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摘要
外文摘要
引文資料
題名:
B2C購物網站如何轉換成C2B網路團購模式
書刊名:
行銷評論
作者:
蘇柏全
/
許雅雯
作者(外文):
Su, Bo-chiuan
/
Hsu, Ya-wen
出版日期:
2014
卷期:
11:4
頁次:
頁341-366
主題關鍵詞:
電子商務
;
網路團購
;
層級羅吉斯迴歸
;
Electronic commerce
;
Online group-buying
;
B2C
;
C2B
;
Hierarchical logistic regression
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(
1
) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:
1
共同引用:0
點閱:3
網路團購是一群人透過網路平臺,以團體購買提升對廠商的議價能力。本研究主要目的在於找出促進一般B2C(business to consumer)購物網站轉換成C2B(consumer to business)網路團購所應重視的因素,並計算出各顯著因素對B2C購物網站轉換成C2B網路團購之影響機率,讓廠商和消費者各蒙其利,而國內外文獻以機率與量化模型來研究網購團購則是非常稀少。本研究模型由消費者構面、服務品質構面、行銷構面、團購限制條件、以及個人特徵屬性(控制變數)構成, 針對361位有網路團購經驗消費者的網路問卷經過層級羅吉斯迴歸分析(hierarchical logistic regression)顯示,「最近三個月團購總金額」、「內容」、「公信力」、「產品多樣性」、「物流」、「客戶服務」、「促銷活動」、「行動商務的結合」、「社群活動」和「金額上限」顯著影響消費者是否在一般B2C購物網站選擇C2B網路團購。 所提出的研究模型的預測準確度高達89.8%。此外,研究結果顯示對「社群活動」重視的消費者,其會在B2C購物網站選擇C2B網路團購的機率是對「社群活動」不重視的消費者的1.336倍、對「行動商務的結合」重視的消費者,其會在B2C購物網站選擇C2B網路團購的機率是對「行動商務的結合」不重視的消費者的1.776倍。研究最後並提供管理意涵。
以文找文
Online group-buying offers products and services at significantly reduced prices on the condition that a minimum number of buyers make the purchase. This research aims to find out the factors influencing the decisions that consumers make to choose the C2B group buying on the B2C shopping websites. This study proposes the quantitative and probability models, reporting data collected from 361 respondents. The results of the analysis of hierarchical logistic regression show that the spending of online group buying for the last three months, website contents, website credibility, product diversity, logistics, customer services, promotion activities, mobile commerce, social media activities, and the maximum prices of online group buying significantly influence whether the customers choose the C2B on the B2C websites. The precision rate of predicting this switching behavior, using our models, is 89.8%. The probability of choosing the C2B on the B2C websites for the customers thinking highly of social media activities is 1.336 times than that of the customers who do not. The probability of choosing the C2B on the B2C websites for the customers thinking highly of mobile commerce is 1.776 times than that of the customers who do not. The research concludes with providing the managerial implications.
以文找文
期刊論文
1.
Campo, Sara、Yagüe, María J.(2007)。Effects of price promotions on the perceived price。International Journal of Service Industry Management,18(3),269-286。
2.
Li, X.(2012)。Group buying, buyer heterogeneity, and sellers' bargaining power。Decision Sciences,43(5),761-783。
3.
Lee, L.、Tsai, C. I.(2014)。How price promotions influence post purchase consumption experience over time。Journal of Consumer Research,40(5),943-959。
4.
Aydinli, A.、Bertini, M.、Lambrecht, A.(2014)。Price promotion for emotional impact。Journal of Marketing,78(4),80-96。
5.
Kauffman, R. J.、Li, T.、van Heck, E.(2010)。Business network-based value creation in electronic commerce。International Journal of Electronic Commerce,15(1),113-144。
6.
Oestreicher-Singer, G.、Sundararajan, A.(2012)。Recommendation networks and the long tail of electronic commerce。MIS Quarterly,36(1),65-83。
7.
Hu, M.、Shi, M.、Wu, J.(2014)。Simultaneous vs. Sequential group-buying mechanisms。Management Science,59(12),2805-2822。
8.
Pelaez, A.、Yu, M. Y.、Lang, K. R.(2013)。Social buying: The effects of group size and communication on buyer performance。International Journal of Electronic Commerce,18(2),127-157。
9.
Kuan, K. Y.、Zhong, Y.、Chau, P.(2014)。Informational and normative social influence in group-buying: Evidencefrom self-reported and EEG data。Journal of Management Information Systems,30(4),151-178。
10.
Rha, J. Y.、Widdows, R.(2002)。Theinternet and the consumer: Countervailing power revisited。Prometheus,20(2),107-118。
11.
Hsiao, L.、Chen, Y. J.(2012)。Returns policy and quality risk in E-business。Production and Operations Management,21(3),489-503。
12.
Yoo, S. H.(2014)。Product quality and return policy in a supply chain under risk aversion of a supplier。International Journal of Production Economics,154,146-155。
13.
Fang, Y.、Qureshi, I.、Sun, H.、McCole, P.、Ramsey, E.、Lim, K. H.(2014)。Trust, satisfaction, and online repurchase intention: The moderating role of perceived effectiveness of e-commerce institutional mechanisms。MIS Quarterly,38(2),407-427。
14.
San Martín, S.、Camarero, C.、San José, R.(2011)。Doesinvolvement matter in online shopping satisfaction and trust?。Psychology & Marketing,28(2),145-167。
15.
Wierenga, B.、Soethoudt, H.(2010)。Salespromotions and channel coordination。Academy of Marketing Science Journal,38(3),383-397。
16.
Yi, Y.、Yoo, J.(2011)。The long-term effects of sales promotions on brand attitude across monetary and non-monetary promotions。Psychology & Marketing,28(9),879-896。
17.
Wang, J.、Zhao, X.、Li, J.(2013)。Group buying: A strategic form of consumer collective。Journal of Retailing,89(3),338-351。
18.
Ramanathan, S.、Dhar, S. K.(2010)。The effect of sales promotions on the size and composition of the shopping basket: Regulatory compatibility from framing and temporal restrictions。Journal of Marketing Research,47(3),542-552。
19.
Faircloth, J. B.、Capella, L. M.、Alford, B. L.(2001)。The Effect of Brand Attitude and Brand Image on Brand Equity。Journal of Marketing Theory and Practice,9(1),61-75。
20.
Plummer, Joseph T.(1974)。The Concept and Application of Life Style Segmentation。Journal of Marketing,38(1),33-37。
21.
Anand, Krishnan S.、Aron, Ravi(2003)。Group buying on the Web: A comparison of price-discovery mechanisms。Management Science,49(11),1546-1562。
22.
Chen, Jian、Chen, Xi-long、Song, Xi-ping(2007)。Comparison of the group-buying auction and the fixed pricing mechanism。Decision Support Systems,43(2),445-459。
23.
Jing, Xiaoqing、Xie, Jinhong(2011)。Group Buying: A New Mechanism for Selling through Social Interactions。Management Science,57(8),1354-1372。
24.
Luo, Jifeng、Ba, Sulin、Zhang, Han(2012)。The effectiveness of online shopping characteristics and well-designed websites on satisfaction。MIS Quarterly,36(4),1131-1144。
25.
Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing,50(4),135-145。
26.
Gefen, David D.(2002)。Customer Loyalty in E-commerce。Journal of the Association for Information Systems,3(1),27-51。
27.
Mogilner, Cassie、Aaker, Jennifer L.、Pennington, Ginger L.(2008)。Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention。Journal of Consumer Research,34(5),670-681。
圖書
1.
Engel, J. F.、Fiorillo, H. F.(1982)。Market Segmentation: Concepts and Application。NY:Holt, Rinehart & Winston。
2.
Kalakota, R.、Robinson, M.(1999)。E-Business: Roadmap for Success。Reading, Mass.:Pearson Educational。
3.
Kalakota, Ravi、Whinston, Andrew B.(1996)。Frontiers of electronic commerce。Addison-Wesley Publishing Company。
4.
Yesil, M.(1997)。Creating the Virtual Store。New York:John Wiley & Sons。
其他
1.
(2014)。2013年國內團購成交額達到358.8億元,http://zixun.tuan800.com/a/tuangouxingyexinwen/20140113/49346.html, 2014/10/05。
2.
資策會(2014)。資策會中華民國電子商務年鑑,https://www.blogger.com/profile/08125282718252359211, 2014/10/05。
延伸查詢
3.
SmartM電子商務X網路行銷學校(2014)。2014年第一季台灣Top30購物網站造訪排行榜,http://www.smartm.com.tw/Article/313633cea3, 2014/10/05。
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