An Exploratory Study about Customer Purchasing Behavior in the Web Design Based on Transaction Cost Theory W Company for Example
| Autor: | Hsin-Yi Lee, 李欣怡 |
|---|---|
| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 With the development of the internet, the number of global internet users has been growing. As of August 2018, there were more than 1.6 billion websites, and among them, 170 million websites were active. In 2016, the revenue from the multi-media (website) designs in the visual communication design industry in Taiwan was 170 million NTD, it grew 80.0% from the previous year. The number of newly set up companies also grew by 20.9%, with about 200 new visual communication design companies. In the fast-growing and intensively competitive market of website design, how to assess and select an appropriate supplier among so many website design suppliers are extremely critical to enterprises. The cost of the information searching cost is high, the time for decision-making is long and the decision-makers are many when procuring website design services for enterprises. The study focuses on the decision-making behaviors of enterprises during website design procurements. The main purpose of the study is to understand the factors affecting the procurement decision making for customized website designs. Through the Transaction Cost Theory, the procurement decision-making is divided into four stages, identifying the vendor, assessing the vendor, effects of the partnership and re-partnership, with the corresponding transaction costs, including the information Searching costs, moral hazard costs, utility costs and specific hold-up cost, to discuss the factors of these four transaction costs affecting the procurements from the aspects of organizing the industrial and procurement roles, as well as construct the estimating model of transaction finalization. The subject of the study is the clients served by W Company from 2015 to 2019. These clients are labeled as service industry and non-service industry. For the questionnaire design, firstly the interviews were conducted and then screening for the considerations of procurement. The valid questionnaires recovered were 100 copies in total. Three estimating tools were applied, including logistic regression, decision tree analysis and artificial neural network analysis. Based on the study, among the four factors affecting transaction finalization, the utility costs are the only significantly relative factor. In other words, the higher the utility costs are, the higher the willingness of buying decision-making for the clients is. The industrial and procurement roles do not intervene in the consideration of procurements, nor increase the willingness of buying decision-making of the clients. For the estimating model of transaction finalization, it has been learnt that the decision tree is the most accurate one. When the moral hazard cost is less than 1.3367 and the specific hold-up cost is higher than 0.3716, the accuracy of successful transaction finalization is 100%. To increase the possibility of transaction finalization, the moral hazard cost must be decreased and the specific hold-up cost must be increased. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|