以理性行為模式探討影響台灣線上團購行為之決定因素

Factors Influencing Online Group Buying in Taiwan: An Empirical Study Based on the TPB Framework

張耀川(Yao-Chuan Chang) ； 林大裕(Da-Yu Lin) ； 鄭乃彰(Nai-Chuang Jheng)

《屏東教大運動科學學刊》 6期 (2010/08) Pp. 297-321

摘要

本研究試圖以理性行為模式(TPB)探討影響台灣線上團購行為之決定因素，提出一個具備足夠的解釋效力的精簡模式，預測使用者接受線上團購網站，並以網站品質與科技接受模式為外部變數，說明何者會影響使用者對於網站的使用意圖。在實務上的貢獻則是提供團購網站經營者以及線上團購的賣家如何有效提高買家參與線上團購之意圖，並提出相關建議。本研究以問卷調查來驗證假說，於團購網站上收集202份有效樣本，以結構方程模型(SEM)提出研究模式。結果發現社群信任對虛擬社群認知產生影響，虛擬社群與態度亦影響線上團購行為意圖。

關鍵字

線上團購 ； 科技接受模式 ； 理性行爲模式 ； 網路社群 ； 社群信任

並列摘要

The purpose of this paper is to provide an explanation of factors influencing online group buying of Taiwanese adopter of online group buying, which can help the practitioners of Taiwan to develop better market strategies. An empirical survey was used to test the hypotheses. Data were collected from a total of 202 online Taiwanese adopters of OGB (online group buying). A structural equation modeling (SEM) is proposed to assess the relationships of the research model. The findings in this paper show that the virtual community and attitude toward online group buying are significant factors in predicting the purchaser intention of buying together in Taiwan. Also, the Trust in VC and usefulness are significant to improve the attitude. The results in the paper facilitate to understand what encourages and impedes the purchase intention of adopters of OGB in Taiwan. The value of this paper is to establish a theoretical model incorporating an extension of trust and TAM model with TPB to investigate the purchase behavior of OGB in Taiwan. The results of this study help OGB practitioners of Taiwan and other Asian countries culture similar to Taiwan to create a success business model

並列關鍵字

online group buying ； TAM ； TPB ； virtual community ； trust