以結構方程模型檢測團購中信任、產品涉入、從眾行為、知覺價值與顧客滿意度之研究

Using Structural Equation Model explore the effect of Group Buying with Trust, Product Involvement, Conformity, Perceived Value and Customers Satisfaction

陳憲德(Hsien-Te Chen)

指導教授 ： 莊育詩

共同指導教授 ： 盧筱筠

健行科技大學/民生創意學院/國際企業經營系碩士班/碩士(2019年)

摘要

在臺灣團購是現今相當熱門的購物模式。本研究提出信任、產品涉入、從眾行為、知覺價值因素為影響消費者參與團購對顧客滿意度之研究，並驗證彼此間的關聯性。本研究以問卷調查方式共回收了256份問卷，經篩選後有效問卷為256份。由資料分析結果顯示:從眾行為對顧客滿意度及信任不具有正向顯著影響，從眾行為對知覺價值有正向顯著影響，知覺價值對顧客滿意度具有正向顯著影響，產品涉入對知覺價值及顧客滿意度及信任具有正向顯著影響，顧客滿意度對信任具有正向顯著影響，知覺價值在從眾行為對顧客滿意度中不具有中介效果，知覺價值在產品涉入對顧客滿意度中具有中介效果，顧客滿意度在從眾行為對信任中不具有中介效果，顧客滿意度在產品涉入對信任中具完全中介效果。

關鍵字

團購 ； 從眾行為 ； 產品涉入 ； 知覺價值 ； 結構方程模型

並列摘要

Group buying is a very popular shopping model in Taiwan. This study aims to investigate reason that make consumers satisfied about group buying. Several factors are examined, including trust, product involvement, conformity, perceived value. We collected 256 questionnaire surveys and received 256 effective samples.
The study found that conformity on customers satisfaction and trust do not have significant positive influence, conformity on perceived value has significant positive influence, perceived value on customers satisfaction has significant positive influence, product involvement on perceived value and customers satisfaction and trust has significant positive influence, customers satisfaction on trust has significant positive influence, perceived value does not has mediating effect of conformity on customers satisfaction, perceived value has mediating effect of product involvement on customers satisfaction, customers satisfaction does not has mediating effect of conformity on trust. customers satisfaction has completely mediating effect of product involvement on trust.

並列關鍵字

Group Buying ； Conformity ； Product Involvement ； SEM

參考文獻

參考文獻

中文文獻

1. 王仁宏(2008)。以體驗行銷與涉入程度探討顧客滿意與顧客忠誠-以運動休閒健康俱樂部為例，休閒產業管理學刊。

2. 宋珮文(2018年5月4日)。「團結」賺零用錢　主婦用LINE開團購。TVBS。取自 https://news.tvbs.com.tw/life/913986

3. 李心岑(2014)。消費者網路團購旅館住宿商品之屬性偏好研究。