本研究目的為二,首先旨在瞭解現今流行的團體購物模式中,主購者的購買決策過程與消費者行為。其次在於探討主購者的開團動機,經由知識交換與顧客知覺價值為中介,而對品牌忠誠產生影響。 本研究分為兩階段,階段一透過質性研究方法訪談十五位擁有「團購」經驗的主購者,探索「團購主購者開團的動機與決策過程」。從質性研究結果中發現:(1)影響主購者決定是否開團的因素,可歸納為「動機、機會、能力」(2)上述之動機,又可分為「社會交換動機」、「利己動機」,以及「利他動機」(3)「團購」的整體過程中,主購重視與他人的「知識交換」行為。 本研究階段二延續階段一之結果,將「動機、機會、能力」理論 (M-O-A)與知識交換對品牌忠誠影響做一實證研究。階段二資料蒐集乃透過網路與紙本問卷同時進行,共回收229份有效問卷,採用結構方程模式進行分析,研究結果發現:(1)在「團購」模式中,機會與能力對動機有正向影響(2)機會對能力有正向影響效果(3)顧客知覺價值在知識交換與品牌忠誠間具有中介效果(4)知識交換在動機與品牌忠誠之間具有中介效果。
The present study aims to investigate initiators’ decision making process and customer behavior in Group-buying. The initiators’ motivation and influence on brand loyalty and the mediating effects in the customer perceived value are discussed. The study consists of two parts. The first part is a qualitative study, interviewing 15 initiators of Group-buying to probe into their motivations and decision making process. The results indicate that the factors affecting the initiators’ decision in Group-buying including motivations, opportunities, and ability. In addition, an initiator’s motivations can be classified into Social Exchange Motivation, Egoistic Motivation, and Altruistic Motivation. Based on the results of the first part, the second part is a follow-up empirical study to explore the MOA (motivation, opportunity, ability) theory and the influence of knowledge exchange between initiators, which may influence consumers’ brand loyalty. There are 229 valid questionnaires in total, and use SEM to test assumptions. The result shows that opportunities and ability positively influence motivation. Also, the customer perceived value is found to be a mediator between knowledge exchange and brand loyalty.