網路商品特性對人氣效應之影響

The Study for E-Products Characteristics on Popularity Effect

林幸儀(Shing-Yi Lin)

指導教授 ： 簡德金

國立虎尾科技大學/管理學院/資訊管理研究所/碩士(2010年)

摘要

儘管，網路商品(e-products)行銷，已被實務界與學界所重視。許多學者也因此提出各種促銷方案，卻因缺乏對商品特性的了解，致使商品無法獲得多數顧客的青睞。為此，本研究建立「網路商品特性結構模型」，以說明特性中之人氣效應、暢銷效應、商品概念與商品效用等四構面之間的相關性。藉此，以提供實務界行銷決策人員，相關之參考依據。
本研究將透過(1)文獻回顧，掌握關於人氣效應之四大構面、網路商品之九項特性；(2)採用問卷調查模式，以收集消費者對網路商品的認知；(3)使用結構方程模式(Structural Equation Modeling, SEM)對研究模型進行測量模型(measurement model)、結構模型(structure model)的驗證，驗證成果良好契合門檻；(4)使用單因子變異檢驗個人基本資料對人氣的影響。
依據結果顯示，(1)商品概念中，顧客較重視的商品特性為資訊、外觀、品牌；(2)商品效用中，顧客較重視的商品特性為品質及價格；(3)另外，在假說檢定方面暢銷效應、商品概念、商品效用，均會對人氣效應產生顯著影響。影響人氣效應最強的為商品概念，若想同時提升人氣效應、暢銷效應，可針對商品效用進行改善。

關鍵字

人氣效應 ； 網路行銷 ； 網路商品特性 ； 結構方程模式

並列摘要

Although the e-products marketing has been received wide publicity in academics and practitioners domain. Many scholars have proposed a variety of promotional programs. However, most products cannot acquire the favor of customer due to lacking the understanding of product characteristics. Therefore, this study establishes “the structure model of e-product characteristics” to explain the correlation under four dimensions of popularity effect, best-selling effect, product concept and product effectiveness. Further, the results of this study could provide the reference to the related decision makers.
This study is to investigate that: (a) the effects of popularity on the four dimensions and nine characteristics of e-product by literature review, (b) questionnaire survey is used to collect consumers’ cognition for e-products, (c) the Structural Equation Modeling is used to verify measurement model and structure model. The results of verification pass the threshold, and (d) using one-way ANOVA to examine the effects of personal information on popularity.
According to the results show that: (a) customers have more emphasis on the character of the information, appearance and brand for the concept of product, (b) customers have more emphasis on the character of the quality and price for the effect of product and (c) additionally, popularity effect have a significant effect on the best-selling effect, product concept, and product effectiveness.

並列關鍵字

Popularity Effect ； Internet marketing ； Product Characteristics ； Structural Equation Modeling

參考文獻

一、英文部份

[1]Aaker, D. A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.

[2]Aaker, D. A. (1996), “Measuring Brand Equity across Product and Markets,” California Management Review, 38(3), pp. 102-120.

[3]Aaker, D., and Norris, D. (1982), “Characteristics of TV Commercials Perceived as Informative,” Journal of Advertising Research, 22(2), pp. 61-70.

[4]Ajzen, I., and Fishbein, M. (1980), Understanding Attitudes and Predicting Social Behavior. New Jersey: Prentice-Hall.