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 |
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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。
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