簡易檢索 / 詳目顯示

研究生: 羅富秝
論文名稱: Facebook粉絲人數與限量團購折價券資訊對知覺價值及團購意圖之影響
指導教授: 孫瑜華
學位類別: 碩士
Master
系所名稱: 運動休閒與餐旅管理研究所
Graduate Institute of Sport, Leisure and Hospitality Management
論文出版年: 2013
畢業學年度: 101
語文別: 中文
論文頁數: 109
中文關鍵詞: Facebook粉絲人數網路團購限購數量知覺價值購買意願
論文種類: 學術論文
相關次數: 點閱:262下載:2
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 近年來,隨著網路購物的便利性日益增加,使得一種新興的電子商務模式快速崛起,網路團購或稱為合購。
    網路團購的是藉由網路的力量,集結相同需求的消費者,以大量購買的方式來增加對企業的議價能力。除了網路團購之外,吸引眾多人關注的莫過於社群網站的興起,其中Facebook粉絲團,具有商業運用的潛力,使得許多企業開始透過建立粉絲團來做為行銷工具。故本研究透過結合粉絲團人數、限量團購折價券的行銷方式,及消費者自身的信任傾向是否會對購買意願產生影響,而知覺價值是否在其間扮演中介角色。
    本研究設計採用2 (Facebook粉絲團人數: 五千人、五萬人) x 2 (限量團購折價卷: 五百張、一千張) 的實驗矩陣,問卷依此分為4個版本,每一位受試對象會隨機分配到一個實驗組作為操弄。研究樣本為320位,透過my3q網路問卷在愛合購之家族網站內發放問卷,並使用SPSS 20.0 之統計套裝軟體作為資料分析工具。
    研究發現,粉絲團人數及限量團購折價券數量分別對購買意願有正向影響;粉絲團人數與限量團購折價券數量對購買意願具有交互效果;而知覺價值對購買意願有正向影響;知覺價值對粉絲團人數與購買意願具有完全中介效果;知覺價值對限量團購折價券數量與購買意願具有完全中介效果。最後,本研究透過了解消費者參與網路團購行為,提供企業未來社群行銷手法之參考。

    目 次 口試委員與所長簽字證書................................................................................... i 授權書................................................................................................................. ii 中文摘要............................................................................................................. iii 英文摘要............................................................................................................. iv 謝 誌.................................................................................................................. vi 目 次.................................................................................................................. vii 表 次.................................................................................................................. viii 圖 次.................................................................................................................. vi 第壹章 緒論..................................................................................... 1 第一節 研究背景與動機…………………………..................................... 1 第二節 研究目的……………………………………………………… 3 第三節 研究流程………………………………………………………... 3 第貳章 文獻探討………………………………………………......... 5 第一節 網路團購……..…………………………………………….… 5 第二節 虛擬社群……..…………………………………………….… 8 第三節 限量商品數量資訊……..………………………………………… 15 第四節 信任傾向……..…………………………………………….… 17 第五節 知覺價值……..…………………………………………….…. 19 第六節 購買意願……..…………………………………………….… 23 第參章 研究方法…………..………………………………………… 25 第一節 研究架構………………………………………………………… 25 第二節 研究假設………………………………………………………....... 26 第三節 研究變數之操作型定義…………………………………………... 28 第四節 研究對象與抽樣方法……………………………………………... 29 第五節 研究設計………………………………………………………....... 30 第六節 資料分析方法……………………………………………………… 35 第七節 預試結果與分析…………………………………………………... 38 第肆章 資料分析與研究結果…………..…………………………... 44 第一節 操弄檢驗分析……..…………………………………………….… 44 第二節 敘述性統計分析……..……………………………………………. 44 第三節 各量表之信度與效度分析……..…………………………………. 47 第四節 相關分析……..…………………………………………….……… 52 第五節 假設檢定……..…………………………………………….……… 55 第六節 研就假設檢定結果……..…………………………………………. 68 第伍章 結論與建議…………..……………………………………… 69 第一節 結論與討論………………………………………………………… 69 第二節 研究建議…………………………………………………………… 71 第三節 研究限制…………………………………………………………… 73 參考文獻 ....................................................................................... 74 附 錄 ....................................................................................... 90 附錄一 正式問卷…………………………………………………………... 94

    GO survey (2011)。漲聲響起,團購正夯。取自GO survey,網址 https://www.gosurvey.com.tw/gosurvey/consumerTrend.do?sn=130b113fe1d0000038e1
    行政院研究發展考核委員會 (2012)。數位落差調查統計報告。取自行政院研究發展考核委員會,網址http://www.rdec.gov.tw/ct.asp?xItem=4024389&ctNode=12062&mp=100
    何慧儀、簡敏如 (2011)。電子雜誌品牌知名度對知覺價值及購買意願之影響。中華印刷科技年報 (頁258-269)。台北縣:財團法人中華印刷科技學會。
    林杏子、王志嘉、吳盛 (2008)。從知覺利益、知覺風險與信任觀點探討網路合購行為。第十九屆國際資訊管理學術研討論。台南縣:國立暨南國際大學管理學院。
    吳淑敏、蔡俊男 (2013)。網路購物信任與知覺價值對顧客滿意度之影響-以大學生為例。中華管理評論國際學報,16 (1),1-21。
    邱皓政 (2010)。量化研究與統計分析。台北市:五南。
    岳翔雲 (2009)。對抗不景氣台灣網友愛上合購。看雜誌雙週刊,44,126-134。
    許士軍 (1987)。管理學。台北:東華書局。
    創市際市場研究顧問公司,台灣網站使用狀況,2011年03月28日公佈,取自創市際市場研究顧問公司,網址http://www.insightxplorer.com/news/news_09_23_11.html
    達摩媒體Blogger Ads (2011)。2011網路媽媽團購行為大調查。取自達摩媒體,網址http://www.bloggerads.net/AdsPortal/BlogIndustryNews。
    資策會產業情報研究所 (2011)。2011年團購快速成長,手機購物潛力商機。取自資策會,網址http://mic.iii.org.tw/aisp/pressroom/press01_pop.asp?sno=243&type1=2
    楊壁瑜 (2011)。台灣團購網站的現況與趨勢發展。取自財團法人商業發展研究院,網址http://ciis.cdri.org.tw/files/attachment/0B350362603789551975/
    董彥欣 (2010)。以TPB與社會資本觀點探討影響使用社群網站意圖之因素:以Facebook為例。國立中正大學,嘉義縣。
    鄭緯筌 (2012)。團購市場變天:GOMAJI超越GROUPON台灣,搶下第一名寶座。取自數位時代,網址http://www.bnext.com.tw/article/view/cid/0/id/23831
    劉鳳珍 (2005)。限量行銷6大殺手級法則「限量」是門好生意?。取自Cheers快樂工作人雜誌,網址http://www.cheers.com.tw/content/054/054098.asp
    魏文欽、蕭志耿 (2010)。心理風險, 產品知識, 知覺品質對消費者購買意願影響之實證研究-探討消費者涉入之干擾效果。中華理論結構模式LISREL學會,3 (2),31-56。
    鍾佩瑜 (2012)。網購餐券「總訂不到位」知名飯店挨批。取自TVBS,網址http://www.tvbs.com.tw/news/news_list.asp?no=jimmyliu220120416121024
    蕭至惠、洪筱婷、蔡進發 (2008)。旅遊網站品牌知名度與價格標示對線上套裝旅遊購買意願之影響。觀光休閒學報,14 (1),83-107。
    蕭至惠、高韻晴、蔡進發 (2009)。知覺品質與價格標示方式對消費者知覺價值與購買意願之影響-以線上旅遊產品爲例。戶外遊憩研究,22 (2),79-110。
    Abdul, R. A., & Hailes, S. (2000). Supporting trust in virtual communities. Proceedings of the 33rd Hawaii International Conference on System Sciences (p. 6007). Maui, Hawaii: IEEE Computer Society Press.
    Alexa (2012). The top 500 sites on the web. Retrieved from Alexa, Web site: http://www.alexa.com/topsites
    Anand, K. S., & Aron, R. (2003). Group buying on the web: A comparison of price-discovery mechanisms. Management Science, 49 (11), 1546-1562.
    Balasubramanian, S., Konana, P., & Menon, N. M. (2003). Customer satisfaction in virtual environments: a study of online investing. Management Science, 49 (7), 871-889.
    Baldwin, I. (2000). Mastering the incredible bulk. Kiplinger’s Personal Finance, 54, 126-128.
    Berger, J., & Heath, C. (2008). Who drives divergence? Identity signaling, outgroup dissimilarity, and the abandonment of cultural tastes. Journal of Personality and Social Psychology, 95 (3), 593-607.
    Brannon, L. A., & McCabe, A. E. (2001). Time-restricted sales appeals: The importance of offering real value. Cornell Hotel and Restaurant Administration Quarterly, 42 (4), 47-52.
    Brock, T. C. (1968). Implications of commodity theory for value change. In: A. G. Greewald, T. C. Brock, & T. M. Ostrom (Eds.) Psychological Foundations of Attitudes (pp. 243-275). New York: Academic Press.
    Cha, J. (2011). Exploring the internet as a unique shopping channel to sell both real and virtual items: A comparison of factors affecting purchase intention and consumer characteristics. Journal of Electronic Commerce Research, 12 (2), 115-132.
    Chang, E. C., & Tseng, Y. F. (2011). Research note: E-store image, perceived value and perceived risk. Journal of Business Research, 66 (7), 864-870.
    Chang, S.C., Liu, P.H. (2011). Using focus group to investigate why people use Facebook: the case of Taiwan. Proceedings of Technology Management in the Energy Smart World (PICMET).
    Checkfacebook (2013). Facebook statistics of taiwan. retrieved from checkfacebook, Web site: http://www.checkfacebook.com/
    Chen, H., Papazafeiropoulou, A., Chen, T. K., & Hsiu-Wen, L. (2012). Commercial exploitation of facebook: How companies adopt facebook as a marketing tool. Retrieved from ECIS 2012 Proceedings, Web Site: http://aisel.aisnet.org/ecis2012/7
    Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50 (3), 502-520.
    Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in E-Commerce: A Preliminary Investigation. Psychology and Marketing, 20 (4), 323-347.
    Chiang, I. P., & Hsieh, C. H. (2011). Exploring the impact of blog marketing on consumers. Social Behavior & Personality: An International Journal, 39 (9), 1245-1250.
    Cialdini, R. B. (1984). Influence: The new psychology of modern persuasion., New York: Quill.
    Cialdini, R. B. (1985). Influencee: science and practice. Glenview, IL: Scott, Foresman.
    Correa, T., Hinsley, A. W., & Zuniga H. G. (2010). Who interacts on the Web?: The intersection of users' personality and social media use. Computers in Human Behavior, 26 (2), 247-253.
    Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76 (2), 193-218.
    Dickson, P. R., & Sawyer, A. G. (1990). The price knowledge and search of supermarket shoppers. Journal of Marketing, 54 (3), 42-53.
    Dinev, T., Hu, Q., & Yayla, A. (2008). Is there an online advertisers’ dilemma? A study of click fraud in the pay-per-click model. International Journal of Electronic Commerce, 13 (2), 29-59.
    Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand and store information on buyers’ product evaluations. Journal of Marketing Research, 28 (1), 307-318.
    Dodge, J. (2000). Strength in numbers? A look at what group-buying sites have to offer consumers in search of computer gear. Inc, Tech 2000 (3), 135-136.
    Double Click Ad Planner (2011). The 1000 most-visited sites on the web. Retrieved from Double Click Ad Planner Web site: http://www.google.com/adplanner/static/top1000/
    Duhachek, A. (2005). Coping: A multidimensional hieracrchical framework of responses to stressful consumption episodes. Journal of Consumer Research, 32 (1), 41-53.
    Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising: The mediating role of perceptions of susceptibility. Journal of Advertising, 37 (3), 33-40.
    Ekelund, R., & Hébert, R. (1997), A history of economic theory and method (4th ed.). New York: McGraw-Hill.
    Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of facebook “Friends:” social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12 (4), 1143-1168.
    Emarketer (2010). Social network ad spending to approach $1.7 billion this year. Retrieved from eMarketer, Web site: http://www.emarketer.com/Article.aspx?R=1007869
    Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior. (8th ed.). New York: Dryden Press.
    Facebook (2012). Company info statistics. Retrieved from Facebook, Web site: http://newsroom.fb.com/CONTENT/DEFAULT.ASPX?NEWSAREAID=22
    Fieseler, C., Fleck, M., & Meckel, M. (2010). Corporate social responsibility in the blogosphere. Journal of Business Ethics, 91 (4), 599-614.
    Gale, B. T. (1994). Managing Customer Value. New York: The Free Press.
    Gefen, D. (2000). E-commerce: the role of familiarity and trust. International Journal of Management Science, 28 (6), 725-37.
    Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model. MIS Quarterly, 27 (1), 51-90.
    Gefen, D., & Straub, D. (2000). The relative importance of perceived ease of use in IS adoption: a study of e-commerce adoption. Journal of the Association for Information Systems, 1 (8), 1-28.
    Gierl, H., & Huettl, V. (2010). Are scarce products always more attractive? The interaction of different types of scarcity signals with products' suitability for conspicuous consumption. International Journal of Research in Marketing, 27 (3), 225-235.
    Gierl, H., Plantsch, M., & Schweidler, J. (2008). Scarcity effects on sales volume in retail. The International Review of Retail, Distribution and Consumer Research, 18 (1), 45-61
    Gill, H., Boies, K., Finegan, J. E., McNally, J. (2005). Antecedents of trust: establishing a boundary condition for the relation between propensity to trust and intention to trust. Journal of Business and Psychology, 19 (3), 287-302.
    Grewal, D., Monroe, K.B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62 (2), 46-59.
    Hampton, K., Goulet, L. S., & Marlow, C. (2012). Why most Facebook users get more than they give. Pew Internet & American Life Project.
    Hofstede, G. (1980). Motivation, leadership and organization: Do American theories apply abroad?. Organizational Dynamics, 9 (1), 42–63.
    Holbrook, M. B. (1994). The nature of customer value: an axiology of services in the consumption experience. In R. Rust & R. L. Oliver (Eds.), Service quality: New directions in theory and practice (pp. 21-27). Newbury Park , CA: Sage.
    Howard, J. A. (1994). Consumer behavior: Application of theory. New York: McGraw-Hill.
    Jang, H., Olfman, L., Ko, I., Koh, J., & Kim, K. (2008). The influence of On-line brand community characteristics on community commitment and brand loyalty. International Journal of Electronic Commerce, 12 (3), 57-80.
    Jevons, W. S. (1957). The theory of political economy (5th ed.). New York: Sentry Press.
    Jung, J. M., & Kellaris, J. J. (2004). Cross-national differences in proneness to scarcity effects: The moderating roles of familiarity, uncertainty avoidance, and need for cognitive closure. Psychology and Marketing, 21 (9), 739-753.
    Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39 (1), 31-36.
    Kane, G. C., Fichman, R. G., & Gallaugher, J. (2009). Community Relations 2.0. Harvard Business Review, 87, 45–50.
    Kang, Y. S., & Lee, H. (2010). Understanding the role of an IT artifact in online service continuance: An extended perspective of user satisfaction. Computers in Human Behavior, 26 (3), 353-364.
    Kauffman, R. J., Lai, H., & Ho, C. T. (2010). Incentive mechanisms, fairness and participation in online group-buying auctions. Electronic Commerce Research and Applications, 9 (3), 249-262.
    Kauffman, R. J., & Wang, B. (2002). Bid together, buy together: On the efficacy of Group-Buying business model in Internet-Based selling, Handbook of electronic commerce in business and society, P. B. Lowry, J. O. Cherrington and R. R. Watson (eds.). FL: CRC Press, Baca Raton.
    Kelly, K. (2008). 1,000 True fans. Retrieved from The Technium, Web site: http://kk.org/thetechnium/archives/2008/03/1000_true_fans.php
    Kim, H. W., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: A customer valueperspective. Information & Management, 48 (6), 228-234.
    Kini, A., & Choobineh, J. (1998). Trust in electronic commerce: definition and theoretical considerations. Proceedings of the Thirty-First Annual Hawaii International Conference on System Sciences (pp. 51-61). Los Alamitos, California: IEEE Computer Society Press.
    Klein, B., & Leffler, K. B. (1981). The role of market forces in assuring contractual performance. Journal of political Economy, 89 (4), 615-641.
    Kotler, P. (2000). Marketing management: Analysis, planning, implementation and control. (8th ed.). Englewood Cliffs, NJ: Prentice Hall.
    Kotler, P., & Armstrong, G. (2010). Principles of marketing. (13th ed.). London: Prentice Hall.
    Koufaris, M., & Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information & Management, 41 (3), 377-397.
    Krauter, S. G., & Kaluscha, E. A. (2003). Empirical research in on-line trust: a review and critical assessment. International Journal of Human-Computer Studies, 58 (6), 783-812.
    Ku, H. H., Kuo, C. C., & Kuo, T. W. (2012). The Effect of Scarcity on the Purchase Intentions of Prevention and Promotion Motivated Consumers. Psychology & Marketing, 29 (8), 541-548.
    Kwon, H. H., Trail, G., & James, J. D. (2007). The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel. Journal of Sport Management, 21 (4), 540-554.
    Kwon, O., & Wen, Y. (2010). An empirical study of the factors affecting social network service use. Computers in Human Behavior, 26 (2), 254-263.
    Lee, M. K. O., & Turban, E. (2001). A trust model for consumer Internet shopping. International Journal of Electronic Commerce, 6 (1), 75–91.
    Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence. Journal of Advertising, (31) 3, 43-57.
    Liao, S., Chu, P., Chen, Y., & Chang, C. C. (2012). Mining customer knowledge for exploring online group buying behavior. Expert Systems with Applications, 39 (3), 3708-3716.
    Liebermann, Y., & Flint-Goor, A. (1996). Message strategy by product-class type: A matching model. International Journal of Research in Marketing, 13 (3), 237-249.
    Liu, H., Wang, W., Liu, D., Wang, H., & Du, N. (2012). Happy Go: a field trial of local group buying. Proceedings of the ACM 2012 conference on Computer Supported Cooperative Work (pp. 505-508). New York, USA : Association Computer Machinery.
    Lynn, M., (1991). Scarcity effects on value: A quantitative review of the commodity theory literature. Psychology and Marketing, 8 (1), 43-57.
    Lo, A., Wu, J., & Law, R. (2012). A study of hospitality and travel-related deals on Hong Kong group-buying websites. Information and Communication Technologies in Tourism 2012 Proceedings of the International Conference (pp.379-390). Helsingborg, Sweden: Springer Vienna.
    Malin, B. J. (2011). A very popular blog: The internet and the possibilities of publicity. New Media & Society, 13, 187-202.
    Mason, R. S. (1998). The economics of conspicuous consumption. Cheltenham: Edward Elgar Publishing Ltd.
    Matsuo, T. (2009). A reassuring mechanism design for traders in electronic group buying. Applied Artificial Intelligence, 23, 1-15.
    Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20 (3), 709–734.
    McKnight, D.H., & Chervany, N.L. (2001). What trust means in e-commerce customer relationships: an interdisciplinary conceptual typology. International Journal of Electronic Commerce, 6 (2), 35-59.
    McKnight, D. H., & Choudhury, V. (2002). Developing and validating trust measures for e-commerce: An Integrative Typology. Information Systems Research, 13 (3), 344-359
    Mcknight, D. H., Cummings, L. L., & Cheryany, N. L. (1998). Initial trust formation in new organizational relationships. Academy of Management Review, 23 (3), 473-490.
    Moore, D. J., & Olshavsky, R. W. (1989). Brand choice and deep price discounts. Psychology & Marketing, 6 (3), 181-196.
    Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which" intenders" actually buy?” Journal of Marketing Research, 29 (4), 391-405.
    Neff, J. (2010). Can one bad tweet taint your brand forever? Retrieved from Advert Age, Web site: http://adage.com/article/digital/bad-tweet-taint-brand-forever/142205/
    Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory (3rd ed.). New York: McGrawHill.
    Page Data. (2013). Top pages by likes. Retrieved from Page Data, Web site: http://www.pagedatapro.com/pages/
    Patterson, A. (2012). Social-networkers of the world, unite and take over: A meta-introspective perspective on the facebook brand. Journal of Business Research, 65 (4), 527-534.
    Pempek, T. A., Yermolayeva, Y. A., & Calvert, S. L. (2009). College students' social networking experiences on facebook. Journal of Applied Developmental Psychology, 30 (3), 227-238.
    Petrick, J. F. (2002). Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of Leisure Research, 34 (2), 119-134.
    Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78 (4), 105-13.
    Rezabakhsh B., Bornemann D., Hansen U., & Schrader U. (2006). Consumer power: A comparison of the old economy and the internet economy, Journal of Consumer Policy, 29 (1), 3-36.
    Rheingold, H. (1994). The virtual community: finding connection in a computerized world. London: Secker and Warburg.
    Ridings, C.M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. Journal of Strategic Information Systems, 11 (3), 271-95.
    Romm, C., & Clarke, R. (1995). A preliminary draft for a comprehensive model. Proceedings of the sixth Australasian Conference on Information Systems (pp. 57-70). Darlinghurst, Australia: Australian Computer Society, Inc.
    Rosetta (2009). 59% of Retailers now using Facebook. Retrieved from Rosetta, Web site: http://www.rosetta.com/pdf/FacebookStudy.pdf
    Saloner, G., & Shepard, A. (1995). Adoption of technologies with network effects: An empirical examination of the adoption of automated teller machines. RAND Journal of Economic Psychology, 26 (3), 479-501.
    Sawyer, A. G., & Dickson, P. H. (1984). Psychological perspectives on consumer response to sales promotion. In K. Jocz (Ed.), Research on Sales Promotion: Collected Papers (pp. 1-21). Cambridge, MA: Marketing Science Institute.
    Shang, R. A., Chen, Y. C., & Liao, H. J. (2006). The value of participation in virtual consumer communities on brand loyalty. Internet Research, 16 (4), 398-418.
    Shen, Y., Chi, C., & Chen, J. (2007). A new perspective on the effects of price promotions in taiwan: a longitudinal study of a chinese society. International Journal of Consumer Studies, 31 (4), 385-390.
    Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22 (2), 159-170.
    Sicilia, M. & Palazón, M. (2008). Brand communities on the internet: A case study of Coca-Cola’s Spanish virtual community. Corporate Communications: An International Journal, 13 (3). 255-270
    Sirgy, J. (1993). The psychology of unavailability: Explaining scarcity and cost effects on value. Journal of Marketing Research, 30 (3), 395-398.
    Smith, A. (1976). An inquiry into the nature and causes of the wealth of nations, Oxford: Oxford University Press.
    Stock, A., & Balachander, S. (2005). The marketing of a “hot product”: A signaling explanation of marketers’ scarcity strategy. Management Science, 51 (8), 1181-1192.
    Sysomos Inc (2009). Inside facebook pages. Retrieved from Sysomos, Web site: http://www.sysomos.com/insidefacebook/
    Sweeney, J.C., & Soutar, G. (2001). Customer perceived value: the development of multiple item scale. Journal of Retailing, 71 (2), 203-220.
    Turkle, S. (1995). Life on the Screen : Identity in the Age of Internet. New York: Simon & Schuster.
    Van der Heijden, H., & Verhagen, T. (2003). Understanding online purchase intentions: contributions from technology and trust perspectives. European Journal of Information Systems, 12, 41-48.
    Whitener, E. M., Brodt, S. E., Korsgaard, M. A., & Werner, J. M. (1998). Mangers as initiators of trust:An exchange relationship framework for understanding managerial trustworthy behavior. Academy of Management Review, 23 (3), 513-530.
    Wikidedia (2012). Facebook. Retrieved from Wikidedia, Web site: http://zh.wikipedia.org/wiki/Facebook
    Woodall, T. (2003). Conceptualising value for the customer: An attributional, structural and dispositional analysis. Academy of Marketing Science Review, 12, 1-42.
    Woodruff, R. B., & Gardial, S. F. (1996). Know your customer: new approaches to understanding customer value and satisfaction. Cambridge, Mass: Blackwell Publishers.
    Wu, J. J., Chen, Y. H., & Chung, Y. S. (2010). Trust factors influencing virtual community members: a study of transaction communities. Journal of Business Research, 63 (9/10), 1025-32.
    Wu, W. Y., Lu, H. Y., Wu, Y.Y., & Fu. C. S. (2012). The effects of product scarcity and consumers' need for uniqueness on purchase intention. International Journal of Consumer Studies, 36 (3), 263-274.
    Yamamoto, J., & Sycara, K. (2001). A stable and efficient buyer coalition formation scheme for e-Marketplaces. Proceedings of 5th international conference on Autonomous Agents (pp. 576-583). Montreal, Quebec, Canada : Association Computer Machinery.
    Yang, C., & Brown, B. B. (2013). Motives for using facebook, patterns of facebook activities, and late adolescents' social adjustment to college. Journal of Youth and Adolescence, 42 (3), 403-416.
    Yuan, S. T., & Lin, Y. H. (2004). Credit based group negotiation for aggregate sell/buy in e-Markets. Electronic Commerce Research and Applications, 3 (1), 74-94.
    Zeithaml, V. A. (1988). Consumer perception of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52 (3), 2-22.

    下載圖示
    QR CODE