- 學位論文
影響B2B平台採購者採購意願的主要因素-以T公司平台為例
Main Factors Affecting B2B Platform Purchasers’ Purchase Intention -A Case of T Company Platform as an Example
摘要
本研究主要探討影響B2B平台採購者採購意願的主要因素，並以T公司平台作為研究對象。本研究參考了相關文獻，設計了問卷以收集資料，並採用統計分析方法來驗證假說。透過量化研究的方式，客觀地分析採購者對T平台的知覺價值和採購意願之間的關係，進一步探討不同人口統計變項對消費者行為的影響。 在人口統計變項對知覺價值和採購意願的影響部分，婚姻以及教育程度對採購意願有顯著差異。知覺價值對採購意願有正向影響。這些結論對於企業在B2B平台上制定營銷策略和提升消費者購買意願具有一定的參考價值。根據以上結論，本研究提出以下四點建議： 一、加強採購者在知覺價值認同度程較低的部分。 二、加強採購者在採購意願認同程度較低的部分。 三、針對單身採購者的採購者加強推廣。 四、提升採購者對平台的知覺價值，進而增加其採購意願。。 本研究對於了解B2B平台消費者行為和提升平台營運效能有所助益。然而，進一步的研究可以考慮加入質性研究方法，以深入了解消費者背後的動機和行為模式。
並列摘要
The main focus of this study is to explore the key factors influencing the purchasing intention of purchasers on B2B platforms, using T Company’s platform as the research subject. By referencing relevant literature, a questionnaire was designed to collect data, and statistical analysis methods were used to test the hypotheses. Through quantitative research, the study objectively analyzes the relationship between purchasers’ perceived value of the T platform and their purchasing intentions, further exploring the impact of different demographic variables on consumer behavior. In terms of the impact of demographic variables on perceived value and purchasing intention, significant differences were found in purchasing intention based on marital status and education level. Perceived value has a positive impact on purchasing intention. These conclusions provide reference value for companies in formulating marketing strategies and enhancing consumer purchasing intention on B2B platforms. Based on these conclusions, this study proposes the following four recommendations: 1.Strengthen the aspects where purchasers have lower perceived value recognition. 2.Enhance the aspects where purchasers have lower purchasing intention recognition. 3.Increase promotion targeted at single purchasers. 4.Enhance purchasers’ perceived value of the platform to further increase their purchasing intention. This study is beneficial for understanding consumer behavior on B2B platforms and improving platform operational efficiency. However, further research could consider incorporating qualitative research methods to gain deeper insights into the motivations and behavior patterns behind consumer actions.