網路合購團員與主購間信任關係之建構─社會交換理論觀點

The Process of Building up the Trust between the Head and the Member of Co-Buying in the Internet Group-Buying—Social Exchange Theory

陳俊豪(Chun-Hao Chen)

指導教授 ： 徐純慧

國立臺北大學/商學院/企業管理學系/碩士(2010年)

摘要

網路合購係近年來熱門的消費模式，廠商可藉由主購的推薦與口碑傳播，快速有效的導入新產品至市場；主購亦可藉由社交網路發展組織，快速累積人脈網路，有效聚集團員以提高網路合購成團的機會。惟主購在發展組織的過程中，與網路合購團員從不認識到熟悉，有那些影響信任累積因素，為本研究探究之主題。本研究以社會交換理論之觀點，探討影響網路合購之內外在誘因為何，以及合購團員與主購間信任關係建構之過程。本研究採用調查法，以自我報告式問卷蒐集受訪者資料，並以結構方程模式確認理論模型。研究結果發現，「外在性酬賞」、「內在性酬賞」及「共同責任」均可提昇顧客之「合購意圖」。其中「內在性酬賞」與「共同責任」為「參與網路合購誘因」之「內在誘因」，此「內在誘因」係經由團員與主購間信任關係之建構而影響「合購意圖」。本研究建構合購團員與主購間之信任關係涵括「特徵基礎信任」、「過程基礎信任」與「體制基礎信任」，此信任關係有助於「合購意圖」之提昇。本研究建議：廠商應提供優惠的價格或額外的贈品給予大量購買的消費者，以此「外在性酬賞」提昇「合購意圖」，並配合網路平台的運用，開發消費社群的成型，以提昇「特徵基礎信任」，促成網路合購的交易形成。對網路合購平台業者，建議其應強化網路合購制度的建立，並提供應有的保證，以提供主購與網路合購團員之間良好的交流平台，以強化「過程基礎信任」及「體制基礎信任」，將有助於網路合購之有效促成。

關鍵字

網路合購 ； 社會交換理論 ； 信任 ； 共同責任

並列摘要

Internet Group-Buying is becoming the trend of consumption. Stores can introduce new products by word of mouth through purchasing leaders, and members can be gathered through internet social networks. This study focuses at processes and factors of trust building between head and members of the group. Social exchange theory is used to analyze the external and internal aspects that catalyzed the internet purchase group. Self-report questionnaire type surveys are used for sample collection, and Structural Equation Model (SEM) is used to confirm the theory. This study shows that internal reward, external reward and shared responsibility can enhance customers’ intention toward co-buying. Internal reward and shared responsibility are the internal attractions of participating internet group-buying, and group-buying intention is influenced by internal attractions generated through trust between head and members. The trust relationship between the member and the head of co-buying includes characteristic-based trust, process-based trust, and institution-based trust. These trust relationship enhances group-buying intention. This study recommends business to provide favorable price or gifts for customers with higher purchase quantity as the external rewards to promote group-buying intention. Utilizing internet, businesses can generate more customers to enhance characteristic-based trust and ultimately achieve Internet group-buying. As for businesses with existing internet group buying option, strengthening of regulation and communication platform will further improve internet group-buying success rate, a result of enhancing process-based trust and institution-based trust.

並列關鍵字

the Internet group-buying ； social exchange theory ； trust ； shared responsibility

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