結合團體沉浸和期望確認理論以探討個人團購滿意度之影響因素

The Influence of Group Flow on Individual's Group-Buying Satisfaction

孫敏睿(Min-Jui Sun)

指導教授 ： 陳冠欽 ； 洪新原

國立中正大學/管理學院/資訊管理學系/碩士(2013年)

摘要

團體沉浸是以成員間的互動，產生愉悅感來達成沉浸狀態，適合用來探討團購消費者間的互動關係，因此本研究將團體沉浸之觀點引進團購研究。本研究以期望確認理論為基礎，並結合團體沉浸來探討對於消費者團購滿意度與持續購買意圖的影響。透過問卷調查來進行實證研究，研究對象為團購消費者，共得到215份有效樣本，隨後我們利用結構方程模式進行資料分析。研究結果顯示消費者確認與團體沉浸對於團購滿意度，以及團購滿意度對於持續購買意願皆有正向影響；知覺績效會受期望與團體沉浸的影響，也會影響消費者確認。最後，我們提出學術上與實務上建議，提供利害關係人參考。

關鍵字

滿意度 ； 期望確認理論 ； 團體沉浸 ； 團購

並列摘要

When the customers do more interactions in group-buying, they will more likely reach the group flow state. Furthermore, their satisfaction can be increased. To understand the influence of group flow on individual’s satisfaction and re-purchase intention in group-buying, this study developed the research model based on group flow theory and expectation confirmation theory. A survey was conducted and questionnaires were distributed to group-buying customers. Two hundred and fifteen usable responses were collected. Structural equation modeling was used to analyze the data. The results indicated customer confirmation and group flow positively affect satisfaction and further positively affect re-purchase intention. Perceived performance is affected by expectation and group flow, and further affects confirmation. Finally, academic and managerial implications from the findings are also provided.

並列關鍵字

Customer Satisfaction ； Expectation Confirmation Theory ； Group Flow ； Group-Buying

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