Title 99N7-影響購物網站品牌權益之因素探討 –以關係年資為干擾變數 Antecedents of Brand Equity of Shopping Websites and the Role of Relationship Age
Name 黃立竹
Advisor 王崇昱老師
畢業日期 2011/06
Attachment 99N7Adobe PDF
Reference Link
Abstract 過去探討有關於影響購物網站的品牌權益之因素的研究相當多，但是對於影響品牌權益的變數間之關係似乎尚未釐清。本研究探討影響購物網站的品牌權益之因素將品牌形象為前因變數，信任、知覺風險為中介變數，關係年資為干擾變數。本研究以曾在購物網站購物之消費者做為研究對象，正式問卷共發放200份，剔除無效問卷之後共獲有效問卷共172份，以迴歸分析驗證各研究假說，結論分述如下：(1)信任正向影響購物網站品牌權益；(2)知覺風險負向影響購物網站品牌權益；(3)信任負向影響知覺風險；(4)品牌形象正向影響購物網站品牌權益；(5)
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Urban, Glen L., Fareena Sultan, and William J. Qualls (2000), Placing Trust at the Center of Your Internet Strategy, Sloan Management Review (Fall), 39-48.
Yesil, M., (1997), Creating the Virtual Store, John Wiley & Sons, Inc., New York
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三、資料出處
http://www.interbrand.com/best_ brands 2007 .asp
http://www.internetworldstats.com/list2.htm，2010
http://www.insightxplorer.com/index.html(創市際)
http://www.find.org.tw/。(資策會 find 網站)
http://www.iii.org.tw/service/3_1_4_c.aspx?id=127 (資策會MIC新聞稿2010/10/18)
http://www.youthwant.com.tw/ (優仕網)
財團法人資訊工業策進會系統工程處編輯，(1997)。電子商業答客問，初版，台北，經濟部商業司