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題名：線上消費者再購行為的實徵研究
書刊名：電子商務學報
作者：何靖遠 引用關係／賴宜楓
作者(外文)：Ho, Chin-yuan／Lai, Yi-feng
出版日期：2012
卷期：14:2
頁次：頁307-328
主題關鍵詞：再購行為；RFM模型；賣方評價；實徵研究；Repurchase behavior；RFM model；Seller's rating；Empirical research
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(4) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:0
  • 點閱點閱:37
「開發一個新顧客的代價是留住一個現有顧客的五或六倍」已經成為互動式行銷的一則格言。準此，了解線上消費者的再購行為，有助於電子商務業者找出潛在的回流顧客，進而以具成本效益的方式增加營收。目前我們只能找到線上再購意圖或忠誠意圖的文獻，線上再購行為的研究則付之闕如。本研究結合行銷領域的 RFM模型以及拍賣網站所提供評價資訊，建立線上再購行為影響因素的研究模型。研究者使用網頁內容探勘的方式，蒐集台灣 Yahoo!奇摩拍賣中 T恤類別商品在 2011年 3月份的真實交易資料以及買賣雙方的歷史交易資料。我們以六個月有效回購時間定義再購，邏輯迴歸分析顯示自我因循的從眾行為包括交易的時間間隔、買賣雙方交易總次數以及前次交易買方給予賣方的評價對於再購行為有顯著的影響。最後針對研究發現進行討論和事後分析，並提出管理實務意涵。
‘Acquiring a new customer is five/six times more costly than retaining an existing one’ has turned into a maxim of interactive marketing. Accordingly, understanding the online consumers’ repurchase behaviors can facilitate an e-business to identify potential returning customers and increase revenues in a more cost-effective way. Literature of online repurchase intention or loyalty intention can be found, but not for repurchase behavior. We established a research model of online consumers’ repurchase behavior and its antecedents using the RFM model and ratings provided by auction website. Using web content mining technique, we collected real transaction data of T-shirt category from Taiwan’s Yahoo! Auction website in March, 2011 and the historical data of those buyerseller airs found in March transactions. Six-month is used to define valid repurchase cycle and through the logistic regression analysis, we found that the self-herding behavior, including the recency and the frequency of past buyer-seller transactions, and the rating given by the buyer have significant impacts on buyer’s repurchase behavior. Finally, we discuss the findings with post-hoc analysis, and provide practical/managerial implications of this study.
期刊論文
1.Gilkeson, J. H.、Reynolds, K.(2003)。Determinants of internet auction success and closing price: An exploratory study。Psychology & Marketing，20(6)，537-566。  new window
2.Pfeifer, P.(2005)。The optimal ratio of acquisition and retention costs。Journal of Targeting, Measurement and Analysis for Marketing，13(2)，179-188。  new window
3.Chen, Y. F.(2008)。Herd behavior in purchasing books online。Computers in Human Behavior，24(5)，1977-1992。  new window
4.Teo, T. S. H.、Yeong, Y. D.(2003)。Assessing the consumer decision process in the digital marketplace。Omega，31(5)，349-363。  new window
5.Liang, Ting-Peng、Lai, Hung-Jen(2002)。Effect of Store Design on Consumer Purchases: an Empirical Study of On-line Bookstores。Information & management，39(6)，431-444。  new window
6.Shaw, M. J.、Subramaniam, C.、Tan, G. W.、Welge, M. E.(2001)。Knowledge management and data mining for marketing。Decision Support Systems，31(1)，127-137。  new window
7.Yen, C.-H.、Lu, H.-P.(2008)。Factors influencing online auction repurchase intention。Internet Research，18(1)，7-25。  new window
8.Reichheld, Frederick F.、Schefter, Phil(2000)。E-loyalty: Your secret weapon on the web。Harvard Business Review，78(4)，105-113。  new window
9.Yen, Chia-Hui、Lu, Hsi-Peng(2008)。Effects of e-service quality on loyalty intention: An empirical study in online auction。Managing Service Quality: An International Journal，18(2)，127-146。  new window
10.Qu, Zhen、Zhang, Han、Li, Haizheng(2008)。Determinants of online merchant rating: Content analysis of consumer comments about Yahoo merchants。Decision Support Systems，46(1)，440-449。  new window
11.Mittal, Vikas、Kamakura, Wagner A.(2001)。Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics。Journal of Marketing Research，38(1)，131-142。  new window
12.Anderson, Rolph E.、Srinivasan, Srini S.(2003)。E-Satisfaction and E-Loyalty: A Contingency Framework。Psychology & Marketing，20(2)，123-138。  new window
13.Ba, Sulin、Pavlou, Paul A.(2002)。Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior。MIS Quarterly，26(3)，243-268。  new window
14.Srinivasan, Srini S.、Anderson, Rolph、Ponnavolu, Kishore(2002)。Customer loyalty in e-Commerce: An exploration of its antecedents and consequences。Journal of Retailing，78(1)，41-50。  new window
15.Oliver, Richard L.(1980)。A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions。Journal of Marketing Research，17(4)，460-469。  new window
16.Kim, D. J.、Ferrin, D. L.、Rao, H. R.(2009)。Trust and satisfaction, two stepping stones for successful e-commerce relationships: A longitudinal exploration。Information Systems Research，20(2)，237-257。  new window
17.林俊劭(2010)。36歲鞋王傳奇。商業周刊，1184，107-118。  延伸查詢new window
18.Ariely, D.、Norton, M.I.(2007)。How actions create - not just reveal - preferences。Trends in Cognitive Sciences，12(1)，13-16。  new window
19.Kauffman, R. J.、Wood, C. A.(2006)。Doing their bidding: An empirical examination of factors that affect a buyer's utility in Internet auctions。Information Technology Management，7(3)，171-190。  new window
20.Hughes, A.M.(1996)。Boosting response with RFM。Marketing Tools，3(3)，4-10。  new window
21.Lee, C.H.、Eze, U.C.、Ndubisi, N.O.(2011)。Analyzing key determinants of online repurchase intentions。Journal of Marketing and Logistics，23(2)，200-221。  new window
22.Melnik, M.I.、Alm, J.(2002)。Does a seller's ecommerce reputation matter evidence from eBay auctions。Journal of Industrial Economics，50(3)，337-349。  new window
23.Posselt, T.、Gerstner, E.(2005)。Pre-sale vs. post-sale e-satisfaction: Impact on repurchase intention and overall satisfaction。Journal of Interactive Marketing，19(4)，35-47。  new window
24.Weinberg, B.D.、Davis, L.(2005)。Exploring the WOW in online-auction feedback。Journal of Business Research，58(11)，1609-1621。  new window
會議論文
1.Liu, Y.、Yang, L.、Wei, K.K.、Chen, H.(2009)。Consumers' repurchase probability in online marketplace: A belief updating perspective183，1-10。  new window
圖書
1.Schiffman, L. G.、Kanuk, L. L.、顧萱萱、郭建志(2001)。消費者行為。臺北：學富文化。  延伸查詢new window
2.Engel, J. F.、Kollat, D. T.、Blackwell, R. D.(1982)。Consumer behavior。New York：Holt, Rinehart and Winston Company。  new window
3.Hair, J. F.、Anderson, R. E.、Tatham, R.、Black, W. C.、Babin, B. J.(2010)。Multivariate Data Analysis with Readings。Prentice Hall International。  new window
4.Agresti, A.、劉應興(1996)。類別資料分析導論。台北市。  延伸查詢new window
其他
1.創市際市場研究顧問(2006)。八成二網友玩網拍　拍賣偏好男女不同”，http://www.insightxplorer.com/news/news_12_20_06.html， 201103。  延伸查詢new window
2.創市際市場研究顧問(20071109)。台灣網路拍賣穩定成長．Yahoo!奇摩拍賣獨占鼇頭，http://www.insightxplorer.com/news/news_11_09_07.html。  延伸查詢new window
3.(2010)。噓！新聞，http://www.sheeee.com/sheee/99/n-405699.html。  new window
 
 
 
 
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