消費者知覺網路拍賣者心靈契約違背對消費者網路再購意圖之影響

The Effect of Buyer Perceived Seller Psychological Contract Violation on Online Auctions Repurchase Intention

郭芷吟(Chih-Yin Kuo)

指導教授 ： 陳怡昌

崑山科技大學/商業管理學院/企業管理研究所/碩士(2010年)

摘要

近年來網路普及與網路拍賣低營運成本、低進入障礙的特性，使得網路拍賣市場蓬勃地發展。但是在帶來無限商機的同時也帶來了巨大的挑戰，他們不僅獲得新顧客更因難；而且成本更高。根據實際統計顯示，消費者不一定會向同一位賣方反覆購買。因此，網路拍賣賣方不得不關心如何讓保留原有的消費者，進而獲取持續競爭優勢
本研究引用組織行為學中的心靈契約違背理論，探討買方知覺賣方心靈契約違背對其網路再購意圖的影響；並以買方對網路拍賣態度以及買方對賣方信任的與否，來探討買方知覺賣方心靈契約違背對再購意圖的影響，並試圖探究態度及信任對兩者關係的中介作用。
本研究以台灣地區具有網拍再購經驗的買方為研究對象，採便利抽樣法蒐集初級資料，利用網路填答問卷，共蒐集到有效問卷480份，以結構方程模式（SEM）進行資料分析。研究結果發現如下：（1）態度和信任對再購意圖具有顯著的正向影響；（2）心靈契約違背對信任具有顯著的負向影響；（3）信任在心靈契約違背與再購意圖影響之間具有完全中介效果；而態度在心靈契約違背與再購意圖之間的影響，則須先經由心靈契約違背影響信任，接著信任再影響態度，最後才會對心靈契約違背與再購意圖之間產生部分中介效果。最後研究者依據實證結果提出管理建議及後續研究建議。

關鍵字

心靈契約違背 ； 網路拍賣 ； 再購意圖 ； 態度 ； 信任

並列摘要

Recent years, popularization of the Internet and characteristics of low Operating Costs cost, low entry barriers, there has been more and more Internet users jump into online auction. Online auction rapid development brings a lot of opportunities. Meanwhile, it causes fierce competitions and huge challenges. It is not only more difficult for the seller to seek buyers, but more costly. According to statistic data, a consumer would not shop repeatedly at the same seller. To enhance the buyers repurchase intention is important, which is they key competitive advantage. So how to enhance the buyers’ repurchase intention becomes the urgent and useful.
This study introduces psychological contract from organizational behavior to e-tailing, explores the impact of the psychological contract violation on buyer’ repurchase intentions. From the perspective of seller, how to decrease buyers’ perceived psychological contract violation would be very important if psychological contract violation can really affect repurchasing intention. This study in connection with online auction characteristic, meanwhile take attitude and trust into account to explain the aforementioned questions in the research model. To explain impact of buyer perception of seller psychological contract violation on online auctions repurchase intention. And explore the mediation effect of attitude and trust on psychological contract violation and repurchase intention.
In this study, data were collected through online questionnaires and then analyzed using Structure Equation Model. The following is result：(1) Psychological contract violation has directly obvious negative impact on trust; (2) Trust and attitude have a directly obvious positive impact on repurchase intentions; (3) Trust has only the full mediation effect on relationship between psychological contract violation and repurchase intention. However, attitude has only the partial mediation effect on relationship between psychological contract violation, trust, repurchase intention. Finally, suggestions for management and recommendations for future research are presented.

並列關鍵字

psychological contract violation ； online auction ； repurchase intention ； attitude ； trust

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