以公平性觀點探討價格、需求及等待時間對團購意願的影響

Effects of Price, Demand and Waiting Time on Group Buying Intention With the Perspective of Fairness

史巧玉(Chiao-Yu Shih)

指導教授 ： 陳宜棻

中原大學/商學院/國際經營與貿易研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200181

摘要

綜觀現今團購的趨勢，一般消費者首重價格，大部分團購業者也以價格策略進入團購市場。過去研究團購，多以從眾及影響消費者加入的動機為探討方向。研究結果也發現，價格是引發消費者加入團購的動機之一，其中更指出低價是主要的考量因素。過去文獻也指出，價格並不是唯一影響購買的主要因素，而是著重於商品是否符合消費者的需求。然而，目前探討團購的研究中，關於這方面的議題卻相當缺乏。
本研究旨在探討消費者參與團購時，面對不同的價格情況所產生之認知公平，並檢驗在團購價格情況不同、等待時間長短及消費者自身需求程度的因素考量下，是否會對團購價格的認知公平有干擾效果，進而影響消費者的團購意願。本研究以實驗設計法操弄變數，分為2 (價格情況：有利/不利) × 2（等待時間：長/短）× 2 (需求程度：高/低)一共8組。本實驗於網路上搜集240份有效樣本進行研究，並採用ANOVA進行統計分析，以驗證本研究所推導之研究假設。
研究結果發現：價格情況、需求程度及等待時間對消費者的認知公平皆有影響，且正向影響消費者的購買意願。本研究結果可提供網路團購業者行銷策略上的建議如下：團購業者可依據不同消費群的需求及特性制定不同的銷售方案，滿足消費者需求為導向。努力降低消費者等待的時間，提升其認知公平和購買意願，以增加潛在的顧客群，進而達到消費者和業者雙贏的局面。

關鍵字

團購 ； 公平性 ； 等待時間 ； 需求程度 ； 購買意願

並列摘要

Nowadays, consumers joining group buying consider price as their most concern. Most of group buying practitioners take price as a steppingstone to entering the market. Many studies regarding group buying focused on conformity and motivation of joining the group buying. Previous research found that price is one of the factors that motivate consumers to join group buying. Low price is the primary consideration. Studies also showed that price is not the only one factor that affects group buying intention. Consumer personal demands could be the factor. Studies on group buying rarely focus on such issue.
In this study, we explore the effects of consumer perceived fairness with diverse price situations on group buying and also examine whether perceived fairness on group buying price shall be influenced and eventually affect the group buying consumer under different price situations, waiting time and consumer personal demands. A 2(price situation: favorable/unfavorable) x 2(demand degree: high/low) x 2(waiting time: long/short) online experiment was conducted. The results indicated that prices, extents of demand and waiting time all influence customer perceived fairness and purchase intentions.
The results of this research may be used for reference for online group buying practitioners. The main strategic goals for the group buying practitioners are to set up marketing projects targeting customer categories and become customer satisfaction orientated. Finally, a win-win situation between the customer and the group buying practitioners is achieved by lowering down customer waiting time, lifting perceived fairness and buying intention.

並列關鍵字

Demand ； Waiting Time ； Fairness ； Group Buying ； Purchase Intention

參考文獻

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