後續研究建議

第五章結論與建議

5.4 後續研究建議

1. 加入其他相關變數

本研究探討人口統計變數、消費找的購買實態以及「賣家信譽」、「商品功能資訊」、

「知覺價格」、「品牌知名度」與「下標壓力」等購買情境因素對於購後認知失調的影響，

再加入「涉入程度」為探討其對調節影響。然而在網路拍賣中，影響購後認知失調的因素眾多，而購後情境僅為影響因素之ㄧ，也因此本研究之 R² 較低，建議後續研究可以繼續加入其他變數進一步分析，例如在網路拍賣上購物的動機，以及購買的產品類別是否影響購後認知失調的程度。

2. 進一步探討涉入程度的影響

在本研究中，可以發現在網路拍賣市場中，涉入程度對於購後認知失調的影響與過去實體市場的研究大不相同，是相當值得進一步探究的部份。此外本研究中，根據文獻的推論，將產品涉入與購買涉入同時包含進入本研究的涉入概念，建議後續學者進行研究時，將可分別針對產品涉入與購買涉入來做進一步的探討。

3. 由更多面向探討網路拍賣賣家信譽

本研究以賣家評價紀錄作為賣家信譽的指標，然賣家回覆買家問題的語氣以及內容、過去成交數量等等因素均有可能影響消費者所知覺的賣家信譽，因此建議後續研究可由更多的面向探討賣家信譽。

參考文獻

一、電子資料

1. TWNIC 財團法人台灣網路資訊中心

http://www.twnic.net.tw/download/200307/200307index.shtml

2. 謝清富(2005)，「淺談「網路拍賣」的前世今生」，東方線上iSURVEY行銷調查網，

http://www.isurvey.com.tw/

3. 楊舜仁(2004)，「網路拍賣引發電子商務新風潮」，台灣國際電子商務中心(CNT)電子商務論壇，http://www.nii.org.tw/CNT/ECNews/ColumnAuthor_5.htm

4. 陳樺誼，周樹林 (2005)，「2005台灣網路使用者行為分析」，資策會MIC產業研究報告。

5. 陳樺誼 (2006)，「美國網路拍賣市場發展趨勢」，資策會 MIC 產業研究報告。

二、中文部份

1. Bell, D. E. & Schleifer Jr, A. (1999), Decision Making Under Uncertainty ,李茂興 & 劉 原彰譯, 不確定情況下的決策, 弘智文化出版, 民國88年

2. Henry Assael.( 1987), Consumer Behavior and Marketing Action, Boston: Kent Publishing Co., 引自方世榮譯，行銷管理學, 台北：東華書局，民國94年。

3. Kotler, Philip (1994), Marketing Management: analysis, planning,implementation, and

control, (8th ed.), 方世榮譯，行銷管理學，台北：東華書局，民國94年。

4. 邱皓政 (2006)，社會與行為科學的量化研究與統計分析，第二版，五南出版社。

5. 張力銘 (2004)，「產品線索對於消費者知覺與交易意願之影響－以拍賣網站為例」，

國立成功大學，碩士論文。

6. 連芳儀 (2004) ，「拍賣網站上價格訊息及賣方評價對於信任及競標意願之影響」，

國立成功大學，碩士論文。

7. 陳佳志 (2004) ，「線上拍賣競標行為之研究：以雅虎奇摩拍賣消費性電子產品市集為例」，國立東華大學，碩士論文。

8. 陳易商 (2004) ，「拍賣網站上的消費者購後認知失調」，國立政治大學，碩士論文。

9. 陳嘉琪 (2004)，「拍賣網站購物決策影響因素之研究：以產品類型、出價次數、與訊息來源為例」，國立政治大學，碩士論文。

10. 蔣宗男 (2001)，「情境因素、消費者購買涉入與創新接受態度影響網路競標意願之研究」，國立政治大學，碩士論文。

三、英文部分

1. Aikenm L. S., S. G. West (1991), Multiple Regression: Testig and Interpreting Interaction, Sage Publications, London, UK,

2. Alba, J., Lynch, J. & Weitz, B. & Janiszewski, C. & Lutz, R. & Sawyer, A. & Wood, S.

(1997), “Interactive Home Shopping Consumer , Retailer, and Manufacturer Incentives to Participatein Electronic Marketplaces,” Journal of Marketing, Vol. 61, pp.38-53.

3. Anderson, C.H.(1986),”Hierarchical Moderated Regression Analysis:A Useful Tool for Retail Management Decisions,” Journal of Retailing,Vol.62,No2.,pp.186-195.

4. Antonides, G. & Raaij, W. F. (1998). Consumer Behavior: A European Perspectiv, .New York: John Wiley & Sons.

5. Ariely, D., A. Ockenfels, and A.E. Roth (2002), “An Experimental Analysis of Ending Rules in Internet Auctions” Working paper, Harvard Business School.

6. Ariely, Dan and Itamar Simonson (2003), “Buying, Bidding, Playing or Competing?

Value Assessment and Decision Dynamics in Online Auctions," Journal of Consumer

Psychology, Wol.13 (1), pp.113-123.

7. Arronson, E.(1969), “The Theory of Cognitive Dissonance: A Current Perspective”,

Advances in Experimental Social Psychology, Vol.4,ed L. Berkowitz, Academic Press,

New York, pp.134

8. Arronson, E.(1997), “Back to the Future: Retrospective Review of Leon Festinger’s A Theory of Cognitive Dissonance”, The American Journal of Psychology,Vol.110, pp.127-137.

9. Assael, H. (1995), Consumer Behavior and Marketing Action, pp.599-630. South-Western College Publishing.

10. Bajari, P. and A. Hortacsu(2003), “ Economic Insight From Internet Auctions: A Survey, ” Working paper, National Bureau of Economic Research.

11. Beam, C. & Segev, A. (1998), “Auctions on the Internet: A Field Study,” unpublished manuscript, Haas School of Business University of California, Berkeley, pp. 1-30.

12. Bell, G. D. (1967), “The automobile buyer after purchase,” Journal of Marketing, Vol.31, pp.12-16.

13. Bloch, P. H. & M. L. Richins(1983), “A theoretical Model for The Study of Product Importance Perceptions,” Journal of Marketing, Vol.47,(Summer),pp.69-81.

14. Bloch, Peter H., Daniel L., Sherrell , and Nancy M. Ridgeway (1986), “Consumer Search:

An Extended Framework,” Journal of Consumer Research, Vol.13 (June), pp.119-126 15. Bolfing, Clare P.(1988), “Integrating Consumer Involvement and Product Perceptions

with Market Segmentation and Positioning Strategy,” The Journal of Consumer Marketing, Vol.5, No2, pp.49-58

16. Brehm, J. W. & Cohen, A. R. (1962), Exploration in Cognitive Dissonance, New York:

Wiley.

17. Bulow, J., J, Robert (1989), “The Simple Economics of Optimal Auction,” Political

Econom, Vol.97, pp.1060-1090.

18. Celsi, R. L. & J. C. Olson (1988), “Role of Involvement in Attention Comprehension Processes,” Journal of Consumer Research, Vol.15(Sep),pp.210-224.

19. Clarke, K. & R. Belk (1978), “The Effects of Product Involvement and Task Definition on Anticipated Consumer Effort”, in Advances in Consumer Research, Vol.5 ed. H. Keith Hunt, Ann Arbor: MI Association for Consumer Research, pp.313-325

20. Cohen, J. B., & Goldberg, M. E.(1970). “The Dissonance Model in Post-decision Product Evaluation,” Journal of Marketing Research, Vol.7, pp. 315–321.

21. Cummings, W. H., & Venkatesan, M. (1976), “ Cognitive Dissonance and Consumer Behavior: a Review of the Evidence,”Journal of Marketing Research, Vol.13, pp.

303–308.

22. Cummings, William H. and M. Venkatesan.(1976) “Cognitive Dissonance and Consumer Behavior: A Review of Evidence,” Journal of Marketing Research, Vol.13. pp.303-308.

23. Edieal J. Pinker ,Abraham Seidman, and Yanvi Vakrat(2003), “Managing Online Auction:Current Busuness and Research Issues,”Management Science, vol.49, No.11, pp1457-1484

24. Elkin, R., & Leippe, M.(1986), “Physiological Arousal, Dissonance and Attitude Change:

Evidence for a Dissonance–Arousal link and a “don’t Remind Me Effect,”Journal of

Personality and Social Psychology, Vol.51, pp. 55-65.

25. Engel, F. and R. D. Blackwell (1982), Consumer behavior, 4th ed. New York: The Dryden Press.

26. Engel, J. F. (1963), “Are Automobile Purchaser Dissonant Consumers?” Journal of

Marketing, Vol.27, pp.55–58.

27. Engel, J. F., Blackwell, R. D. & Miniard P. W. (1995).,Consumer Behavior. Dryden Press.

28. Festinger, L. (1957) ,“A theory of cognitive dissonance,” Stanford: Stanford University Press.

29. Greenwald, Anthony G. and Clark Leavitt (1984), “Audience involvement in Advertising:

Four Levels,” Journal of Consumer Research, vol.11, pp.581-592

30. Harris, M., A. Raviv(1981), “ A theory of Monopoly Pricing Schemes With Demand Uncertancy,” Amer. Econom. Rev.,Vol.73(3), pp.347-365.

31. Hawkins, D.I., Best, R. J. & Coney, K. A. (2001), Consumer Behavior: Building

Marketing Strategy, 8th ed. McGraw-Hill Book Company, New York.

32. Heck, E. V. & Ribbers, P. M., “Experiences with Electronic Auctions in the Dutch Flower Industry,” Electronic Markets, Vol. 7, No. 4, 1997, pp. 29-34.

33. Houston, M. J. & M. L. Rothschild（1978）, “Conceptual and Methodological Perspectives in Involvement”, in S. Jain(ed.), Research Frontiers in Marketing: Dialogues and

Directions, Chicago: America Marketing Association, pp.184-187.

34. Howard, J. A. & J. N. Sheth (1969), The Theory of Buyer Behavior, N. Y.: John Wiley.

35. Hunt, Shelby D. (1970), “Post-transaction Communications and Dissonance Reduction,”

Journal of Marketing, Vol.34, pp.46-51.

36. Insko, C. A., & Schopler, J. (1972), Experimental social psychology: Text withIllustrative

readings, New York: Academic Press.

37. Kapferer, Jean-Noel and Gilles Laurent(1985) “Measuring consumer involvement profiles”, Journal of Marketing Research, Vol.22（2）, pp.41-53.

38. Kapferer, Jean-Noel and Gilles Laurent(1986) “Measuring consumer involvement profiles:

A New Practical Approach to Consumer Involvement”, Journal of Advertising Research, Vol.25, No.6, pp.48-56.

39. Kassarjian, H. H., & Cohen, J. B. (1965), “ Cognitive Dissonance and Consumer Behavior,” California Management Review, pp. 55–64.

40. Katkar, R. and D. Lucking-Reiley(2001), “Public versus secret reserve prices in eBayauctions: Results from a pokemon field experiment,” Working paper, National Bureau of Economic Research , pp.1-30.

41. Keenan, Vernon(2000), ” Internet exchange 2000: B2X emerges as new industry to service exchange transactions,” Technical report, Keenan Vision Inc., San Francisco, April.

42. Kirkegaard, R. and P. B. Overgaard(2003), “ Buy-out Prices in Online Auctions Multi- unit Demand,” Working paper, University of Aarhus, Denmark.

43. Klein, S. (1997), “Introduction to Electronic Auctions,” Electronic Markets , Vol. 7 No.4, pp.3-6.

44. Klein, S. and O’Keefe, R. M. (1999), “The Impact of the Web on Auctions: Some EmpiricalEvidence and Theoretical Considerations,” International Journal of Electronic

Commerce, Vol. 3(3), pp.7-20.

45. Klemperer, P. (1999), “ Auction Theory: A Guide to the Literature,” Journal of Economic

Surveys, Vol.13, No.3, pp.227-286.

46. Korgaonkar, P. K. & Moschis G. P. (1982), “An Experimental Study of Cognitive Dissonance, Product involvement, Expectations, Performance and Consumer Judgement of Product Performance,” Journal of Advertising , Vol.11, pp.32-44

47. Krugman, H.E.(1965) “ The Impact of Television Advertisement: Learning Without Involvement,” Public Opinion Quarterly, Vol.29, pp.349-356.

48. Krugman, Herbert E. (1966-1997), “ The Measurement of Advertising Involvement,”

Public Opinion Quarterly, Vol.30, pp.583-596

49. Lastovicka,John & David M.Gardner (1978), “Components of Involvement in Attitude,”

Research Plays for High Stakes, J. C. Maloney and B. Silverman, eds. Chicago: American Marketing Association, pp53-73

50. Lavidge, R. J. (1966), “the Cotton Candy Concept: Intra-Individual Variability” In Lee Adler & Irving Crespi Attitude Research at Sea, pp.39-50. Chicago: American Marketing Association,

51. Leigh, James H. and Anil Menon (1987), “Audience involvement Effects on the Information Processing of Umbrella Print Advertisements,” Journal of Advertising, Vol.16, No.3, pp.3-12

52. Lu, X., R. P. MaAfee (1996), “The Evolutionary Stability of Auctions over Barganing,”

Games Econom. Behavior, Vol.15, pp.45-60.

53. Lucking-Reiley, D. (2000), “Auctions on the Internet: What's Being Auctioned, and How?” Journal of Industrial Economics, Vol. 48, No. 3, pp.227-252

54. Lucking-Reiley, D., Bryan, D., Prasad, N., and D. Reeves(2000), “Pennies from eBay: the Determinants of Price in Online Auctions,” Working paper, University of Arizona

55. M. Reck (1994),” Types of Electronic Auctions”, in W. Schertler, B. Schmid, A. Tjoa and H. Werthner (eds.) Information and Communications Technologies in Tourism,

Springer-Verlag, pp.236-243.

56. Marcoux, A. M. (2003), “ Snipers, stalkers, and nibblers: Online auction business ethics,”

Journal of Business ethics, Vol.46, No.2 pp.163-173.

57. Mathews, T. (2002), “ Buyout Options in Internet Auction Markets,” Unpublished Ph.D.

thesis, SUNY, Stony Brook.

58. McAfee, R. P. and J. MacMillan (1987), “Auctions with Stochastic Number of Bidders,”

Journal of Economic Theory, Vol. 43, No.1, pp.1-19.

59. Menasco, M. B., & Hawkins, D. I. (1978), “A Field Test of The Relationship Between Cognitive Dissonance and State Anxiety,” Journal of Marketing Research, Vol.15, pp.650–655.

60. Mitchell, Andrew A. and Jerry C. Olson (1981), “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude,” Journal of Marketing Research, Vol.18, pp.319-332

61. Mittelstaedt, R. (1969), “A dissonance approach to repeat purchasing behavior,” Journal

of Marketing Research, Vol. 6, pp.444.

62. Moldovanu, B. and M. Tietzel(1998), “Goehte’s Second Price Auction” Journal of

Political Economy, Vol.106, No.4, pp.854-859.

63. Nir Kshetri(2002), “Facters Influencing Consumers’ Reaction to A Price and Intentionto Bid in A C-To-C Internet Auction,” American Marketing Assosiation, Conference Proceedings, Vol.13 , pp.44-50.

Second-PriceAuctions: Evidence from eBay and Amazon Auctions on the Internet”,

American Economic Review, 2002a, Vol. 92, No. 4, pp. 1093-1103.

65. Ockenfels, A. and A. Roth(2002b) “Late Bidding in Second Price Internet Auctions:

Theory and Evidence Concerning the Rules for Ending the Auctions,” Forthcoming

Games and Economic Behavior.

66. Oliver, R. L. (1997), Satisfaction: A Behavior Perspective on Consumer, McGraw-Hill Book Company, New York.

67. Oshikawa, S. (1969), “Can Cognitive Dissonance Theory Explain Consumer Behavior? ,”

Journal of Marketing, Vol. 33, pp.44.

68. Petty, Richard E. and John T. Cacioppo (1979), “Issue Involvement Can Increase or Decrease Message Relevant Cognitive Responses,” Journal of Personality and social

Psychology, Vol.37, pp.1915-1926

69. Reynolds, S., and J. Wooders(2002), “Ascending Bid Auction with a Buy-Now Price,”draft, University of Arizona, Tucson.

70. Roth, Alvin E. and Axel Ockenfels (2002), “Last-Minute Bidding and the Rules for Ending Second-Price Auctions: Evidence from eBay and Amazon Auctions on the Internet," American Economic Review, Vol.92 (4), pp.1093-1103.

71. Rothschild, M. L. (1979), “Advertising Strategies for High and Low Involvement Situation,” in Attitude Research Plays for High Stakes. J. C. Maloney and B. Silverman, eds. Chicago: American Marketing Association, pp74-93

72. Rothschild, M. L. (1984), “Perspectives on Involvement: Current Problems and Future Directions,” in Advance in Consumer Research, Vol.11, T. C. Kinnear, ed. Association for Consumer Research.

73. Sherif, M. and H.Cantril (1947), The Psychology of Ego-Involvement. New York: John Wiley & Sons, Inc

74. Smith, M., J. Bailey, E. Brynjolfsson (2000), “ Understanding Markets: Review and Assessment,” Massachusetts Intitude of Technology Press, Cambridge, MA.

75. Sweeney, J. C. & Soutar, G. N. (2003) , “Are There Cognitive Dissonance Segments?” ,

Australian Journal of Management, Vol. 28,

76. Sweeney, J. C., Hausknecht, D. & Soutar, G. N. (2000), “ Cognitive Dissonance after Purchase: A Multidimensional Scale,” Psychology & Marketing, Vol.17, pp.369-386 77. Traylor, M. B. (1981), “Product Involvement and Brand Commitment,” Journal of the

Advertising Research, Vol.21(6), pp.52-56.

78. Vaughn, R.(1980), “How advertising Work: A Planning Model,” Journal of Advertising

Research, Vol.20, pp.27-33

79. Vickrey, W. (1961), “Counterspeculation, Auctions and Competitive Sealed Tenders,”

Journal of Finance, Vol.16, No.1, pp. 8-37.

80. Ward, S. & Robertson, T. S. (1973), “ Consumer Behavior Research: Promise and Prospects”. In Scott Ward & Thomas S. Robertson. Consumer Behavior:Theoretical Sources, pp.3-42. Englewood Cliffs: Prentice-Hall.

81. Ward, S. G., & J. M. Clark (2002),“Bidding Behavior in Online Auctions: An

Examination of the eBay Pokemon Card Market,” International Journal of Electronic

Commerce, Vol.6, No.4, pp.139-155.

82. Westbrook, R. A., & Oliver, R. L. (1991), “The dimensionality of consumption emotion patterns and consumer satisfaction,” Journal of Consumer Research,Vol.18, pp.84–91.

83. Wright, Peter (1973), “Cognitive Process Mediating Acceptance of Advertising,” Journal

of Marketing Research, Vol.10, pp.53-62

84. YH Park, E Bradlow(2005) , “An Integrated Model for Whether, Who, When, and How Much in Internet Auctions,” Journal of Marketing Research.

85. Zaichkowsky, J. L. (1985), “Measuring the Involvement Construct,” Journal of Consumer

Research, Vol.12(Dec), pp.119-121.

86. Zaichkowsky, J. L. (1986). “The Emotional Aspect of Product Involvement,” Advances in

Consumer Research, Vol.14. pp.32-35.

87. Zaichkowsky,J. L. (1994), "The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising", Journal of Advertising, 23(4), 59-70.

附錄：問卷

親愛的小姐/先生您好：

感謝您在百忙之中撥冗填答問卷，我是交通大學經營管理研究所的學生，這是一份學術性的問卷，目的是在了解當您在進行網路拍賣時，購買情境對您購後認知的影響，

包括商品價格、產品資訊、賣方評價、競標人數、結標期限等等影響因素。所謂購後認知在於“購買商品後““尚未使用前＂的心理感受，所以請您依據“最近一次＂的得標經驗，回想當時情境與心情回答題目。所有的資料僅做為學術研究之用，絕不對外公開，敬請安心作答。希望您願意花幾分鐘的時間，完成此份問卷。謝謝您的合作！最後敬祝身體健康！萬事如意！

國立交通大學經營管理研究所指道導授陳光華博士研究生陳怡文

第一部份得標商品之描述

(請您以“最近一次得標的商品＂資訊來填答)

1. 請問您是透過哪個拍賣網站完成交易？

□ 奇摩拍賣 □ eBay 拍賣 □ 其他__________

2. 請問您購買此商品時，是否經過拍賣“競標＂過程？

□ 是，我經由出價與其他人共同競標此產品，最後得標購得。

□ 否，不需競標，而直接下標購得。(起標價等於直接購買價) 3. 請問您購買的商品為二手商品或是新品？

□ 二手商品 □ 新品

4. 請問您購買的商品為：____________

第二部份網路拍賣購買情境

請您以“最近一次得標＂經驗作答，依照下標當時的實際情況，對下列描述選擇適當的答案。

非常不同意不同意普通同意非常同意

5. 相較於其他相似商品的賣方來說，此賣方所提供的商品價格是較高的。

□ □ □ □ □

6. 與同等級的商品相比，我覺得這個商品的價格很便宜。 □ □ □ □ □ 7. 我覺得這項商品的價格相較於其他類似商品，其在訂

價上是偏低的。

□ □ □ □ □ 8. 合理的價格是我選購此商品的考慮因素之ㄧ。 □ □ □ □ □ 9. 此賣方所提供關於商品的規格描述相當充足且清楚。 □ □ □ □ □ 10. 此賣方有提供清楚的商品照片或商品外觀描述。 □ □ □ □ □ 11. 此賣方提供相當詳細且完整的商品資訊說明。 □ □ □ □ □ 12. 這項商品的品牌知名度相當高。 □ □ □ □ □ 13. 這項商品的品牌形象令我感到信任。 □ □ □ □ □ 14. 與其他或類似商品的賣方相比較，此賣方具有較佳的

評價。

□ □ □ □ □ 15. 我認為此賣方的信譽非常優良。 □ □ □ □ □ 16. 我認為此賣方的交易評價是可信的。 □ □ □ □ □ 17. 此賣方過去的交易評價令我相當安心。 □ □ □ □ □ 18. 在我下標前，此項商品尚未有人出價/ 購買。 □ □ □ □ □ 19. 我決定下標時，此商品之結標期限已經快到了。 □ □ □ □ □

第三部份購後認知：請回想您下標購買產品後，當時或至今(尚未收到產品前)對於此次交易的感覺，並點選您對以下描述的同意程度。