| Summary: | 碩士 === 國立嘉義大學 === 資訊管理學系碩士班 === 97 === With the advancement of Internet and e-commerce, there are various online pricing strategies, and consumers tend to bid on products they are interested in through bargaining system. However, in the past studies on bargaining tended to focus on the effective presentation of messages and use of strategies, while seldom considered emotional appeal and tangible bargaining agents. But emotional strategies could influence the process and result of the negotiation. And the online sales agents with avatar would affect the consumers’ purchase experience. Therefore, based on above perspectives, the purpose of this study is to consider both variables, and aimed to probe into emotional strategy and agent presentation, in order to provide the shops with the optimized e-bargaining interface.
In this study, we have used 4×3 factorial design laboratory experiment to exam our model and test our hypotheses. The research result is that the best strategies for buyers are white-hat/black-hat strategy and black-hat/black-hat strategy. By using these two strategies, buyers can gain the highest bargaining gains which are benefit to buyers. In the sellers’ perspective, sellers want to lower buyers’ bargaining gains and we find out the best strategy for seller is white-hat/white-hat strategy. In another issue of Avatar, we find out there is no significant effect to dependent variables. We infer that buyers may focus on the price, and may ignore the effect of Avatar so we suggest that the study in the future can use the Avatar which is more similar to real human faces. In this study, we provide these emotional strategies and the effect of Avatar as suggestions for online stores with bargaining functions.
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