應用議價策略於群體採購協商模式之研究

Applying Bargaining Strategies in the Negotiation Model for Online Group-Buying

江千鈺(Chien-Yu Chiang)

指導教授 ： 詹智強

朝陽科技大學/理工學院/工業工程與管理系/碩士(2009年)

摘要

近幾年因為經濟的不景氣，所以網路群體採購模式受到大家的重視，消費者可以透過網路號召相同需求的同好向廠商集體購買，利用「以量制價」的方式發揮「團結力量大」的談判力壓低購買價格。本研究利用Liang and Doong(2000)提出的遞增、遞減、平均三種議價策略為基礎，延伸為應用於群體採購模式中的群體採購議價策略，探討不同群體採購議價策略，是否會對使用者的滿意度、成交率有所影響。
另外，過去研究發現議價功能能有效提升消費者的購買意願，因此，本研究加入議價功能，而為了推論出貼近消費者的讓步價格，本研究運用模糊理論(Fuzzy Set Theory)模擬人類思考模式進行讓步價格的推論。結果發現：遞減議價策略在購買數量較少的情況下成交率較高，而遞增議價策略在購買數量較多的情況下成交率較高，且是最受使用者滿意的群體採購議價策略，另外對於本研究提出之群體採購協商模式使用者是可接受的，並願意再次使用。

關鍵字

議價策略 ； 群體採購 ； 顧客認知價值 ； 模糊理論

並列摘要

In recent years, because of the economic downturn, the online model is paid to draw attention in the area of procurement, consumers can purchase by calling the same demand buyer through the internet, with the bigger volume to increase bargaining power of the purchase price. Liang and Doong (2000) proposed three bargaining strategies the increase, decrease, and neutral. This research is based on extension of the group buying model for the application of group buying bargaining strategy. Beside this study discuss different group buying bargaining strategies, whether they have an impact on the user turnover rates and satisfaction.
In addition, previous researches found the function of the bargaining can promote consumers to purchase. Therefore, this research includes the concept of the bargaining. In order to make the price of concessions to close the consumers, it is use by fuzzy set theory to simulate model of human for think. The results also are showed that: the decreasing bargaining strategy came higher successful transaction in the low purchase quantity situations, but increases bargaining strategy of the rate of transaction is successful in higher purchase quantity situations, and it is the most satisfying strategy for customer. Moreover, the negotiation model proposed by this study for online group-buying can be accepted by customers, and they’d like to use it again.

並列關鍵字

Online Group-Buying ； Fuzzy Set Theory ； Bargaining Strategies ； Customer''s Perceived Values

參考文獻

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