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從網購平台探討知覺風險、顧客滿意、時間框架口碑效應與再購意願關係 = A...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

從網購平台探討知覺風險、顧客滿意、時間框架口碑效應與再購意願關係 = An Exploration on the Perceived Risk, Customer Satisfaction, the Word-of-Mouth Marketing of Time Framing and Repurchase Willingness via Online Shopping Platform

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	An Exploration on the Perceived Risk, Customer Satisfaction, the Word-of-Mouth Marketing of Time Framing and Repurchase Willingness via Online Shopping Platform
作者:	梁郁婕,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2013[民102]
面頁冊數:	112面圖，表格 : 30公分;
標題:	網購美食
標題:	Online Shopping Food
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/78507437056903994627
附註:	參考書目：面91-97
附註:	102年10月31日公開
摘要註:	台灣的網購美食廣受男女老少的歡迎，加上團購的消費行為興起，如台灣主要合購平台—愛合購的單月美食團購金額約有5000萬元，並在2012年統計中更有突破6億元的表現；可以看到網購美食的龐大商機與成長潛力，各類的食品業者開始積極運作虛擬的網路通路。對於一個網路通路的新進入者，除了本身產品技術之外，在選擇網路平台、交易模式及物流運送也相當的重要。選擇好的管道，可以取信於新顧客，進而提升購買意願。利用網路工具，食品業者可以從消費者主動在網路上發表的網購心得來掌握更多的消費資訊，並透過口碑吸引更多的新顧客，即為網路的口碑效益。故本研究有以下兩個目的：(1) 探討電子商務中的金流、資訊流、物流，如何讓新顧客提升滿意度進而達到再次購物行為，並了解之間的關聯性。(2)當消費者已經有一次的購買經驗行為之後，在產品、通路不變之下進再購行為，前後兩次購買之時間差距一旦出現負面口碑效應時，是否會影響消費者的購買行為。本研究透過網路問卷取得889筆有效問卷，運用敘述性統計分析、信度分析與效度分析、差異性分析與迴歸分析方法，進行統計分析以及假設驗證，來了解消費者對於電子商務中，金流、物流、資訊流的知覺風險、顧客滿意度及再購意願所表現的態度。並且透過負面口碑的時間框架來了解，消費者會不會因為負面口碑的時間影響時，來改變再購的行為。研究結果顯示(1)網購美食網路平台會因為知覺風險表現對顧客滿意度而具有正向關係。(2)消費者的再購意願對顧客滿意度的有正向影響。(3)時間框架的負面口碑效應會正向影響顧客的再購意願。所以建議網路美食賣家，要選擇適合的網購平台和交易模式來提高顧客的購買意願，並且要保持美食產品中品質的口碑評價，才可以在網購市場中佔有一席之地。 With the raising of the group purchase behavior, the online shopping food is widely popular among the people in Taiwan. For example, the amount of money of group purchase in the major group purchase platform ihergo was about $50 million per month, and was estimated to top $600 million in 2012. From the above, we can observe the enormous business opportunity and potential of online shopping food, and various kinds of food dealers start to actively operate the virtual network channel. For a new entrant of network channel, in addition to its product and technique, the network platform choice, transaction mode and logistic delivery are quite important as well. Choosing a new channel could gain the trust of the new customers, further enhancing the purchase willingness. Through the network tool, the food dealers could gain more consuming information via the online shopping reviews actively posted by the consumers, and attract more new consumers through word-of-mouth; that is the word-of-mouth benefit of the internet. Therefore, this study has two research purposes: 1) using the cash flow, information flow and logistic channel within e-commerce to investigate how to enhance the new customers’ satisfaction so as to reach the re-purchasing behavior, and to understand their connection. 2) when the consumers have the first purchase experience, how will the negative word-of-mouth influence the consumers’ second purchasing behavior under the unchanging of products and channels. This study obtained 889 valid questionnaires via online questionnaire, and used descriptive statistical analysis, reliability and valid analysis, difference analysis and regression analysis to conduct the statistical analysis and hypothesis testing so as to understand the consumers’ attitude toward the perceived risk, customer satisfaction and repurchase willingness of the cash flow, logistic and information flow within E-commerce. Also, through the negative word-of-mouth time framing, we understand whether the consumers will change their repurchase willingness because of the negative word-of-mouth time influence. The results show: 1) online shopping food network platform has positive correlation toward the customer satisfaction due to the perceived risk performance. 2) the consumer repurchases willingness has positive correlation toward the consumer satisfaction. 3) the negative word-of-mouth effect of time framing will positively influence the consumers’ repurchase willingness. Therefore, it is suggested that the online food sellers choose appropriate online shopping platform and transaction mode to enhance the customers’ purchase willingness as well as maintain the word-of-mouth evaluation of the food product so as to obtain a leading role in the online shopping market.

從網購平台探討知覺風險、顧客滿意、時間框架口碑效應與再購意願關係 = An Exploration on the Perceived Risk, Customer Satisfaction, the Word-of-Mouth Marketing of Time Framing and Repurchase Willingness via Online Shopping Platform
梁, 郁婕

從網購平台探討知覺風險、顧客滿意、時間框架口碑效應與再購意願關係 = An Exploration on the Perceived Risk, Customer Satisfaction, the Word-of-Mouth Marketing of Time Framing and Repurchase Willingness via Online Shopping Platform / 梁郁婕撰 - [高雄市] : 撰者, 2013[民102]. - 112面 ; 圖，表格 ; 30公分.
參考書目：面91-97102年10月31日公開.
網購美食Online Shopping Food

從網購平台探討知覺風險、顧客滿意、時間框架口碑效應與再購意願關係 = An Exploration on the Perceived Risk, Customer Satisfaction, the Word-of-Mouth Marketing of Time Framing and Repurchase Willingness via Online Shopping Platform
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