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系統識別號 U0002-1507201310192200
中文論文名稱 以信任與知覺風險探討高涉入二手市場之研究
英文論文名稱 A Study of Secondhand Market for High Involvement Product based on trust and perceived Risk.
校院名稱 淡江大學
系所名稱(中) 管理科學學系企業經營碩士在職專班
系所名稱(英) Executive Master’s Program of Business Administration(EMBA) in Management Sciences
學年度 101
學期 2
出版年 102
研究生中文姓名 簡秀蘭
研究生英文姓名 Hsiu-Lan Chien
學號 700620189
學位類別 碩士
語文別 中文
口試日期 2013-06-28
論文頁數 94頁
口試委員 指導教授-李培齊
委員-張力
委員-陳水蓮
中文關鍵字 信任  知覺風險  高涉入  二手市場 
英文關鍵字 Trust  Perceived Risk  High Involvement  Second-hand Market 
學科別分類
中文摘要 隨著環保意識的抬頭及歐盟法令WEEE之規範,加上現今生產技術的進步,使得耐久財產品的生命週期越來越長,二手市場的發展也愈發篷勃,世界各國紛紛開始注重產品回收與再生之問題。
本研究主要探討對象為高涉入二手產品,嘗試達成下列研究目的:一、探討消費者對高涉入二手商品購買的態度與消費者心理因素之影響。二、探討環保意識對消費者購買高涉入二手商品是否有相關性。三、探討高涉入二手市場中,品牌與購買意願間之相關性。四、探討高涉入二手市場中,知覺風險與購買意願間之相關性。
針對306份有效問卷進行分析,實驗包含的自變數有五項,分別為儉約、環保意識、消費者企業社會責任認同度、產品的品牌評價、產品的知覺品質、產品的知覺風險,進行其主要效果和應變數-消費者購買意願間之關係。研究結果除了環保意識之外,其餘變數皆與消費者意願有顯著相關。
英文摘要 With the rise of environmental awareness, the applications of EU WEEE regulations, and the advancement of technology, the life cycles of durable commodities is lengthened. Hence, second-hand markets are getting popular. With this popularity, the concepts of product recycling and renewable energy havegained much attention internationally.
This study aims to investigate and explore 1) the correlation between consumers’ attitude toward high involvement second-hand products and consumers’ psychological characteristics, 2) the correlation between consumers’ environmental awareness and consumers’ purchase intention for second-hand products, 3) the correlation between brands and consumers’ purchase intention in second-hand products market, and 4) the correlation between perceived risks and consumers’ purchase intention for high involvement second-hand products.
There are 309 questionnaires distributed and 306 collected for further analysis. The response rate is 99%. There are six independent variables for the statistical analysis: 1) thrifty, 2) environmental awareness, 3) consumers’ recognition to enterprise’s social responsibilities, 4) consumers’ perception to the brands, 5) consumers’ awareness of product quality, and 6) consumers’ perceived risks to the products. The relationship between the main effect and dependent variable, consumers’ purchase intention, is examined.Results show that all the independent variables other than environmental awareness exhibited statistically significant relationship with purchase intention.
論文目次 謝 辭 I
中文摘要 II
英文摘要 III
圖目錄 VIII
表目錄 IX
第一章 緒論 1
1.1 研究背景與動機 1
1.1.1 二手市場的崛起:循環再消費 1
1.1.2 消費模式:高涉入/低涉入產品購買情境 5
1.2 研究問題 6
1.3 研究目的 8
1.4 研究範圍 9
1.5 研究流程 9
第二章 文獻探討 10
2.1 二手市場概況 10
2.2 儉約(價格敏感度) 13
2.3 環保意識與綠色消費 14
2.4 消費者企業社會責任(CSR)認同度 16
2.5 產品的品牌評價 17
2.6 產品的知覺品質 19
2.7 產品的知覺風險 22
2.8 購買意願 26
2.8.1 購買意願的定義 26
2.8.2 企業社會責任對購買意願的影響 26
2.8.3 認知與購買意願之關係 27
2.9 研究假設 28
第三章 研究方法 31
3.1 研究架構 31
3.2 研究範圍與對象 32
3.3 研究變數的操弄及衡量方法 33
3.3.1 消費者儉約程度 33
3.3.2 消費者的環保意識 33
3.3.3 消費者企業社會責任認同度 34
3.3.4 產品的品牌評價 35
3.3.5 產品的知覺品質 36
3.3.6 產品的知覺風險 37
3.3.7 購買意願 38
3.4 研究設計 40
3.4.1 問卷設計 40
3.4.2 預試分析 41
3.4.3 問卷發放與回收 41
3.5 資料分析方法 42
第四章 研究結果與分析 43
4.1 基本資料統計分析 43
4.2 假設驗證 45
第五章 結論與建議 49
5.1 研究結果與發現 49
5.2 研究限制 56
5.3 後續研究之建議 56
參考文獻 60
中文部份 60
英文部份 63
參考網址 78
附件一:前測問卷 79
附件二:信度 84
附件三:正式問卷 91
圖目錄
圖 2-1 知覺品質在消費者決策過程中之角色 22
圖 3 1本研究架構圖 31 
表目錄
表 3-1 問卷信度值 41
表 4-1有效樣本人口基本資料分析 44
表 4-2 敘述統計 45
表 4-3相關性 46
表 4-4 顯著性分析 47
表 4-5 共線性統計量 47
表 4-6 自變數與應變數之關係 48
表 5-1 本研究之假設驗證結果彙總 49
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