南華大學機構典藏系統:Item 987654321/28931
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    题名: 交易成本在消費動機與行為扮演中介或調節變數?
    其它题名: The Role of Transaction Cost on Consumption Motivation and Behavior: A Mediator or Moderator?
    作者: 蔡秋淇
    TSAI, CHIU-CHI
    貢獻者: 文化創意事業管理學系
    陳寶媛;楊政郎
    CHEN, PAO-YUAN;YANG, CHENG-LANG
    关键词: 交易成本;消費動機;消費行為
    Transaction Cost;Consumption Motivation;Consumption Behavior
    日期: 2022
    上传时间: 2022-08-22 11:25:22 (UTC+8)
    摘要: 　　Coase (1937)提出交易成本的概念，而在之後被Williamson(1986)重新詮釋後廣為使用。 Williamson(1986)將交易成本分成事前成本與事後成本，考量交易成本後，會影響人們的消費行為。影響消費行為的因素，常被提及的是動機理論，而動機理論可由此得知，消費動機會顯著的影響消費行為(Yoon and Uysal, 2005; Huang and Hsu, 2009)，通常二者具有正向的關係。然而，文獻中尚未有學者驗證交易成本在動機理論中，扮演的是中介或調節的角色，本篇文章擬彌補此一缺口。實證結果發現：由Sobel檢定支持，交易成本為中介變數，消費動機影響消費行為的直接效果為0.658，間接效果為0.189，總效果為0.847。然而，調節效果檢定結果，不支持交易成本為調節變數，消費動機對消費行為僅有直接效果，沒有調節效果。
    　　Coase (1937) proposed the concept of transaction cost, which was later reinterpreted by Williamson (1986) and widely used. Williamson (1986) divides transaction cost into ex-ante cost and ex-post cost. After considering transaction cost, it will affect people's consumption behavior. Factors that affect consumer behavior are often mentioned in motivational theories. From the motivation theory, we can know that consumption motivation significantly affects consumption behavior (Yoon and Uysal, 2005; Huang and Hsu, 2009), and there is usually a positive relationship between the two. However, as far as the author’s knowledge is known, there is no academic article in the literature that verifies that transaction cost is a mediating variable or a moderating variable in motivation theory. The empirical results found that: Sobel test support, transaction cost is an intermediary variable. The direct effect is 0.658, the indirect effect is 0.189, and the total effect is 0.847. However, the empirical results do not support transaction costs as a moderating variable, and consumption motivation has only a direct effect on consumption behavior, and has no moderating effect.
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