線上購物者有意識之溢價消費行為研究｜國立政治大學博碩士論文系統

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研究生：	林碩俊 Lin, Shuo Chun
論文名稱：	線上購物者有意識之溢價消費行為研究
指導教授：	管郁君
學位類別：	碩士 Master
系所名稱：	商學院 - 資訊管理學系 Department of Management Information System
論文出版年：	2005
畢業學年度：	93
語文別：	中文
論文頁數：	74
中文關鍵詞：	溢價、理性行為理論、主觀規範、搜尋性產品、經驗性產品
相關次數：	點閱：387 下載：168
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消費者對於產品的要求逐漸走向精緻化與客製化，貼近消費者需求的產品，在行銷上有更佳的說服力。在網路購物風氣逐漸成熟的情況下，購物網站為了更好的經營績效，經營顧客忠誠度，是很重要的課題。如何針對網路特性瞭解消費者知覺地付出溢價購買產品，以及相關的消費者購買行為形塑過程，與購物後的情感滿足是很重要的課題。另外，企業對於如何滿足網路消費者的顧客價值，乃至於提供消費者物質乃至情感滿足，尚未有從消費者觀點的完整瞭解。本研究以理性行為理論探討線上購物時消費者從重要他人、主觀規範、個人態度、購買意願、乃至於知覺地形成購買行為的影響因素。

本研究以調查研究法為主，針對台灣地區的網際網路使用者發放網路問卷，所有資料經過分析之後顯示，網路購物時顧客付出溢價的存在，此與一般對於網路購物廉價的印象相左。除此之外，產品類型、品質敏感、情感、安全及品質會影響網路購物溢價購買態度；而環保及時間的影響則不顯著。另一方面，在網路購物時，溢價購買態度及主觀規範會影響網路購物溢價購買意願，而以主觀規範影響為大。

關鍵字：溢價、理性行為理論、主觀規範、搜尋性產品、經驗性產品

目錄…………………………………………………………………………2
圖目錄………………………………………………………………………4
表目錄………………………………………………………………………5
摘要........................................................3
第一章緒論.................................................8
第一節研究背景與動機.......................................8
第二節研究目的.............................................9
第三節研究範圍.............................................10
第二章文獻探討.............................................12
第一節顧客價值文獻.........................................12
一、顧客價值的定義.........................................12
二、電子商務的顧客價值.....................................16
三、網路上的顧客價值.......................................20
第二節溢價相關文獻.........................................20
一、溢價的分類.............................................21
第三節影響購買行為之因素...................................28
一、理性行為理論之意義.....................................29
二、理性行為理論之構念.....................................29
第三章研究設計.............................................33
第一節研究架構.............................................33
第二節研究變數與操作化定義.................................33
一、產品溢價影響因素.......................................35
二、溢價產品購買態度.......................................40
三、主觀規範...............................................41
四、溢價產品購買意願.......................................41
第三節研究假說.............................................42
第四節變數衡量.............................................43
第五節問卷設計.............................................43
第六節分析方法.............................................45
第四章資料分析.............................................47
第一節問卷回收情況與信效度檢驗.............................47
一、問卷回收狀況...........................................48
線上購物者有意識之溢價消費行為研究

二、樣本結構...............................................48
三、信效度檢驗.............................................50
第二節因素分析.............................................51
第三節路徑分析.............................................54
第四節假說驗證.............................................58
第五章結論與建議...........................................59
第一節研究結論.............................................59
第二節研究建議.............................................61
第三節研究限制.............................................62
附錄問卷...................................................71

線上購物者有意識之溢價消費行為研究
圖目錄
圖1-1 研究流程..............................................8
圖2-1 Keeney 電子商務顧客價值模型...........................16
圖2-2 溢價與賣家聲譽對不同類型產品之關係....................19
圖2-3 溢價與品質敏感對不同類型產品之關係....................20
圖2-4 信任所產生的溢價表....................................21
圖2-5 商品價格與溢價關係圖..................................22
圖2-6 商品類型與溢價關係圖..................................23
圖2-7 理性行為理論..........................................26
圖3-1 研究架構..............................................29
圖3-2 研究假說……………………………………………………………40
圖4-1 每日參與問卷填答數量變化曲線..........................45
圖4-2 研究架構之路徑關係與路徑係數..........................56

線上購物者有意識之溢價消費行為研究
表目錄
表2-1 價值的定義............................................15
表3-1 線上購物者購物經驗問卷題..............................33
表3-2 品質敏感程度題項......................................34
表3-3 Search Product 與 Experience Product 特性對應表.......36
表3-4 搜尋性產品（search product）特性與問卷題項............36
表3-5 經驗性產品（experience product）特性與問卷題項........37
表3-6 產品溢價影響因素問卷題項..............................39
表3-7 溢價產品購買態度問卷題項..............................40
表3-8 主觀規範問卷題項......................................40
表3-9 溢價產品購買意願題項..................................41
表4-1 問卷蒐集狀況..........................................47
表4-2 樣本特徵描述..........................................47
表4-3 問卷信度檢核表........................................49
表4-4 溢價相關影響因素構念之共同性..........................50
表4-5 溢價相關影響因素構念之解釋總變異量....................50
表4-6 溢價相關影響因素轉軸後因素負荷量矩陣表................51
表4-7 溢價相關影響因素......................................52
表4-8 商品類型與線上購物溢價購買態度之關係分析..............53
表4-9 搜尋性商品及商品價格與線上購物溢價購買態度之關係分析..54
表4-10 經驗性商品及商品價格與線上購物溢價購買態度之關係分...54
表4-11商品價格與線上購物溢價購買態度之關係分析..............55
表4-12「線上購物之溢價購買態度」為依變數之模式摘要與便異數分析..........................................................55
表4-13「線上購物之溢價購買態度」為依變數之迴歸係數..........56
表4-14「線上購物之溢價購買態度」為依變數之共線性診斷........56
表4-15「線上購物之溢價購買意願」為依變數之模式摘要與便異數分析..........................................................57
表4-16「線上購物之溢價購買態度」為依變數之迴歸係數..........57
表4-17「線上購物之溢價購買意願」為依變數之共線性診斷........58
表4-18 路徑分析結果彙總.....................................59
表4-19 研究假說之驗證結果...................................59

中文部分
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江佳芳，2002，以需求理論為基礎所建立之顧客價值衡量及需求轉換之行為分析，國立高雄第一科技大學行銷與流通管理所碩士論文。

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