B2C購物網站如何轉換成C2B網路團購模式

Transformation of B2C Online Shopping to C2B Group Buying on the Web

蘇柏全(Bo-Chiuan Su) ； 許雅雯(Ya-Wen Hsu)

《行銷評論》 11卷4期 (2014/12) Pp. 341-366

摘要

網路團購是一群人透過網路平台，以團體購買提升對廠商的議價能力。本研究主要目的在於找出促進一般B2C（business to consumer）購物網站轉換成C2B（consumer to business）網路團購所應重視的因素，並計算出各顯著因素對B2C購物網站轉換成C2B網路團購之影響機率，讓廠商和消費者各蒙其利，而國內外文獻以機率與量化模型來研究網購團購則是非常稀少。本研究模型由消費者構面、服務品質構面、行銷構面、團購限制條件、以及個人特徵屬性（控制變數）構成， 針對361位有網路團購經驗消費者的網路問卷經過層級羅吉斯迴歸分析（hierarchical logistic regression）顯示，「最近三個月團購總金額」、「內容」、「公信力」、「產品多樣性」、「物流」、「客戶服務」、「促銷活動」、「行動商務的結合」、「社群活動」和「金額上限」顯著影響消費者是否在一般B2C購物網站選擇C2B網路團購。 所提出的研究模型的預測準確度高達89.8%。此外，研究結果顯示對「社群活動」重視的消費者，其會在B2C購物網站選擇C2B網路團購的機率是對「社群活動」不重視的消費者的1.336倍、對「行動商務的結合」重視的消費者，其會在B2C購物網站選擇C2B網路團購的機率是對「行動商務的結合」不重視的消費者的1.776倍。研究最後並提供管理意涵。

關鍵字

電子商務 ； 網路團購 ； 層級羅吉斯迴歸

並列摘要

Online group-buying offers products and services at significantly reduced prices on the condition that a minimum number of buyers make the purchase. This research aims to find out the factors influencing the decisions that consumers make to choose the C2B group buying on the B2C shopping websites. This study proposes the quantitative and probability models, reporting data collected from 361 respondents. The results of the analysis of hierarchical logistic regression show that the spending of online group buying for the last three months, website contents, website credibility, product diversity, logistics, customer services, promotion activities, mobile commerce, social media activities, and the maximum prices of online group buying significantly influence whether the customers choose the C2B on the B2C websites. The precision rate of predicting this switching behavior, using our models, is 89.8%. The probability of choosing the C2B on the B2C websites for the customers thinking highly of social media activities is 1.336 times than that of the customers who do not. The probability of choosing the C2B on the B2C websites for the customers thinking highly of mobile commerce is 1.776 times than that of the customers who do not. The research concludes with providing the managerial implications.

並列關鍵字

electronic commerce ； online group-buying ； B2C ； C2B ； hierarchical logistic regression

參考文獻

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(2014)。資策會中華民國電子商務年鑑。

團 800 .com(2014)。2013 年國內團購成交額達到358.8 億元。線上檢索時間:2014年10 月5 日，取自http://zixun.tuan800.com/a/tuangouxingyexinwen/20140113/49346.html