『網路合購』係由一群擁有共同消費需求之消費者,藉由群體力量增加消費者議價能力,以達到以量制價之購買目的,進而取得低於市價之商品價格。由於網路合購是近幾年新興之網路購物模式,大多數研究係以經濟觀點考量其市場效益,但隨著社群商務的成熟發展,消費者在進行網路合購時,亦會受到社群及心理觀點之影響。有鑑於此,本研究以「期望確認理論」、聲譽、信任以及知覺風險作為研究基礎,探討消費者於網路合購前、後,其信任及知覺風險程度是否有其差異性存在。 本研究透過網路問卷進行調查,取得有效問卷207份,並採用Amos進行模式分析與驗證。第一階段問卷結果發現,聲譽對信任有一定程度的影響,且其亦會影響消費者對網路合購之期望;同時,消費者所感受到的知覺風險及對網路合購之期望也會正向影響消費者對網路合購的態度,進而影響其合購意願。第二階段問卷結果發現,消費者在實際食用或使用過網路合購商品或服務後,其確認程度越高,信任及滿意度程度亦越高,此外,信任也會影響到網路合購之滿意度,進而影響日後之再購意願。
Online group-buying has become a popular consuming approach, attracting a large number of consumers to purchase products collectively due to the reduced price in an expected volume order. This new consuming mode usually focuses on the economic value in the market. However, group-buying is a kind of social commerce. Both individual and social factors are critical antecedents of online group-buying intention and behavior. This study examines the effects of reputation of online group-buying website and the sponsor, as well as the individuals’ perception of trust and risk on their intention of group-buying. Furthermore, according to the expectancy confirmation theory, this study also measures the people’s expectancy before online group-buying, the confirmation after online purchasing collectively, and its subsequent influence on customers’ satisfaction and re-purchase intention through online group-buying. In this study, through an online questionnaire survey, 207 valid questionnaires were obtained, and analyzed by AMOS. The research results demonstrate that partial influence of reputation on trust. Except for the insignificant influence of risk on customers’ attitude and their intention (reintention) of online group buying, all other hypotheses are supported. The research results and findings are discussed more in the paper, and the implication and further study suggestion are also provided.