消費者網路計畫性轉售前行為之研究:心理帳戶觀點之應用

A Study of Consumer Resellers’ Pre-resale Behavior for Online Planned Resale from a Mental Accounting Perspective

李姿瑩(Tzu-Ying Lee)

指導教授 ： 廖淑伶

元智大學/管理學院/國際企業學系/碩士(2009年)

摘要

C2C 線上拍賣對於消費者的日常生活有廣泛的影響及重要之貢獻，消費者享受線上拍賣所帶來的好處和便利性。線上拍賣的參與者一直不斷的在進化中，他們一方面不僅扮演著買家，同時也扮演著賣家的角色。這群消費者不只單純的購買商品，還計畫性的將購買所獲得之商品放在網路上轉售，並且搖身一變成為賣家，而這群消費者也是過去文獻較少著墨的。本研究由轉售知識、心理帳戶和快樂編輯效果變數下探討消費者賣家對於商品網路售價值之評估(第一部份實驗)，和期望報酬水準之影響(第三部份實驗)。第二部份實驗則測試付款機制之干擾效果，並發現付款機制會影響計畫性轉售賣家的購買意願。第三部份實驗更進一步探討稟賦效果如何干擾計畫性轉售賣家的期望報酬水準。綜觀上述結果，本研究發現，心理帳戶觀點會影響消費者賣家計畫性之購買前及轉售前行為。

關鍵字

C2C ； 網路拍賣 ； 網路轉售 ； 轉售知識心理帳戶 ； 快樂編輯 ； 付款機制

並列摘要

C2C online auctions with the powerful influence have irrespective of great contributions to people’s lives, consumers enjoy the benefit and convenience online auctions have brought. Participants in online auctions have been evolving where they behave as buyers simultaneously as sellers. Aforementioned consumers not only buy products but also start to plan to resell products on the Internet; in this research they are so called “consumer resellers”. This phenomena is crucial for marketers but has rarely been addressed in the literature. We investigated the value assessment before purchasing (study 1) and resellers’ desired profit (study 3) from resale knowledge, mental accounts, and hedonic editing. Study 2 found that payment mechanisms facilitate resellers’ willingness to make resale-oriented purchase. Study 3 illustrated how endowment effect exercises influence on resellers’ desired profit. Finally, the results of 3 studies suggest that mental accounting process affects consumer resellers’ planned procurement and pre-resale decisions. As a consequence, this study contributes theoretically and practically, and comes up with directions for future research.

並列關鍵字

C2C ； Online Auctions ； Online Resale ； Resale Knowledge ； Mental Account ； Hedonic Editing ； Payment Decoupling ； Endowment Effect

參考文獻

Chu, H. & Liao, S. (2007a).Conceptualization of Consumer Online Resale Behavior Model”, Business Journal for Entrepreneurs, (4), 15-43.

Lam, S.Y. (2001).The Effects of Store Environment on Shopping Behaviors: a Critical Review. Advances in Consumer Research, 28 (2), 190-7.

朱訓麒 (民97)。消費者線上轉售行為與購買意願之研究:心理帳戶觀點之應用。元智大學管理研究所博士論文。

English Reference

Alba, J.W. & Hutchinson, W.J. (1987). Dimensions of Consumer Expertise. Journal of Consumer Research, 13 (March), 411-454.