博碩士論文 etd-0908104-014647 詳細資訊


[回到前頁查詢結果 | 重新搜尋]

姓名 許梅鈺(Mei-yu Hsu) 電子郵件信箱 m9146601@student.nsysu.edu.tw
畢業系所 傳播管理研究所(Communications Management)
畢業學位 碩士(Master) 畢業時期 92學年第2學期
論文名稱(中) SARS對台灣消費性電子商務的影響
論文名稱(英) The Effect of SARS on Electronic Commerce in Taiwan
檔案
  • etd-0908104-014647.pdf
  • 本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。
    請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
    論文使用權限

    電子論文:校內校外完全公開

    論文語文/頁數 中文/99
    統計 本論文已被瀏覽 5403 次,被下載 4983 次
    摘要(中) 2003年4月台灣爆發SARS(Severe Acute Respiratory Syndrome)疫情,也就是嚴重呼吸道症候群,SARS是一種人類從未知曉病毒,具傳染性,藉由便利的交通一路從中國大陸傳染至香港、台灣、新加坡、加拿大…等國家,使得每個人開始減少出入公共場所,出門戴上口罩,台灣近年來第一次發生實體商店、百貨公司、電影院等生意下滑,公眾活動紛紛取消,面對外在實體環境重大的改變,加上台灣網路環境成熟,人們似乎更加願意使用網路購物,以避免外出購物的機會。
    本研究為了了解SARS對於台灣消費性電子商務的影響,利用網路問卷調查,了解SARS期間相對於一般時,網路使用者網路行為的情形,包括上網時間、網路購物產品種類以及購物意願等。發現SARS對網路購物有正面的影響,上網時間與網路購物次數比平常增加,上網購物意願也明顯增加。
    另外,本研究以Maslow需求理論為架構,包括生理需求、安全需求、愛與歸屬的需求、尊重的需求、自我實現需求、認知與理解的需求、審美的需求以及根據Maslow理論所衍生出的娛樂需求,根據上述的需求種類調查一般人在SARS期間各種需求的增減程度,以及產品能夠滿足需求的程度,發展出需求滿足(需求適配度1)以及產品限制(需求適配度2)模式,以此推估消費者願意利用網路購物意願,並與資策會針對產業的調查加以比對發現結果相符。
    摘要(英) SARS(Severe Acute Respiratory Syndrome)which caused a serious epidemic situation in Taiwan was a never known virus last year. People were fear of going out, and avoided entering to the public place, like theater, department store, bus…etc. in case to be infected with SARS. Under the completed network infrastructure and the changing environment, people seemed to intend shopping on line more than ever
    To know the effect of SARS on electronic commerce of Taiwan, we tried to investigate the online behavior of users, such as the spending time on surfing, the products by online shopping, and the intention of online shopping. We found that SARS had a positive effect on electronic commerce.
    Besides, this research uses Maslow’s need theory for the research framework, including the physiological needs, the safety needs, the belongingness and love needs, the esteem needs, the self actualization needs, the desires to know and to understand, the aesthetic needs and the entertainments needs which were derived form the need theory. Basing on the above needs, we investigated what kind of needs would be increasing and what kind of needs would be not during SARS. Moreover we also investigated the degree that products could satisfy the eight needs. Combined with the result of survey, we develop a fitting model to forecast the intention of online shopping and also fit with the result of MIC survey.
    關鍵字(中)
  • 消費性電子商務
  • 網路購物
  • 嚴重呼吸道症候群
  • 馬斯洛需求理論
  • 關鍵字(英)
  • SARS
  • Maslow
  • Theory of Motivation
  • online shopping
  • electronic commerce
  • 論文目次 致謝詞……………………………………………………………………………….Ⅰ
    摘要………………………………………………………………………………….Ⅱ
    ABSTRACT……………………………………………………………………….Ⅲ
    內容目錄……………………………………………………………………………..Ⅳ
    圖表目錄…………………………………………………………………………….Ⅵ
    第一章 緒論 1
    第一節 研究背景與動機 1
    第二節 研究目的 5
    第三節 研究流程 6
    第四節 論文結構 7
    第二章 文獻探討 8
    第一節 消費性電子商務 8
    第二節 電子商務虛擬通路與購物 12
    第三節 電子商務產品特性 16
    第四節 動機需求與消費者關係 18
    第五節 MASLOW需求理論 22
    第三章 研究架構與方法 29
    第一節 研究架構 29
    第二節 研究假說 30
    第三節 研究變數與操作型定義 30
    第四節 問卷設計 33
    第五節 問卷調查與資料收集 38
    第六節 資料分析方法 41
    第四章 資料分析 43
    第一節 樣本人口結構分析 43
    第二節 平時與SARS期間網路行為分析 44
    第三節 SARS特性 49
    第四節 產品滿足需求的程度 51
    第五節 SARS影響需求程度分析 54
    第六節 SARS與產品適配度及購物意願 55
    第七節 產品特性對消費性電子商務的影響 69
    第五章 結論與建議 71
    第一節 研究發現與結論 71
    第二節 研究貢獻 72
    第三節 研究限制 74
    第四節 後續研究建議 75
    附錄一 問卷 83
    參考文獻 中文文獻
    Fowler, J.F.著(1993)。調查研究方法(Survey Research Method)(王昭正&朱瑞淵譯)。台北:弘智。
    余千智(1999)。電子商務總論。台北:智勝文化。
    吳靜宜 (民89)。購買過程中運用網際網路與實體商店之比較研究。未出版碩士論文,國立成功大學,台南市。
    林仁宗 (民90)。實體通路與虛擬通路競合關係與發展契機之研究—以網路購物市場發展為例。未出版碩士論文,國立台灣大學,台北市。
    林建煌(2002)。消費者行為。台北:智勝。
    邱皓政(民91)。量化研究與統計分析:SPSS中文視窗版資料分析範例解析。台北市:五南。
    徐達光(2003)。消費者心理學:消費者行為的科學研究。台北:東華。
    財團法人資訊工業策進會(2002)。2002年電子商務年鑑。台北市:經濟部。
    馬斯洛 (Maslow A. H.)著 (1991)。動機與人格 (Motivation and Personality)(結構群編譯)。台北市:結構群。(原作1954)
    張春興((1989))。張氏心理學辭典。台北市:東華書局。
    郭靜晃 (2002)。心理學概論。台北:揚智文化。
    經濟部商業司 (民86)。電子商務答客問。經濟部商業司。
    葛樹人 ((1987))。心理測驗學。台北:桂冠。
    英文文獻
    Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., & Wood S. (1997). Interactive Home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of Marketing, 64, 38-53.
    Alderfer, C. P. (1972). Existence, Relatedness, and Growth. New York: Free Press.
    Belk, R.W. (1974). An exploratory assessment of situational effects in buyer behavior. Journal of Marketing Research, 6, 156-163.
    Belk, R.W. (1975). Situational variables and consumer behavior. Journal of Consumer Research, 2(3), 157-164.
    Bellenger, D.N. & Korgaonkar, P.K. (1980) Profiling the recreational shopper. Journal of Retailing, 56, 77-92.
    Bellenger, D.N., & Korgaonkar, P.K. (1980). Profiling the recreational shopper. Journal of Retailing, 56, 77-92.
    Burt S. & Sparks L. (2003) E-commerce and the retail process:a review. Journal of Retailing and Consumer Services, 10, 275-286.
    Charles, S. Harry, B., & Thomas, A. (2002). The dynamics of click-and-mortar electronic commerce: opportunities and management strategies. International Journal of Electronic Commerce, 7 (1), 93-119.
    Darden, W. R. & Lusch, R. F., eds. (1983). Patronage Behavior and Retail Management. Amsterdam: North-Holland.
    Darden, W.R. & Ashton, D. (1975). Psychographic profiles of patronage preference Groups. Journal of Retailing, 50, 99-112.
    De Figueiredo, J.M. (2000). Finding sustainable profitability in electronic commerce. Sloan Management Review, 41(4), 41-52.
    Dykema, E.B. (2000, September). Online retail’s ripple effect. Forrester Report,.Retrieved March 21, 2004 from the World Wide Web: http://www.forrester.com/ER/Research/Report/0,1338,10723,00.html.
    Ford, M.E. (1992). Motivating Humans: Goals, Emotions And Personal Agency Beliefs. Newbury Park: SAGE.
    Garicano, L. & Kaplzn, S.N. (2001). Beyond the hype: Marking B2B electronic commerce profitable. Capital Ideas, 2(4). Retrieved September 30, 2003 from the World Wide Web: http://www-gsb.uchicago.edu/news/capideas/win01/b2b.html
    Gehrt, K. & Shim, S. (1998). A shopping orientation segmentation of French consumers: implications for catalog marketing. Journal of Interactive Marketing, 12, 34-46.
    Gillette, P. L. (1970). A profile of urban in-home shopper. Journal of Marketing, 34, 40-45.
    Goble, F. (1971). The Third Force: The Psychology of Abraham Maslow. New York: Washington Square Press.
    Hoffman, K.L. and Novak, T.P. (1996). Marketing in the Hypermedia computer-mediated environments: conceptual foundations. Journal of Marketing, 60(3), 50-68.
    Kalakota, R. & Whinstion, A.B. (1996). Frontiers of Electronic Commerce. Addison-Wesley Publishing, Reading, MA.
    Kiani, G. R. (1998). Marketing opportunities in the digital world. Internet Research, 8, 185-195.
    Kotler, P. & Armstrong, G. (1997). Marketing : An Introduction. London :Prentice Hall.
    Kotler, P. (1991). Marketing Management—Analysis, Planning, Implementation, and control, 7th ed., Englewood Cliffs, New Jersey:Prentice-Hall
    Koufaris M. (2002). Applying the technology Acceptance Mosdel and Flow Theory to Online Consumer Behavior. Information Sysytems Research, 13(2), 205-223.
    Krantz, M. (1998). Click till you drop. Time, 20 (July), 34-41.
    Krugman, H. (1965). The impact of television in advertising: learning withort involvement. Public Opinion Quarterly, 30, 349-56.
    Laudon, K. C. & Traver, C. G.. (2002). E-commerce: Business, technology, society. Boston : Addison Wesley.
    Malone, T., Yates, J., & Benjamin, R. (1987). Electronic markets and electronic hierarchies. Communications of.the ACM, 6, 485-497
    Mardesich, J. (1999). The web is no shopper’s paradise, Tortune, 140(9), 188-198.
    Maslow, A.H. (1954). Motivation and Personality. New York: Harper & Brothers.
    Maslow, A.H. (1970). Motivation and personality(2nd ed). New York: Harper & Row.
    McGuire, W. (1974). Psychological motives and communication gratification. In:Blumler JF, Katz J, editors. The uses of mass communications: current perspectives on gratification research. Beverly Hills (CA): Sage, P. 106-67.
    Michalak, D.F. (1973). Motivation Feedback Opinionnaire. In the 1973 Annual Handbook for Group Facilitators, J. William Pfeiffer and John E. Jones (eds), San Diego: University Associates.
    Nunnally, J. C. (1978). Psychometric Theory (2nd ed). New York: Mcgraw-Hill.
    Palmer, J. W.. (1997). Electronic commerce in retailing: differences across retail formats. The Information Society, 13, 75-91.
    Pelton, L., Dutton, D, & Lumpkin, J. (1997). Marketing Channels. Chicago: Rechard W. Irwin.
    Peterson, R. A., Balasubramanian, S. and Bronnenberg, B. J. (1997). Exploring the implications of the internet for consumer marketing. Journal of the Academy of Marketing Science, 25(4), 329-46.
    Rohm, A. J. & Swaminathan V. (2004). A typology of online shoppers based on shopping motivations. Journal of business research, 57, 748-757.
    Rolf, T. (1997). Electronic Commerce: Definition, Theory, and Context. The Information Society, 13, 1-19.
    Rosen, K.T. and Howard, A.L. (2002). E-retail: gold rush or fool’s gold?. California Management Review, 42(3), 72-100
    Rothschild, M. & Gaidis, W. (1981). Behavioral learning theory: its relevance to marketing and promotions. Journal of Marketing, 45(2), 70-78
    Sarkar, M.B., Butler, B., & Steinfield C. (1996). Intermediaries and cybermediaries: a continuing role for mediating players in the electronic marketplace. Journal of Comput-Mediat Communication . Available at: http://jcmc.huji.ac.il/vol1/issue3.
    Schloerb, D.W. (1995). A quantitative measure of telepresence. Presence, 4(1), 64-80.
    Schonlau, M., Fricker, R.D., & Elliott, M.N. (2002). Conducting Research Surveys via E-Mail and the Web. Santa Monica: Rand.
    Seeley, E. (1992). Human needs and consumer economics: the implications of maslow’s motivation for consumer expenditure patterns. Journal of Socio-Economics, 21(4), 303-324.
    Shankar, V., Rangaswamy, A., & Pusateri, M. (1999). Customer price sensitivity and the online medium. Working paper.
    Sheth, J. N. (1983). An integrative theory of patronage preference and behavior. In Patronage Behavior and Retail Management. W. R. Darden & R. F. Lusch, 9-28. Amsterdam: North-Holland.
    Stephenson, P.R., Willett, R.P. (1969). Analysis of consumers’ retail patronage strategies. In: McDonald PR, editor. Marketing involvement in society and the economy. Chicago (IL): American Marketing Association, P.316-22.
    Stone, G.P. (1954). City shoppers and urban identification: observation on the social psychology of city life. American Journal of Sociology. 60, 36-45.
    Strader, T. J., & Shaw, M. J. (1997). Characteristics of electronic markets. Decision Support Systems, 21, 185-198.
    Swaminathan V, Lepkowska-White E, Rao BP. (1995). Browsers or buyers in cyberspace? An investigation of factors influencing likelihood of electronic exchange. Journal of Comput-Mediat Communication.
    Tauber, E.M. (1972). Why do people shop?. Journal of Marking, 36, 46-9.
    Venkatraman, M. & Maclnnis, D. (1985). The epistemic and sensory exploratory behaviours of hedonic and cognitive consumers. in Hirschman, E. & Holbrook, M. (eds). Advances in Consumer Research.
    Victoria S.E. (2003, June 16). U.S. SARS cases still rare, but worries are more common. American Medical News.
    Viuayasarathy L. R. (2002). Product characteristics and internet shopping intentions. Electronic Networking Applications and Policy, 12(5), 411-426.
    Westbrook, R.A. & Black, W.C. (1985). A motivation–based shopper typology. Journal of Retailing, 61, 78-103
    Westbrook, R.A.& Black, W.C. (1985). A motivation-based shopper typology. Journal of Retailing, 61, 78-103.
    William, E. G.; Hillel J. E. (1976). Motivation Theory and Job Design. The Journal of Business, 47(3), 358-373.
    Williams, R.H., Painter J.J., & Nicholas H.R. (1978). A policy-oriented typology of grocery shoppers. Journal of Retailing, 54, 27-43.
    網路資源
    Scheleur, S. & King C. (2003, August 22). Retail e-commerce sales in second quarter 2003 were $12.5 billion, up 27.8 percent from second quarter 2002 (20320). Washington, DC: U.S. Census Bureau. Retrieved Octorber 10, 2003 from the World Wide Web: http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=280 4.
    Shari, M. (2003, April 3). Living under the Shadow of SARS. Business Week Online. Retrieved September 30, 2003 from the World Wide Web: http://search.epnet. com/direct.asp?an=9434153&db=aph&site=ehost
    Useem, J. (2003). Annotated principles of the new economy, slightly revised. In Business 2.0. Retrieved Octorber 10, 2003 from the World Wide Web: www.business2. com/articles/web/0,1653,16711,FF.html)
    內政部和行政院衛生署 (民92年7月3日)。A、B級強制隔離人數統計表。http://www.moi.gov.tw/moi/addfun_list2.a sp?permit=30&name=居家隔離服務統&id=92。
    行政院衛生署 (民92年7月5日)。抗煞成功台灣自92年7月5日除疫。http://www.doh.gov.tw/newverprog/proclaim/sars_info.asp?fod_list_name= 最新訊息及公告&doc_no=22068&fod_list _no=3827&page_index=1
    周樹林&許瓊于(2003年6月2日)。SARS對我國遊戲市場的影響。http://mic.iii.org.tw/intelligence/
    楊正瑀&周樹林(2003年6月2日)。SARS對我國電子商務市場之影響。http://mic.iii.org.tw/intelligence/。
    資策會(2002年11月21日)。2002年家庭上網普及率達53%。http://www.find.org.tw/0105/howmany/howmany_disp.asp?id=46
    資策會 (2003年12月25日)。2003年我國家庭資訊通信技術應用概況。http://www.find.org.tw/0105/howmany/howmany_disp.asp?id=65
    資策會 (2003年8月15日)。2003年第二季我國寬頻用戶數達245萬戶。經濟部技術處-產業電子化指標與標準研究科專計畫/資策會ECRC-FIND。http://www.find.org.tw/0105/howmany /howmany_disp.asp?id=57。
    資策會(2003)。2003電子商務產業年鑑。World Wide Web: http://mic.iii.org.tw/intelligence/
    資策會(2004年5月20日)。由「2003年家庭連網應用調查」分析網路購物族群。http://www.find.org.tw/0105/howmany/howmany_disp.asp?id=74
    資策會(2004年6月9日)。我國寬頻用戶數正式突破300萬戶。http://www.find.org.tw/0105/howmany/howmany_disp.asp?id=79
    口試委員
  • 張玉山 - 召集委員
  • 朱斌妤 - 委員
  • 黃鎮聰 - 委員
  • 梁定澎 - 指導教授
  • 口試日期 2004-07-23 繳交日期 2004-09-08

    [回到前頁查詢結果 | 重新搜尋]


    如有任何問題請與論文審查小組聯繫