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題名 | 消費者行為對拍賣網站購買決策之影響=The Study of Customer Behavior to Purchase Decision on Auction Website |
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作者 | 陳怡靜; 楊菁倩; 李怡穎; | 書刊名 | 中州學報 |
卷期 | 24 民95.12 |
頁次 | 頁129-145 |
分類號 | 496.34 |
關鍵詞 | 拍賣網站; 消費價值; 消費者行為; 購買決策; Auction website; Consumption value; Consumer behavior; Purchase decision; |
語文 | 中文(Chinese) |
中文摘要 | 近年來拍賣網站已成為新興的購物通路,透過拍賣特有的競價方式,商品最後成交的價格也應是買賣雙方皆可以接受的;然而拍賣網站交易人數卻始終不及上網人數,主要原因為消費者無法克服內心對拍賣網站所存在的不確定性及風險性,因此消費者該如何使用拍賣網站,其行為偏好將如何影響購物決策是本研究所欲探討的重點,暸解拍賣網站應提供哪些功能與服務,才能吸引消費者至拍賣網站選購商品,進而促成交易的成功,以提升電子商務的成交率。在消費者的行為認知取向上,將會影響對拍賣網站的態度及購買決策,這些因素都是值得探討的議題。本研究以消費價值理論中的功能性、社會性、情感性、嘗新性及情境性價值出發,搭配消費者的上網使用經驗,來了解消費者購買拍賣品的動機及評估因素,進而暸解拍賣網站對消費者購買決策之影響;希冀本研究可以提供有意建置拍賣網站或加入網拍一族的企業或個人參考之用。 |
英文摘要 | In recent years auction website is becoming an emerging shopping circuit, with its unique bid price way, the deal price of the trade article is also acceptable by two parties of seller and buyer; However the population of trade at auction website actually throughout to be inferior to the population of access the net, the main reason is consumer's unable overcoming the fear of the innermost feelings and risk to website, therefore, how the consumer should use auctions website, how will its behavior affect the shopping decision-making will be the key point by chance which this research would like to discuss, understood which functions and service will auction website to be supposed to provide, will be able to attract the consumer to get on the auction website to select and purchase the commodity, then will lead the transaction to success, will promote the electronic commerce the deal rate. In consumer's behavior cognition orientation will be able to affect to auctions website's attitude and the purchase decision-making, these factors are the subjects which will be worth discussing. This research expends in the value theory the function, the sociality, the emotion, tries something new the natural and the situation value embarks, matches the consumer to access the net used experience, understood the consumer purchases goods by auction the motive and the appraisal factor, then understanding auctions the website to purchase influence the policy-making to the consumer; Hoped for this findings may provide the enterprise or the individual who intend to establish auction website or join the net as reference using of. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。