結合從眾行為探討影響網路團購購買意願因素

Factors Influencing Online Group-Buying Behavior: Integrating Conformity

盧惠芬(Hui-Fen Lu)

指導教授 ： 陳宜棻

中原大學/商學院/國際貿易研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000195

摘要

團購，是風潮，也是目前最熱門的話題。在景氣不好時愈受寵，對於要省錢的網路消費者而言，網路團購是一個透過眾人力量向廠商購買，有效獲得優惠的好方法，由此可知，團購與消費者從眾行為有密切關係；另，對於要獲得收益的業者而言，想在眾多商店中出色、引人注目，就必須要從社會、個人、心理角度去掌握影響消費者參與網路團購的因素。
本研究透過發放網路問卷方式總共回收650份有效樣本。並以結構方程模式為主要研究方法，透過LISREL8.3進行驗證性因素分析和結構方程模式分析。研究結果發現在社會因素方面：網路推薦、媒體推薦、人員推薦與社會影響程度為正向影響；個人因素方面：順從、對社會比較訊息的注意與社會影響程度及從眾行為為正向影響；心理因素方面：財務風險、績效風險、社會風險與從眾行為為負向影響，社會影響方面：資訊性影響、規範性影響與從眾行為為正向影響，另，從眾行為與購買意願為正向影響。
本論文結果可提供網路團購業者一些建議：網路團購業者應善用網路推薦、媒體推薦及人員推薦策略，以提高消費者購買慾望、並努力降低消費者對風險的疑慮。此外，亦應善加利用群眾的力量來增加網路的銷售量。

關鍵字

社會影響 ； 從眾 ； 知覺風險 ； 參考群體 ； 團購

並列摘要

Group buying is a trend; it is also the hottest topic of the moment. Its popularity rises as the economy declines. To economize Internet shoppers, group buying online is a great way to get discount from the factory store. Therefore, we can see group buying and conformity are in close relationship. As to business owners seeking profit, if they want to stand out in the majority of stores and get attention, they must consider consumer aspects of online group buying on social, personal, psychological point of view.
This research collected 650 copies of samples through online survey. Structural equation modeling was the research method. Through LISREL8.3 to get confirmatory factor analysis and structural equation modeling analysis, the research concluded current social aspects: online recommendation, media recommendation, personnel recommendation, and social influence and their positive influence. Personal aspect: compliance, attention-to-social-comparison-information, positive influence of social influence and conformity, Psychological aspect: financial risk, performance risk, social risk, and negative influence of conformity. Social influence aspect: information influence, normative influence, positive influence of conformity, conformity, and positive influence of purchase intention.
The result of this research may be used for reference for online group buying business owners: online group buying business owners should utilize online recommendation, media recommendation, and personnel recommendation to increase shopper consuming willingness, and lower shopper’s doubts about any risks. Also, the businesses should utilize the power of groups to increase online sales.

並列關鍵字

Reference Group ； Perceived Risk ； Social Influence ； Conformity ； Group Buying

參考文獻

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