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Student Number 87423024
Author Zhen-Yu You(游正宇)
Author's Email Address No Public.
Statistics This thesis had been viewed 2671 times. Download 1467 times.
Department Information Management
Year 1999
Semester 2
Degree Master
Type of Document Master's Thesis
Language zh-TW.Big5 Chinese
Title 資訊展現主體與顯要屬性對線上購買意願之影響
Date of Defense 2000-06-26
Page Count 98
Keyword
  • attribute salience
  • display format
  • on-line shop
  • purchase likelihood
  • Abstract none
    Table of Content 第一章 緒論1
    第一節研究背景2
    第二節研究動機4
    第三節研究目的5
    第四節研究範圍5
    第五節研究流程6
    第二章 文獻探討9
    第一節資訊展現主體9
    第二節產品線索11
    第三節顯要屬性21
    第三章研究方法與研究假說24
    第一節研究方法的選擇24
    第二節研究架構25
    第三節研究假說26
    第四節研究變數之定義與操作化30
    第五節研究實驗設計33
    第六節實驗流程37
    第四章資料分析42
    第一節資料分析方法42
    第二節統計假說44
    第三節問卷信度分析45
    第四節資訊展現主體對購買意願的影響46
    第五節不同資訊展現主體對購買意願影響的差異52
    第六節顯要屬性對購買意願的影響55
    第七節顯要屬性對資訊展現主體與購買意願的調節效果58
    第五章研究結論與建議63
    第一節實證結果63
    第二節研究結論66
    第三節對實務的建議68
    第四節研究貢獻70
    第五節研究限制72
    第六節後續研究建議73
    參考文獻75
    附錄一前測設計附錄1-1
    附錄二實驗說明文件附錄2-1
    附錄三實驗環境與系統附錄3-1
    附錄四實驗問卷附錄4-1
    Reference 【中文部份】
    1. 天下雜誌,民國88年12月。
    2. 王志剛、謝文雀,消費者行為,華泰書局,1995年。
    3. 王勝彥(民87),產品多重線索對認知品質及願意支付價格之影響─消費者知識的調和效果。
    4. 吳勝良,店頭廣告的媒體觀,突破雜誌 167期,1999年六月,頁38。
    4. 吳勝良,店頭廣告的媒體觀,突破雜誌 167期,1999年六月,頁38。
    6. 洪茵茵(民83),消費者對產品與服務之原產地效應研究,國立中央大學資訊管理研究所未出版碩士論文。

    7. 陳姿伶(民87),資訊策略對網路行銷廣告效果之影響─WWW購物網站之實驗室研究,國立中央大學資訊管理研究所未出版碩士論文。

    【英文部份】
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    【英文部份】
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    Advisor
  • Shau-Mei Li(李小梅)
  • Files
  • 87423024.pdf
  • approve immediately
    Date of Submission 2000-06-26

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