網路合購目前風行於虛擬社群且不斷擴大發燒中,是繼網路拍賣後的購物新趨勢,企業不能忽視此股網路合購的力量。本研究以有網路合購過的消費者為研究對象,透過互動性、心流經驗、知覺風險、虛擬社群信任、科技接受模式等變數間關係探討網路合購的行為,並藉由時間壓力與電子口碑作為干擾變數探討消費者是否會因為時間壓力與電子口碑影響下,對合購意願的影響,亟望此研究能提供網站經營業者、或相關業者在經營策略制定時的參考依據。 本研究抽樣方法採便利抽樣(Convenience Sampling)。以線上調查的方式進行問卷回收,共回收有效問卷423份,其研究結果發現互動性會影響心流經驗和知覺風險及虛擬社群信任,合購態度則是受到心流經驗、知覺風險、虛擬社群信任和科技接受模式中的知覺有用性及易用性的影響,而合購態度、時間壓力和電子口碑對合購意願有正向顯著的影響,此外時間壓力亦扮演正向干擾的角色。
Internet group buying is gaining increasing popularity in virtual communities on the internet. Following internet auction, it has started a new trend of consumers’ buying power that enterprises cannot afford to ignore. This study investigates internet group buying behavior of experienced consumers by examining the interrelationship among system variables, including interactivity, flow experience, perceived risk, virtual community’s trust, and technology acceptance model (TAM). The present work also studies the moderating effects of time pressure and electronic word-of-mouth on consumers’ intention of internet grouping buying. Total 423 effective questionnaires are collected from the online survey of experienced participants in internet grouping buying using the convenience sampling method. The results show that interactivity has an influence on flow experience, risk perception and virtual communities’ trust. The consumer attitude toward group buying is under the influence of flow experience, risk perception, virtual communities’ trust as well as TAM perceived factors, including perceived usefulness and perceived ease of use. Group buying attitude, time pressure and electronic word-of-mouth affect the intention of group buying significantly under the positive moderating influence by time pressure. The research results can provide website operators and related business with usable information to develop their managerial strategy.