YAHOO奇摩拍賣網站再購意願研究

CCUR > College of Journalism and Mass Communications > Department of Journalism & Graduate Institute of Journalism > thesis > Item 987654321/29993

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题名:	YAHOO奇摩拍賣網站再購意願研究 A Study on repurchase intentions of Yahoo Kimo Auction Site
作者:	李忠翰 Lee, Chung-Han
贡献者:	新聞學系
关键词:	Yahoo奇摩拍賣網站再購意願整合行銷傳播 Yahoo Kimo Auction Site repurchase intentions Integrated Marketing Communications
日期:	2015-06
上传时间:	2015-07-30 10:21:16 (UTC+8)
摘要:	本研究旨在探討1.不同人口變項、網路購物習慣對Yahoo奇摩拍賣網站再購意願之差異2.影響消費者對Yahoo奇摩拍賣網站再購意願的再購意願因素3.不同人口變項、網路購物習慣、再購意願因素對Yahoo奇摩拍賣網站再購意願之影響力4.提升Yahoo奇摩拍賣網站再購意願之整合行銷傳播模式。本研究選擇中國文化大學新聞暨傳播學院、商學院日間部一至四年級的大學生為研究對象，共發出592份問卷，回收有效問卷436份，有效問卷回收率為73.6%。採用T檢定、單因子變異數分析、因素分析、迴歸分析檢定研究假說，其獲致的結論如下 : (1)不同年級對Yahoo奇摩拍賣網站再購意願具有顯著差異，年級越高，再購意願越低；(2)影響消費者對Yahoo奇摩拍賣網站再購意願的再購意願因素分為網站的滿意度、網站的信任度；(3)網站的滿意度、網站的信任度是影響Yahoo奇摩拍賣網站再購意願的主要二大因素，其中，又以網站的滿意度最具有影響力；(4)企業應選擇適切地行銷工具，將資源與計劃整合，並且確實地執行，擬定出整合行銷傳播策略，提升消費者對Yahoo奇摩拍賣網站再購意願之網站的滿意度、網站的信任度，維持顧客忠誠度，最終的行銷目標即是能夠達到消費者的再購意願。 The purpose of this study is to explore (1) the various population variables and website purchase habits that influence consumers’ repurchase intentions on the Yahoo Kimo Auction Site, (2) the factors that influence consumers’ repurchase intentions on the Yahoo Kimo Auction Site, (3) the various population variables, website purchase habits, and repurchase factors that influence repurchase intentions on the Yahoo Kimo Auction Site, and (4) enhancing repurchase intentions on the Yahoo Kimo Auction Site through an Integrated Marketing Communications Model. Regular students from the College of Journalism and College of Business Administration of Chinese Culture University were selected as target groups. A total of 592 questionnaires were issued and 436 valid questionnaires were received for an effective response rate of 73.6 percent. T test, one-way ANOVA, factor analysis and regression analysis for hypotheses tests were applied as the statistical procedures. The study achieved the following conclusions: (1) there are significant differences in repurchase intentions of Yahoo Kimo Auction Site between different year grades; the higher the grade, the lower the repurchase intentions; (2) the main factors that influence the consumers’ repurchase intentions on the Yahoo Kimo Auction Site are satisfaction with the website and trust in the website; (3) where satisfaction with the website and trust in the website are the two main factors influencing repurchase intentions on the Yahoo Kimo Auction Site, the satisfaction factor the website is the more influential one; and (4) enterprises should choose appropriate marketing tools to integrate resources and programs, and propose and execute an Integrated Marketing Communications Strategy to enhance the satisfaction and trust of consumers, and to maintain customer loyalty, with the ultimate goal of increasing consumers’ repurchase intentions.
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