近年來電子商務的蓬勃發展加速了台灣線上購物市場的成長。線上團購為一種新興線上購物方式,其利用網路平台將購買者的需求聚集,並採用以量制價的方式使購買者有購物的優勢。再者,團購除了能獲取優惠價格外,又能與網友彼此合作並分享購物經驗,此交易模式相較於拍賣網站以價高者得且網友多處於價格競爭狀態下,團購更能獲得購買者的青睞。 本研究從團購顧客知覺價值出發,並以關係品質的三個構面分別為信任、滿意及承諾以及知覺風險作為中介變數,探討是否透過關係品質以及降低知覺風險,進而提高顧客行為意向。 本研究之研究方式採驗證性方法,以問卷調查方式進行,以在愛合購網站購買團購食品之消費者為研究對象,回收416份有效樣本,並以AMOS統計軟體進行實證分析,結果發現理論模式適配情形良好,證實團購顧客知覺價值與互動性會透過關係品質、降低知覺風險,進而提高顧客行為意向。
In recent years the rapid development of e-commerce accelerated the growth of Taiwan's online shopping market. Online group shopping as a new way to shop online, and its network platform will use the needs of buyers gathered, and the volume of the system price by the way so that buyers have the advantage of shopping. Also, group buying can get cheaper price but also can cooperate and share shopping experience with friends. Compared with this trading pattern that the highest bidder auction site and users always under price competition group buying can attract shoppers. We use customers perceived value as independent variables. We use the three dimensions of relationship quality are trust, satisfaction and commitment, and perceived risk as a mediator to explore the relationship through quality and risk reduction, and to improve customer behavior intentions. This study is based on the prospect of advocacy and conducted a questionnaire survey. We distribute questionnaires to people who buying food in“ihergo”website. This paper used 416 received questionnaires to analyze it with AMOS 8.0. The study confirmed customer perceived value and interactive through relationship quality and risk reduction can improve customer behavior intentions.