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題名：網站核心購物介面成份在線上購物時之相對重要性：聯合分析研究
作者：渥頓
作者(外文)：Clyde A. Warden
校院名稱：國立成功大學
系所名稱：企業管理學系
指導教授：吳萬益
蔡東峻
學位類別：博士
出版日期：2002
主題關鍵詞：線上行銷；介面成份；線上購物；ELM；思考可能性模式；網站；電子商務；聯合分析；Online Marketing；Interface Components；Online Shopping；ELM；Elaboration Likelihood Model；Web Site；Electronic Commerce；Conjoint Analysis
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線上消費者對嵌於網站購物介面成份之解讀及重視情形之實證探討賦予可能性來增進了解線上消費者行為，並進而應用於以消費者為導向的網站設計決定之參考依據。鑑於介面成份阻礙或協助消費者對線上行銷訊息的認知之相關研究文獻尚少，本論文研究分析核心購物介面成份在線上購物時之相對重要性及在思考可能性模式中之說服的中心路線及說服的周邊路線所扮演的角色。本研究探討網路購物之重要及相關因素後，發現便利性、資訊流及安全信任度為線上購物之核心成份。本研究再應用虛擬線上購物情境進行上述各核心成份之實證研究，結果顯示受試者深思地考慮(說服的中心路線)有關購物旅程之極少化、資訊流及信用卡被盜刷之防護措施問題。本研究還發現省時者、資訊搜尋者及一般瀏覽者三種不同區隔的受試者對線上購物核心成份有不同的特定偏重選擇。本研究並建構網路行銷訊息、購物介面成份在說服的中心路線或說服的周邊路線所扮演的角色及界面成份在三種不同線上消費區隔的相對重要性之敘述模型。
Empirical exploration of how online consumers interpret and value the marketing communication embedded in shopping interface components has the potential to advance knowledge of online consumer behavior and to inform design decisions concerning consumer-oriented Web sites. To date, little research has been completed regarding how interface components hinder or aid consumer perceptions of the online marketing message. This dissertation investigates the relative importance of online shopping interface components for online consumer shopping tasks and the role they play within the context of the Elaboration Likelihood Model’s central and peripheral routes of persuasion. The important and relative issues surrounding online shopping were explored, finding the core components of convenience, access to information, and trust. These components were then implemented in an online shopping task. Respondents considered thoughtfully (central route) marketing messages that involved issues of minimizing travel, information access, and fraud protection. The specific preference of respondents for each of these components was found to differ depending on three market segments: time savers, information seekers, and general surfers. A descriptive model of Web-based marketing messages, their roles in the central or peripheral route, and their relative importance to the three online consumer segments was developed.
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