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題名：消費者線上轉售行為與購買意願之研究--心理帳戶觀點之應用
書刊名：中小企業發展季刊
作者：朱訓麒
作者(外文)：Chu, Hsun-chi
出版日期：2009
卷期：14
頁次：頁111-141
主題關鍵詞：消費者網路轉售；心理帳戶；二手市場；C2C電子商務；Consumer resale；Online auction；Mental accounting
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(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:5
  • 點閱點閱:33
過去的行銷研究將廠商行為與消費者的行為清楚切割並區分為行銷學與消費者行 為學兩個學科，但對於今日全球眾多的消費者透過C2C 電子商務同時扮演消費者與 零售商的行為，在理論上卻沒有適當的描述與解釋。本研究旨為探討在計畫性轉售情 況下，對於某欲購的新物品具有轉售知覺的消費者其購買行為是否改變以及如何改 變。 本研究以心理帳戶觀點來檢視關於消費者購買與轉售的行為。實驗探討消費者是 否因為知覺欲購「新品」轉售的可能性以及在不同轉售參考售價下，增加了購買此新 商品的意願以及心理運作的過程，並且測試消費者之轉售經驗與被轉售商品之實用或 享樂屬性對新品購買意願的干擾效果。結果發現轉售知覺與轉售參考價格會透過轉售 心理帳戶價值與知覺付出金額來影響消費者對新品的購買意願，而消費者的轉售經驗 會干擾此時購買意願的變化。
Studies of consumer behavior with regard to selling goals, knowledge, and skills differ tremendously from those of the traditional consumer buying and consumption behavior. Why and how consumers learn to be resellers is an interesting issue in C2C e-commerce research. Unfortunately, the behavior of consumer online resale has not been studied indepth. In the present study, we examine the change of purchase intention toward a desired new product when buyers form an intention to resell the product upon purchasing it from a Mental Accounting perspective. Through experiments under different resale context, the study found buyers’ purchase intention of a new product can be influenced by a resale intention of this new product and the same possessed used goods through the perceived value of resale mental account and perceived payment amount. Further, the study found resellers’ resale experience and characteristics of resold items can moderate the effect.
期刊論文
1.Heath, Chip、Fennema, Martin G.(1996)。Mental Depreciation and Marginal Decision Making。Organizational Behavior and Human Decision Processes，68(2)，95-108。  new window
2.Kivetz, R.(1999)。Advances in research on mental accounting and reason-based choice。Marketing Letters，10(3)，249-266。  new window
3.Paden, N.、Stell, R.(2005)。Consumer Product Redistribution: Disposition Decisions and Channel Options。Journal of Marketing Channels，12(3)，105-123。  new window
4.Purohit, D.(1992)。Exploring the Relationship between the Markets for New and Used Durable Goods: The Case of Automobiles。Marketing Science，11(2)，154-167。  new window
5.Mitchell, A.、Dacin, P. A.(199612)。The Assessment of Alternative Measures of Consumer Expertise。Journal of Consumer Research，2，219-239。  new window
6.Okada, E. M.(200103)。Trade-ins, Mental Accounting, and Product Replacement Decisions。Journal of Consumer Research，27(4)，433-446。  new window
7.Purohit, D.(1995)。Playing the Role of Buyer and Seller: The Mental Accounting of Trade-ins。Marketing Letters，6(2)，101-110。  new window
8.Chu, H.、Liao, S.(2007)。Exploring the motivations of consumer resale behavior in C2C e-commerce。International Journal of Business and Management，2(5)，178-185。  new window
9.Shafir, E.、Thaler, R. H.(2006)。Invest Now, Drink Later, Spend Never: On the Mental Accounting of Delayed Consumption。Journal of Economic Psychology，27(5)，694-712。  new window
10.Chu, H.(2007)。Exploring consumer resale behavior in C2C online auctions: Taxonomy and influence on consumer decisions。Academy of Marketing Science Review，11(3)，1-25。  new window
11.Jagpal, S.、Zhao, H.(2006)。The Effect of Secondhand Markets on the Firm's Dynamic Pricing and New Product Introduction。International Journal of Research in Marketing，23，295-307。  new window
12.O'Curry, S.、Strahilevitz, M.(2001)。Probability and Mode of Acquisition Effects on Choices between Hedonic and Utilitarian Options。Marketing Letters，12(1)，37-49。  new window
13.Suter, T. A.、Hardesty, D. M.(2005)。Maximizing Earnings and Price Fairness Perceptions in Online Consumer-to-consumer Auctions。Journal of Retailing，81(4)，307-317。  new window
14.Weber, M.、Camerer, C. F.(1998)。The disposition effect in securities trading: An experimental analysis。Journal of Economic Behavior and Organization，33(2)，167-184。  new window
15.Park, C. W.、Lessig, V. P.(1981)。Familiarity and Its Impact on Consumer Decision Biases and Heuristics。Journal of Consumer Research，8(2)，223-231。  new window
16.Dickson, R. P.、Sawyer, A. G.(1990)。Price Knowledge and Search of Supermarket Shoppers。Journal of Marketing，54(3)，42-53。  new window
17.Biswas, Abhijit、Blair, Edward A.(1991)。Contextual Effects of Reference Prices in Retail Advertisements。Journal of Marketing，55(3)，1-12。  new window
18.Baron, R. M.、Kenny, D. A.(198612)。The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations。Journal of Personality and Social Psychology，51(6)，1173-1182。  new window
19.Shafir, E.、Simonson, I.、Tversky, A.(1993)。Reason-based choice。Cognition，49(1/2)，11-36。  new window
20.Thaler, Richard H.、Shefrin, Hersh M.(1981)。An economic theory of self-control。Journal of Political Economy，89(2)，392-406。  new window
21.Bettman, James R.、Park, C. Whan(1980)。Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis。Journal of Consumer Research，7(3)，234-248。  new window
22.Odean, Terrance(1998)。Are Investors Reluctant to Realize Their Losses?。The Journal of Finance，53(5)，1775-1798。  new window
23.Thaler, Richard H.(1985)。Mental Accounting and Consumer Choice。Marketing Science，4(3)，199-214。  new window
24.Prelec, Drazen、Loewenstein, George(1998)。The Red and the Black: Mental Accounting of Savings and Debt。Marketing Science，17(1)，4-28。  new window
25.Tversky, Amos、Kahneman, Daniel(1981)。The Framing of Decisions and the Psychology of Choice。Science，211(4481)，453-458。  new window
26.Thaler, Richard H.(1999)。Mental Accounting Matters。Journal of Behavioral Decision Makings，12(3)，183-206。  new window
27.Strahilevitz, Michal A.、Myers, John G.(1998)。Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell。Journal of Consumer Research，24(4)，434-446。  new window
28.朱訓麒、廖淑伶(20080400)。消費者網路轉售行為之概念、分類與模型之研究。管理評論，27(2)，71-91。new window  延伸查詢new window
29.Heath, Chip、Soll, Jack B.(1996)。Mental budgeting and consumer decisions。Journal of Consumer Research，23(1)，40-52。  new window
30.Hodge, S. K.、Mason, C. H.(1995)。Work Versus Windfall: an Exploration of Saving on Subsequent Purchase。Marketing Letters，6，91-100。  new window
31.Lastovicka, J.、Fernandez, K. V.(2005)。Three Paths to Disposition: The Movement of Meaningful Possessions to Strangers。Journal of Consumer Research，31，813-823。  new window
32.Ha, H. H.、Hyun, J. S.、Pae, J. H.(2006)。Consumers' Mental Accounting in Response to Unexpected Price Savings at the Point of Sale。Marketing Intelligence & Planning，24，406-416。  new window
33.Shefrin, H. M.、Statman, M.(1987)。The Disposition to Sell Winners Too Early and Ride Losers Too Long。Journal of Finance，40，777-790。  new window
34.Rassuli, K. M.、Harrell, G. D.(1990)。A New Perspective on Choice。Advances in Consumer Research，15，734-744。  new window
會議論文
1.鄭聖時、賴譽哲(2003)。保固期限對二手市場產品交易之影響--以手機為例。  延伸查詢new window
學位論文
1.王璿穎(2004)。漲價理由對知覺價格公平性與品牌評價之影響(碩士論文)。國立臺灣大學。  延伸查詢new window
2.張詩宇(2003)。訂價方式、贈予機會、心理帳面價值及最適刺激水準對產品替換購買意願之影響。國立臺灣大學。  延伸查詢new window
3.黃玉凰(2007)。逆事實思考預防功能之研究：由記憶狀態與心靈污染觀點探討之。元智大學。new window  延伸查詢new window
圖書
1.Nissanoff, D.(2006)。Future Shop: How the New Auction Culture Will Revolutionize the Way We Buy, Sell, and Get the Things We Really Want。New York, NY：The Penguin Press。  new window
2.Mowen, John C.(1995)。Consumer Behavior。Englewood Cliffs, New Jersey：Prentice-Hall, Inc.。  new window
3.Kotler, Philip J.(1991)。Marketing Management: analysis, Planning, Implementation and Control。Prentice-Hall。  new window
其他
1.何英煒(2006)。工商時報，http://www.cyberone.com.tw/ItemDetailPage/SearchResult/05SearchResultContent.asp?Keyword=%B0%D3%BE%F7500%BB%F5andMMContentNoID=28413。  new window
 
 
 
 
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