合購網站品質、價值與資訊分享對消費者購買意願之影響

電子商務的蓬勃發展使得人們在網路上的交易模式愈來愈多元化，近年來由於線上集體購物的概念興起，而衍生了合購網站的成立，並逐漸成為網路購物的主流，消費者不只是在網路上購買到所需要的產品，更是藉由合購的交易模式達成目的，因此合購網站上的設計品質、內容及呈現方式，將會影響消費者在網站上購買商品的意願。如何讓網站設計品質符合消費者的期望，一直是網站業者經營成功與否的主要關鍵點，本研究的方向擬以DeLone and McLean (2003) 提出的修正後的資訊系統成功模式為理論基礎，同時結合成本價值、享樂價值與主購資訊分享來探討合購網站設計品質對消費者購買意願之影響。本研究以有參與過合購網站購物經驗的消費者為研究對象，採網路問卷及紙本發放兩種方式，有效問卷回收共472份，並應用結構方程式模式 (Structure Equation Model) 來分析各構面對購買意願之解釋力。研究結果顯示消費者所知覺的合購網站設計品質、成本價值、享樂價值正向的影響消費者滿意度，消費者所知覺的合購網站成本價值與主購資訊分享正向的影響著消費者對線上合購網站商品的購買意願，而消費者滿意度也正向的對購買意願有影響。

關鍵字

成本價值；網站設計品質；合購網站；享樂價值；主購資訊分享

並列摘要

E-commerce boom makes it in the transaction mode on the network is becoming more and more diversified in recent years due to the concept of on-line group buying, and derives a rise of website to establish, and gradually becomes the mainstream of on-line internet shopping, consumers not only buy the product on the network but also reach goals with this new transaction mode. Hence, the design quality, contents and how it displays in on-line group buying website affect consumer purchase intention directly. The key point of website success is to meet consumer expectation. The purpose of this research would like to based on an updated DeLone and McLean Information System success model for theoretical basis, while combining the cost value, hedonic value and information sharing of initiator be a framework to understand how the website design quality dimensions on consumers purchase intention. This research data was collected by on-line survey and actual questionnaire deliver using samples 472 who had shopping experience at on-line group buying website. The data were employing Structure Equation Model (SEM) to analyze effect of consumers purchase intention. The research result indicates that the consumer perceived Website design quality, cost value and hedonic value influence consumer satisfaction. Cost value and information sharing of initiator have significant effect on consumer purchase intention. Furthermore consumer satisfaction significant influences consumer purchase intention.

並列關鍵字

Cost Value ； Website Design Quality ； On-line Group Buying Website ； Information Sharing of Initiator ； Hedonic Value

參考文獻

陳怡真 (2009)，“科技接受模型應用於再購意願之研究”，國立交通大學管理學院經營管理研究所碩士論文。

許士軍 (1987)，“新加坡消費者對不同來源地產品之知覺及態度”，管理評論，pp. 5-23。

邱千芳 (2005)，“線上旅遊網站品質與使用者接受度之研究”，國立成功大學工業與資訊管理研究所碩士論文。

Anand, K. S., and Aron, R. (2003), “Group Buying on the Web: A Comparison of Price-Discovery Mechanisms,” Management Science, Vol. 49, No. 11, pp. 1546-1562.

Anderson, E. W., Fornell, C. F. and Lehamann, D. R. (1994), “Consumer Satisfaction, Market Share, and Profitability: Findings from Sweden,” Journal of Marketing, Vol. 58, No. 3, pp. 53-66.

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合購網站品質、價值與資訊分享對消費者購買意願之影響

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