以社交、地方、節慶觀點探討網路團購之持續使用意圖

近年來，一種新興的電子商務模式成為了大家熱烈討論的話題，那就是網路團購（或稱為合購）。根據資策會產業情報研究所2010年的統計，2009年只有11%的網友使用網路團購，2010年倍數成長至22.3%，換句話說，每5個網友中至少就有1個人使用過網路團購。然而，儘管網路團購捧紅了許多話題商品，使用率也不斷成長，在這團購熱潮之下，仍然存在著相當值得注意的問題。新型態半價團購Groupon以超低價格和精美的行銷文案，將團購熱潮推向另一股高峰，席捲全球，類似的半價團購網站也如雨後春筍般出現，但看似風光的背後，也出現不少質疑聲浪。許多跡象顯示，Groupon帶來的熱潮可能正在衰退。而帶起台灣團購熱潮的批踢踢合購板，即使商品價格的折扣遠不如半價團購，其人氣依然沒有下滑的趨勢。因此本研究推論，價格或許會吸引使用者開始參與網路團購，但不會是他們持續使用的主要動機，半價團購所缺乏的社交互動、文化、地方情感等因素才是他們持續使用的主要驅動力。本研究以資訊系統持續使用模式為基礎，加入「社交性」、「認知風險」、「節慶動機」、「地方感」、「知覺有趣性」等構念。研究結果指出，傳統網路團購除了「認知風險」對「知覺有用性」的影響不顯著之外，其餘假說皆成立；「社交性」和「節慶動機」會影響「知覺有用性」，進而影響「持續使用意圖」；「地方感」則會影響「知覺有趣性」，進而影響「持續使用意圖」。在半價團購方面，除了「節慶動機」對「知覺有用性」的影響依然顯著之外，上述假說皆不成立。此外，傳統網路團購在「社交性」、「地方感」、「知覺有用性」、「知覺有趣性」、「確認性」、「使用者滿意度」、「持續使用意圖」的平均數都顯著高於半價團購。

關鍵字

網路團購；持續使用；社交性；節慶動機；地方感

並列摘要

In recent years, a new form of electronic business has become a highly discussed topic, which is the online group purchase. According to statistics reported by Market Intelligence and Consulting Institute in 2010, only 11% of internet users made online group purchasing in 2009, and the number grew exponentially to 22.3% in 2010. In the other words, of every five internet users, one person has used online group purchase. However, even though online group purchase has famed several topical products and the percentage of usage has increased, under this group purchasing fever, some questions still need to be pay attention to. Half-priced group purchase, "Groupon," pushes this fever to another peak by low prices and promoting projects, and many similar websites have sprung up. Nevertheless, some opposite voices are still behind the spot light. Many signs show the fever that Groupon had brought may be receding. On the contrary, the group purchasing fever brought up by BuyTogether Board in PTT has not lost its popularity, even though the product''s discount cannot compete with half-price group purchase. Therefore, this study concludes that the price may attract users to join internet group purchase, but that will not be their primary reason for continue using it. Lacking in Half-priced group purchase, the elements of Social interaction, culture and sense of place are users'' main motivations to use continuously. This study is based on the IS continuance model, joined with the concepts of "sociability," "perceived risk," "motivation of festival," "sense of place," and "perceived playfulness." The result of this study shows: other than the inconspicuous influence of "perceived risk" on "perceived usefulness", other hypotheses of traditional online group purchase are true; "Sociability" and "motivation of festival" can affect "perceived usefulness," and later on affect "continuance intention." "Sense of place" affects "perceived playfulness" and then "continuance intention." On half-priced group purchase, other than the conspicuous influence of "motivation of festival" on "perceived usefulness", other hypotheses are still not true. Furthermore, traditional online group purchase has relatively higher average than half-priced group purchase on "sociability," "sense of place," "perceived usefulness," "perceived playfulness," "confirmation," "satisfaction," and "continuance intention."

並列關鍵字

online group purchase ； continuing usage ； sociability ； motivation of festival ； sense of place

參考文獻

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[9] Bhatnagar, A., Misra, S., & Rao, H. R. (2000). On risk, convenience, and internet shopping behavior. Commun.ACM, 43(11), 98-105.

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以社交、地方、節慶觀點探討網路團購之持續使用意圖

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