The Price Dispersion Effect on Consumers’ Purchase Intention : A case of Taobao

• Main Authors: LIU, SHIH-KAI, 劉詩楷
• Other Authors: WU, CHIN-SHAN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/9se3z7

碩士 === 東海大學 === 資訊管理學系 === 105 === Following the development and progress of the Internet, online shopping has become the main shopping method in recent years. Information asymmetry caused by the list in the presence of scattered prices and the impact extension of comments, when consumers were shopping in Taobao. The different sellers in the search list are trustworthy, the consumer will measure the value between the loss and the interest, the consumer is willing to buy the goods provided by the seller again, and the relationship to the impact of different product types are questions worthy of discussion. This study is intended to build the prototype of website system similar to Taobao to conduct experiment, including two product types (search, empirical) X3, price discrete (high degree of dispersion, the degree of dispersion, low degree of dispersion) X3, and consumer evaluation (all positive review, half positive and negative, all negative comment). There are 18 situations to analyze in this study. This study has collected the 290 valid questionnaire by website, and the statistical analysis revealed the following conclusion: (1) price discretization is not significant for perceived value and perceived risk; (2) the credibility of the information on product trust and business trust are significant; (3) perceived risk has a significant effect on the product trust; (4) perceived risk have a significant effect on the perceived value; (5) business trust has a significant effect on the repurchase intention; (6) perceived value have a significant effect on the repurchase intention; (7) the price dispersion is not significant for perceived risk and perceived value, when product type as the interference variable.