以DEMATEL分析法探討消費者網路轉售前因之關鍵指標

Exploring Decisive Factors Affecting Consumer Online Resale: Using DEMATEL Approach

嚴文位(Wen-Wei Yen)

《全球管理與經濟》 9卷2期 (2013/12) Pp. 1-19

https://doi.org/10.6565/JGME.2013.9(2).1

摘要

隨著科技的進步，諸多消費者可隨時透過消費者對消費者（customer-to-customer or C2C）之電子商務（e-commerce）模式（如：網路拍賣）來轉售物品，這種同時扮演買家與賣家的消費者，已不再是過去零售商眼中典型的最終消費者，可能轉變成其競爭對手（轉售同類、同型或同款的商品）（Gopal, Pathak, Tripathi and Yin 2006），尤其在網路轉售非常盛行，例如，傳統消費者購買、使用和擁有某項產品是為了增進自己的利益（benefit）和滿足需求，其思考模式與行為有別於購買某項商品時當下就考慮到未來不用或是買入時就決定（計畫）將來或特定時點就會轉售出去，並且預期未來可因轉售而獲利（金錢利益或成本回收）的需求滿足。因此，影響消費者物品處置（disposition）決定的因素也就非常重要，本研究以朱訓麒、廖淑伶（2008）所提出的消費者網路轉售前因：產品因素、個人因素和情境因素，透過DEMATEL分析法，深入探索其決策準則之間的因果關係為何？以及這些準則的關鍵準則為何？結果顯示，有關構面分析結果發現，消費者進行網路轉售的前因「B個人因素」最為關鍵，「B2領先消費」最為關鍵準則；故顯示費者進行網路轉售的前因「B個人因素」為主要影響其他因素之重要構面，「A產品因素」和「C情境因素」則是被其他因素所影響的重要構面，「A2新功能或款式」、「B1轉售經驗」、「B2領先消費」、「C1非預期事件」為主要影響其他準則之重要準則，「A1通路價差」和「A3退換貨難易」則是被其他準則所影響的重要準則。此結果提供對零售商以及消費者建議。

關鍵字

消費者轉售 ； 舊品處置

並列摘要

With the advances in technology, many consumers may resell the goods at any time by the consumer to consumer (customer-to-the customer or C2C) in electronic commerce (e-commerce) mode (such as: online auction). Acting as both buyers and sellers, they are no longer typical ultimate consumers in retailers' mind as consumers have been being the retailer's competitors (reselling the similar or same type or paragraph products)(Gopal, Pathak, Tripathi and Yin 2006). Especially, online resale is very popular. For example, the traditional consumer buys, uses and possesses a product in order to promote his/ her own interests (the benefit) and to meet his/ her demands. His/ her thinking and behavior is different from moment considering reselling out in the future when buying a particular commodity which is useless or regretful. He/ she expects to acquire profits profit (money, benefits, or cost recovery) from online resale. Therefore, the decision factors that affect the disposal of consumer goods (disposition) are also very important for those who would like to resell goods. This study proposed consumer online resale factors: product factor, personal factor and situational factor based on the study of Chu and Liao (2008). This study also explores the causal relationship among dimensions/ criteria and the key dimension/criterion from dimensions/ criteria using a Decision Making Trial and Evaluation Laboratory (DEMATEL) approach is proposed. The findings suggest that (B)personal factor for dimension and (B2)leading consumption for criterion play a key role respectively; (B)personal factor may affect other factors and (A)product factor and (C)contingency factor may be affected by (B)personal factor. (B1)resale experience, (B2)leading consumption, and unexpected event may affect other criteria, and (A1) price for different channel and (A3)return difficulty or not may be affected by other criteria. Some implications are addressed accordingly.

並列關鍵字

Consumer resale ； Deposition ； Decision Making Trial and Evaluation Laboratory (DEMATEL)