探討影響消費者發起團購行為之因素研究：以UTAUT模式為基礎

En Empirical Study on the Factors that Influence Initiation of Online Group-Buying: An Application of the UTAUT Model

李曉青 ； 李仁耀 ； 陳襄君

《亞太經濟管理評論》 15卷2期 (2012/03) Pp. 39-54

https://doi.org/10.30087/APEMR.201203.0003

摘要

本研究以整合科技接受與使用模式為理論基礎，並結合產品涉入與知覺風險作為本研究架構。其目的乃為探討影響消費者發起團購意圖的關鍵因素，以及在性別、年齡、經驗及產品涉入的干擾下對消費者發起團購意圖的知覺風險、績效期望、努力期望、社群影響、有利條件的影響。以網路進行資料搜集，共取得398份有效問卷，經分析結果發現，行為意圖會受社群影響、有利條件的影響，而年齡會顯著干擾績效期望對行為意圖之影響；經驗會顯著干擾知覺風險、努力期望對行為意圖的影響；產品涉入則會顯著干擾知覺風險、社群影響及有利條件對行為意圖的影響。

關鍵字

線上團購 ； 整合科技接受與使用模式 ； 產品涉入 ； 知覺風險

並列摘要

This research is based on the Unified Theory of Acceptance and Use of Technology, and integrates product involvement and perceived risk into our research framework. The purpose of this research is to examine determinants that influence consumers to initiate group-buying, and further test the moderating roles of gender, age, experience, and product involvement on the effects of perceived risk, performance expectancy, effort expectancy, social influence, and facilitating conditions on consumers' initiation intention of online group-buying. Through collecting data online, we obtain 398 useful questionnaires and the results show that the initiation intention of online group-buying is influenced by social influence and facilitating conditions. Also, age moderates the effect of performance expectancy on initiation intention; experience moderates the effects of perceived risk and effort expectancy on initiation intention; and finally, product involvement moderates the effects of perceived risk, social influence, and facilitating conditions on initiation intention.

並列關鍵字

Online Group-Buying ； Unified Theory of Acceptance and Use of Technology ； Product Involvement ； Perceived Risk

參考文獻

莊隆泰(2000)。群體採購中間商系統之研究(碩士論文)。國立中山大學資訊管理研究所。

楊惠琴(2006)。網路合購知覺風險與合購意向影響因素之研究(碩士論文)。東吳大學國際貿易學系研究所。

Kuhl, J.(Ed.) ,Beckmann, J.(Ed.)(1985).Action-control: From Cognition to Behavior.Heidelberg:Springer-Verlag.

Bandura, A.(1986).Social Foundation of Thought and Action: A Social Cognitive Theory.Englewood Cliffs, NJ:Prentice-Hall.

Bauer, R. A.(1960).Consumer Behavior as Risk-taking.Dynamic Marketing for a Changing World.(Dynamic Marketing for a Changing World).: