隨著網際網路的快速興起,改變傳統社會大眾的消費觀念與消費模式。2009年受到全球金融海嘯的影響,台灣景氣一片低迷,但「合購」風氣卻逆勢大幅成長。本研究以EBM消費者決策過程模式為理論基礎,整合口碑行銷、消費者人格特質與生活型態研究,以建立發展研究架構。探討在合購的模式下,合購意向的影響因素。並探討在現今數位化時代環境下,消費者人格特性及生活型態對於消費者消費型態的影響。 本研究結果可使行銷人員了解消費者,在什麼情境下願意透過什麼方式分享訊息,行銷人員進而從旁提供一個適合機制,讓消費者更方便、樂意分享訊息,並規劃出適合的推薦方式、流程及管道,讓消費者更快速、更在便利的找到所需要的資訊;行銷者藉以針對市場做區隔,提供適合的產品與服務,提昇經營績效。
Internet change traditional society consumption idea and consumption mode. “Group-buying " the custom significantly grows up at 2009. This research with EBM mode for theories foundation, integrate word of mouth marketing, consumer’s personal trait and life style of the research study by creating a development structure. Inquire into under the mode group-buying, group-buying impact factor of the intention. Inquire into under the environment the digital age, the consumer’s personal trait and life style consume the influence of type on consumer. This research result can make marketing personnel to understand consumer what scenario would like to through what mode share information. To provide an appropriate mode, make the consumer more convenient and take pleasure in sharing information. Also planning is fit of recommendation method, process, and let consumer sooner and soon and more conveniently find out the information needed. Segment to the market, provide suitable product and service, marketing personnel can promote business performance.