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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/52908


    Title: 線上購物知覺價值與交易成本關係之整合研究
    Other Titles: An Integrated Study of Perceived Value and Transaction Cost in Online Shopping
    Authors: 巫立宇
    Contributors: 國立政治大學企業管理學系
    行政院國家科學委員會
    Keywords: 知覺價值;交易成本理論;購物經驗
    Date: 2011
    Issue Date: 2012-05-18 13:31:25 (UTC+8)
    Abstract: 行銷思想發展至今，學界、業者在解釋交換/交易行為過程中，大多把重點放在效益 面，卻忽略交換過程中降低交換成本也是驅動交易持續進行的關鍵因素。因此，本研究 目的希望能夠建構一套同時包含『效益＋成本的交換模型』來解釋線上購物者購買決策 的行為，並且將交易成本進行劃分，探討不同型態的成本對交易行為的影響（本研究第 一年計畫）。 此外，許多廠商在線上購物情境中，除了思考如何吸引新的線上購物者外，也在思 考如何讓忠誠的顧客持續與原商家交易，例如對顧客的購物習慣和偏好很了解、更快速 提供資訊服務，而這些可能是商家要思考的經營重點。基此，從不同（重度/輕度）線上 購物經驗的消費者於『效益＋成本的交換模型』進行驗證—這即是第二年計畫欲探討的 方向。 最後，前兩年計畫討論的重點在於買賣過程中同時考量效益、交易成本的重要性， 卻未納入如何才能降低這些交易成本。鑑此，第三年計畫將著重探討影響『效益＋成 本的交換模型』的前置因素，藉以建構B2C 線上情境的完整模型。
    Up to now in the field of marketing concept development, scholar and practicers mostly emphasize on the utility aspect for explaining the process of exchange/transaction behaviors, yet neglect to focus on the decrease of exchange cost as a key for driving transaction process. Thus, the purpose of this study conducted in the first year is to develop an "exchange of cost and utility model" for explaining the purchase decision making process of online shoppers. In addition, the study also divides transaction costs into several sub-dimensions for further discussion of its impact on transaction behavior (phase one of the research). In addition to the consideration of how to attract new online shoppers, many firms also have to work on their relationships with its loyal customers. Tactics such as understand customers’ buying habits and preferences, provide informative services in a timely manner are also keys to prosper an online business. Therefore, the second year of this study will examine different types of online (i.e., heavy/light) buyers based on their buying frequency using the model of cost and utility exchange (phase two of the research). Finally, both phases one and two of the research value the importance of (constructs of) utility and transaction costs, but how to lower the costs is still hang in doubt. To bring this research into the next level, antecedents that affect the cost and utility exchange model will be emphasized to complete the B2C online setting; and the third phase is therefore developed.
    Relation: 應用研究
    學術補助
    研究期間:10008~ 10107
    研究經費:416仟元
    Data Type: report
    Appears in Collections:[企業管理學系] 國科會研究計畫

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