碩士 / 中華大學 / 科技管理學系 / 106 / The questionnaire survey and case study methods were adopted in this study to investigate Shoppe and Carousell user behavior (use motivation, demand considerations), perceived value (perceived value, perceived quality), operational benefits (operational benefits and benefits of use), and customer satisfaction (customer satisfaction, user satisfaction), targeting the interface layout, functional mechanism, and business model in order to study the key contributing to the business model of C2C online auctions. First, relevant literature was collected and analyzed as the theoretical framework of this study. Then, the research hypotheses were verified through descriptive statistics, cross-analysis, reliability analysis, one-way ANOVA, factor analysis, regression analysis and correlation analysis.
The research conclusions drawn are: The questionnaires totaled 400 copies, accounting for a recovery rate of 100%. Through SPSS statistical package software, descriptive analysis, reliability analysis, one-way ANOVA, factor analysis, regression analysis, and correlation analysis were carried out. The study has confirmed that statistically the investigated use behavior, perceived value, benefits of user, and customer satisfaction all had positive impacts.
1.User behavior had a positive impact on investigated perceived value, benefits of use, and customer satisfaction, indicating users’ satisfaction towards the interface layout and website functions. However, when the incentive of “free use” no longer motivates continued use, the outcome as a result of the absence of continuous perks and discounts remains to be seen.
2.Perceived value had a positive impact on investigated benefits of user and customer satisfaction. As far as benefits of use are concerned, sellers’ use behaviors lead to good diversion and shopper influence, which positively contribute to marketing and operations.
The research results shall be provided to entrepreneurs, brand owners, and other sellers as an operational reference for e-commerce. In addition, the applicability of inferences on relevant industries through the business model of C2C e-commerce was examined.
| Identifer | oai:union.ndltd.org:TW/106CHPI0230086 |
| Date | January 2018 |
| Creators | HONG, TIAN-GEN, 洪天根 |
| Contributors | HO, LI-HSING, 賀力行 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 91 |
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