網路拍賣再購意願與忠誠度決定性因素之實證研究

由於電腦科技的進步以及傳輸速度的增快，致近年來網路購物、網路拍賣盛行。本研究欲探討影響消費者網路拍賣再購意願及忠誠度的決定性因素。本研究參考多位學者之相關論文研究文獻，整理出「知覺品質」、「價格及促銷」、「網路的互動性」、「網路賣家評價」四構面，欲探討其對於「再購意願及忠誠度」是否有決定性影響。本研究利用問卷調查的形式，研究母體為有網路拍賣經驗的社會大眾為對象。收集的336份有效問卷經過統計分析，獲得以下結論：一、消費者認為當產品是可靠並具有獨特性的，將使他們有再次購買的意願；二、價格因素對於再購意願及忠誠度無顯著影響，這說明了價格及促銷並非是影響消費者再購商品的決定性因素；三、安全性與資訊充足性對於消費者而言是非常重要的；四、賣方評價顯著影響再購意願及忠誠度中的「推薦其他人」。最後，本文也提出後續的研究建議。

關鍵字

知覺品質；價格促銷；網路互動性；賣方評價；忠誠度

並列摘要

Because the computer science and technology progress as well as the transmission speed increase, the network shopping and online auction to be in vogue in recent years Therefore, this research intends to discuss the effects of ”Perceived quality”, ”Price and promotion”, ”Online Interaction”, ”Sellers' rating” and ”Intention of repurchase and loyalty”.This research combines the relative articles of online auction, the periodical and the magazines. It derives the framework of this research and the hypotheses. Then we adopt the questionnaires to collect the related information data, these samples are all accessed from the population has online auction experiences. The total effective questionnaires are 336, we obtained several conclusions from statistical analysis: 1. When customers feel products from online auction are reliable and unique, they will repurchase. 2. The price factor has no remarkable influence on repurchase and loyalty, this result explains price and promotion are not the determining factor of repurchase. 3. Security and information abundance are very important to customers. 4. Sellers' rating affects the repurchase and recommending others to internet auction of loyalty. Finally, this research also proposes following research suggestions.