創新線上拍賣模式使用意願影響因素之分析-以殺價王網站為例

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/25367

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/25367

Title:	創新線上拍賣模式使用意願影響因素之分析-以殺價王網站為例 The analysis of factors which influence the willingness to use in innovative online auction based on website:Saja.com.tw case studying
Authors:	郭宜欣 Kuo, Yi-Hsin
Contributors:	企業實務管理數位學習碩士在職專班
Keywords:	殺價式拍賣線上拍賣科技接受模式投機主義認知易用性認知享樂性使用意願殺價王 Bargaining Auction Online Auction TAM opportunism perceived ease of use perceived enjoyment willingness to use Saja
Date:	2012-12
Issue Date:	2013-10-01 13:31:29 (UTC+8)
Abstract:	網際網路與行動裝置盛行的時代，消費者已越來越能體會到線上購物與網路拍賣所帶來的便利與機會。近來在競爭激烈的電子商務網站中，異軍突起了一個名為「殺價王」的網站，與一般線上拍賣相反的是，殺價王採用創新、顛覆傳統觀念的「殺價式拍賣」以「出價最低且唯一者」得標的規則，並輔以提供「同業間之最新商品、競標落敗者之競標金額可抵購物中心的購物金」與「得標者感言影片」等方式奠定其競爭優勢。本研究目的在於根據殺價王網站之特色，以科技接受模式（TAM）為理論基礎，選擇以認知易用性、認知享樂性、網路消費者投機主義與殺價王網站使用意願等構念來分析殺價王網站會員。驗證哪些因素會影響網路消費者對創新的殺價式拍賣產生偏好，以及研究模式的解釋力。本研究透過網路問卷調查，回收正式有效問卷共300份，研究結果如下：一、認知易用性對於網站的使用意願有顯著且正向的影響。二、認知享樂性對於網站的使用意願有非常顯著且正向的影響。三、網路消費者投機主義對於網站使用意願有顯著且正向的影響。四、網路消費者投機主義對於認知享樂性有顯著且正向的影響。 Through internet connection and mobile devices, consumers could enjoy more conveniences from online retailing and bidding. A new website named “Saja.com.tw” has become quite famous in the realm. Instead of the principle that let the highest bidder win, Saja.com.tw applies a brand new set of rules like providing the latest merchandise, letting the only and the lowest bidder win and bidders who didn’t win the bidding could exchange their bidding fee into e-currency which can be used to buy anything from their virtual shopping center. Saja.com.tw even presents multiple video clips from all the bidding winners with their trophies in order to be more attractive and persuasive. The thesis is based on Saja.com.tw’s characteristics and utilizes the Technology Acceptance Model (TAM), through different concepts like perceived ease of use, perceived enjoy-ment, opportunism and use intention of Saja.com.tw to analyze its members, find out which factors cause the online consumers to favor this kind of bidding. After receiving and analyzing 300 copies of questionnaires, the result showed that the perceived ease of use and opportunism are both obvious and positive influences on the willingness to use the website and the perceived enjoyment is even more appealing than the former influences. We also found out that consumers’ opportunism is an obvi-ous and positive influence on perceived enjoyment.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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