合購為新興網路購物模式,透過網際網路將需求聚集,利用群體的力量增加消費者的議價能力,取得較佳的購買條件。在過去研究中,大多數的學者會從價格觀點進行考量,較少從不同角度探討合購行為;但消費者決策過程不僅是經濟因素的考量,更可能會受到內外在力量的影響。以發展的歷程來看,合購最初以價格作為參與動機,但是隨著時間累積以及網路社群的形成,消費者在進行合購時會逐漸受到社群概念及心理觀點的影響。本研究嘗試以綜合的觀點建置整合性模型以探討消費者線上合購行為,在此係以經濟、心理、社會觀點探討相關影響因素。本研究採用問卷調查法,以網路問卷的方式進針對線上合購平台的消費者進行發放,實際回收有效問卷 327份。研究發現消費者在進行線上合購時不僅是價格考量,同時也會受到社群成員間互惠以及從眾的影響,另一方面,消費者對社群和平台的信任也會影響再合購意圖。
Group-buying is the newest online shopping behavior. It accumulates demand of consumers to gather the bargaining power in order to get a volume discount or better purchase conditions. In the past, most studies were discussed from the viewpoints of price by the researchers. Few of the studies proposed the different perspectives on online group-buying behavior. The consumers didn’t only consider economic issue when they decide to make a purchase strargy. The beginning motion of online group-buying is price, but the online community has generated for a long time. The consumers will be impact of the social and psychological perspectives. This paper integrates with the theories of sociology, economics and psychology to propose that the factors influencing the behavior of online group-shopping. Data collected from 327 buyers in online group-buying marketplace provide support for the proposed structural model. Longitudinal data collected three months later show that transaction intentions are correlated with actual buyer behavior. The study shows that consumers are affected their purchase intentions by price, reciprocity and conformity of the community and trust of the community and the platform when they make a shopping decision of online group-buying. The actual buyer behavior are not affected by their transation intentions