influences shopping intention. (6) Impulse shopping tendency and information overloading have moderating effect between attitude and intention. The conclusion and implication are also dicussed.

摘要 I
Abstract II
目錄 III
表目錄 V
圖目錄 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 網路購物 7
第二節 促銷與組合價格促銷 9
第三節 理性行為理論 13
第四節 沉浸理論 21
第五節 產品特性 24
第六節 知覺節省 25
第七節 認知努力 28
第八節 購買意圖 31
第九節 衝動性購買傾向 32
第十節 資訊超載 42
第三章 研究設計 44
第一節 研究假說 44
第二節 研究架構 47
第三節 研究變數之操作型定義 48
第四節 問卷設計 50
第五節 資料分析方法 55
第四章 研究結果 59
第一節 樣本分析 60
第二節 信度與效度分析 61
第三節 測量模式分析 63
第四節 研究假說之驗證 66
第五節 調節迴歸分析 68
第五章 結論與建議 71
第一節 研究結果與討論 71
第二節 理論意涵與實務意涵 74
第三節 研究限制與未來研究方向 75
參考文獻 76
附錄1 89

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