美食網購廠商行銷能力、主購者官能衝突及關係價值影響廠商和主購者關係利益之研究

Suppliers’ Marketing Capability, Initiators’ Dysfunctional Conflict and Relationship Value Affect Relational Benefit between Suppliers and Initiators.

廖欣柔(Hsin-Jou Liao)

指導教授 ： 吳武忠

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2014年)

摘要

本研究之目的為在在團購網站上，廠商的行銷能力、主購者官能衝突及關係價值如何透過關係傾向影響廠商和主購者間的關係利益。選擇在團購網站上組團10次以上的主購者。總共發出9000份郵件問卷，回收了389份問卷。利用結構方程模型進行研究模型和假設的測試。
廠商和主購者可以一起激盪出新產品；此外，主購者可以協助廠商了解團購者真實的需求並給予相關的回饋。廠商的行銷能力對主購者而言是非常重要的，因為它可以幫助主購者吸引團購者的注意。此外，主購者和廠商可以一起思考如何創新產品和新產品的設計。在團購過程中，主購者扮演著很重要的角色，他是廠商和團購者中間的溝通橋樑，在團購中有著重要的影響。研究結果顯示，主購者在許多方面上會對團購者的產品預期上有著很深的影響

關鍵字

團購 ； 主購者 ； 行銷能力 ； 關係價值

並列摘要

The goal of this study was to investigate how marketing capability, dysfunctional conflict, and relationship value affect relational benefits through the relational proclivity between suppliers and initiators in a group-buying Web site. The initiators selected were those who conducted group buying more than 10 times in the group-buying Web site. In total, 9000 invitation e-mails were sent to initiators, of which 389 were returned; the model and hypotheses were tested by using structural equation modeling.
The supplier and the initiator can work together in brainstorming new products; moreover, initiators can assist suppliers by helping them identify buyers’ demands and giving them relevant feedback. The suppliers’ marketing capability is important for initiators because it can help increase the latter’s ability to catch buyers’ attention. In addition, the initiator and supplier together can think about product innovation and new product designs. Initiators, as key persons in the group-buying process, serve as a bridge between suppliers and buyers and have a positive impact on group buying. Our findings suggest that certain facets of initiators are helpful in explaining the expected product performance of buyers.

並列關鍵字

online group buying ； initiators ； marketing capability ； relationship value

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