從推敲可能性模式探討團購信任與購買意圖之研究

團購行為是近幾年來相當受到消費者青睞的一種新興購物消費模式，隨著團購活動的盛行，團購網站已漸成為眾多消費者團購的新選擇，是一群人在集結共同的需求，透過眾人的力量，共同增強商品的議價能力，以量制價達到大量折扣的優惠及節省運費的目的。本研究以推敲可能性模式(Elaboration Likelihood Model ELM)的觀點做為探討消費者在使用團購網站時，將會受到五項構面，包含中央路徑(網站聲譽)，週邊路徑(主購者的吸引力與網友集氣程度)，購買意圖以及團購涉入程度的影響。本研究主要探討中央路徑和週邊路徑的影響方式，有三項外在因素分別歸類在這兩個影響路徑，做以瞭解消費者如何透過不同路徑因素，進而形成對團購的購買意圖及調節變數團購涉入程度造成影響。研究對象為台灣地區有使用團購經驗的消費者，共回收350份有效問卷，有效問卷回收率77.78%。本研究根據問卷調查結果進行整合與分析，最後歸納結論建議與管理意涵給予團購及未來研究者參考。總結研究結果主要分為五個方面來說明：（一）、探討網站聲譽對經濟信任類型有正向影響關係（二）、瞭解主購者的吸引力對信任類型有正向影響關係（三）、探討網友集氣程度對信任類型有正向影響關係（四）、瞭解經濟信任對購買意圖有正向影響關係（五）、探討團購涉入程度對知識信任與購買意圖之調節有影響關係

關鍵字

網站聲譽、主購者的吸引力；信任；團購涉入程度；購買意圖

並列摘要

Group purchase behavior is an emerging shopping and consuming pattern quite favored by consumers in recent years. With the prevalence of group purchase, group purchase website has gradually become a new choice for many consumers; a group of people concentrate the same demand and jointly enhance the bargaining power of commodities through common forces in order to reach a large discount by system price and save the freight. The study makes a discussion with the viewpoint of Elaboration Likelihood Model (ELM) that consumers will be influenced by five dimensions, including the central path (website reputation), peripheral path (the attraction of main purchasers and net friends’ gathering force), purchase intention and group purchase involvement when using group purchase website. The study mainly explored the effect way of central path and peripheral path where three external factors were categorized in order to understand how consumers form purchase intention and adjust variables group purchase involvement to make an impact through different paths factors. The study objects are consumers with group purchase experience in Taiwan, and 350 valid questionnaires were collected, with the effective recovery rate being 77.78%. The study conducted integration and analysis based on survey results and finally drew conclusions and recommendations and managerial implications as reference for future researchers. The study findings are divided into five areas: (A) To explore that website reputation has a positive influence relationship on economic trust type; (B) To understand that the attraction of main purchasers has a positive influence relationship on trust type; (C) To explore that net friends’ gathering force has a positive influence relationship on trust type; (D) To understand that economic trust has a positive influence relationship on purchase intention; (F) To explore that group purchase involvement has influence on the regulation of knowledge trust and purchase intention