團體購物重複購買行為之研究：以食品為例

Research on the Repurchase Behavior of Group Buying for Food Products

邱新益(Sin-Yi Ciou)

指導教授 ： 吳昌憲

國立虎尾科技大學/管理學院/資訊管理研究所/碩士(2012年)

摘要

自網路發達，在網路上的交易行為逐年增加，以往的電子商務模式為B2C、B2B、C2B、C2C。然而近年來有一種網路交易行為為「網路團體購物」，網路團體購物集結群眾力量進行議價的活動。網路上販賣種類不勝枚舉，什麼樣的東西都能賣，也有人願意集體購買，本研究以有團購食品經驗的消費者作為研究對象，食品在於網路上販賣有一定的風險。消費者願意承擔多少風險以及在購買食品時所考慮的因素，如:口碑、知名度等。
研究結果顯示，知覺風險對於重複購買行為雖沒有顯著影響，但對於滿意度則有正向的影響。而滿意度愈高則能有更高的口碑傳遞、有更多的重複購買行為意願。消費者則在網路口碑方面也是網路團購食品之參考依據，所以業者仍須建立好消費者之滿意度則能有更好的網路口碑，以及保留客源以增進消費者的重複購買行為意願。

關鍵字

網路團體購物 ； 知覺風險 ； 網路口碑 ； 滿意度 ； 重複購買行為意願

並列摘要

Since the internet is developed, trading behavior on the internet is increasing. The model of E-commerce is used to be B2C、B2B、C2B、C2C. However in recent years, there is a new trading behavior on internet called online group-shopping. It shows the people power on bargaining activities. Various types of items are sold on internet, and lots of people have great interest in purchase. Experiences of group-buying on food products are chosen for research in this study. There are certain risks for buying the food on internet. Some factors, like word of mouth and popularity, will be taken into consideration when doing so.
Research results show that perceived risk has no significant impact on repurchase intention, but satisfaction does. The higher satisfaction is, the better word of mouth is and the higher repurchase behavior intention is. Online word of mouth is a good reference for consumers' group-buying food on internet. So food companies have to promote satisfaction and then expect higher online word of mouth. The increase in repurchase behavior intention will thus be followed.

並列關鍵字

Online group-buying ； Perceived risk ； Online word of mouth ； Satisfaction ； Repurchase behavior intention

參考文獻

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