頁籤選單縮合
題 名 | 消費者線上轉售行為與購買意願之研究--心理帳戶觀點之應用=A Study of Consumer Online Resale Behavior and Purchase Intention--From a Mental Accounting Perspective |
---|---|
作 者 | 朱訓麒; | 書刊名 | 中小企業發展季刊 |
卷 期 | 14 2009.12[民98.12] |
頁 次 | 頁111-141 |
分類號 | 496.34 |
關鍵詞 | 消費者網路轉售; 心理帳戶; 二手市場; C2C電子商務; Consumer resale; Online auction; Mental accounting; |
語 文 | 中文(Chinese) |
中文摘要 | 過去的行銷研究將廠商行為與消費者的行為清楚切割並區分為行銷學與消費者行 為學兩個學科,但對於今日全球眾多的消費者透過C2C 電子商務同時扮演消費者與 零售商的行為,在理論上卻沒有適當的描述與解釋。本研究旨為探討在計畫性轉售情 況下,對於某欲購的新物品具有轉售知覺的消費者其購買行為是否改變以及如何改 變。 本研究以心理帳戶觀點來檢視關於消費者購買與轉售的行為。實驗探討消費者是 否因為知覺欲購「新品」轉售的可能性以及在不同轉售參考售價下,增加了購買此新 商品的意願以及心理運作的過程,並且測試消費者之轉售經驗與被轉售商品之實用或 享樂屬性對新品購買意願的干擾效果。結果發現轉售知覺與轉售參考價格會透過轉售 心理帳戶價值與知覺付出金額來影響消費者對新品的購買意願,而消費者的轉售經驗 會干擾此時購買意願的變化。 |
英文摘要 | Studies of consumer behavior with regard to selling goals, knowledge, and skills differ tremendously from those of the traditional consumer buying and consumption behavior. Why and how consumers learn to be resellers is an interesting issue in C2C e-commerce research. Unfortunately, the behavior of consumer online resale has not been studied indepth. In the present study, we examine the change of purchase intention toward a desired new product when buyers form an intention to resell the product upon purchasing it from a Mental Accounting perspective. Through experiments under different resale context, the study found buyers’ purchase intention of a new product can be influenced by a resale intention of this new product and the same possessed used goods through the perceived value of resale mental account and perceived payment amount. Further, the study found resellers’ resale experience and characteristics of resold items can moderate the effect. |
本系統中英文摘要資訊取自各篇刊載內容。