追求公平的邏輯－以認知公平觀點探討消費者線上團購意願

The Pursuit of Fairness-Exploring Factors Influencing Online Group Buying Intention from the Perspective of Perceived Fairness

陳宜棻(Yi-Fen Chen) ； 史巧玉(Chiao-Yu Shih)

《資訊管理學報》 22卷1期 (2015/01) Pp. 55-85

摘要

本研究旨在探討消費者參與團購時，面對不同的價格情況所產生之認知公平及團購意願的影響。並檢驗等待時間及需求程度的因素考量下，對認知公平的干擾效果。本研究採用2（價格情況：有利／不利）×2（等待時間：長／短）以及2（價格情況：有利／不利）×2（需求程度：高／低）的實驗設計。研究結果可提供網路團購業者行銷策略上的建議，提升其認知公平和購買意願，以增加潛在的顧客群，進而達到消費者和業者雙贏的局面。

關鍵字

線上團購 ； 認知公平 ； 價格 ； 等待時間 ； 需求程度

並列摘要

Purpose-This study explores the effects of price situations on consumer perceived fairness and purchase intention in online group buying. This study also examines the moderating effects of waiting time and consumer demands on perceived fairness in online group buying. Design/methodology/approach-A 2 x 2 x 2 (price situation: favorable/ unfavorable X demand degree: high/low X waiting time: long/short) online experiment was conducted. Findings-The experiment results demonstrated that consumer perceived fairness increases when facing favorable price situation in online group buying. Demand degree and waiting time moderate the effects of price situation on perceived fairness. Additionally, perceived fairness is positively related to purchase intentions. Research limitations/implications-This study used laboratory test. However, as with most online studies, the possible self-selection bias makes it impossible to confirm that the study participants are representative. Future research could examine perceived fairness and purchase intention in a real market situation. Moreover, this study was conducted in Taiwan using Taiwanese subjects. The results thus may or may not applicable to consumers in other cultures. It would be interesting to find out whether culture influences online group buying intention. Practical implications-This paper provides several managerial implications with online group buying companies. Companies may use consumer demands and waiting time to set price in online group buying. Also, companies may develop different price strategies to create consumer segmentation. Originality/value-This study investigates factors influencing online group-buying intention from the perspective of perceived fairness. It advances the literature on consumer perceived fairness literature in explaining online group buying behaviors.

並列關鍵字

online group buying ； perceived fairness ； price ； waiting time ； demand

參考文獻

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