影響消費者網路團購意向因素之探討

The Study of Factors Affecting Customer’s Online Group-Buying Intentions

陳柏翰(Bo-Han Chen)

指導教授 ： 鄭景華

國立屏東科技大學/管理學院/資訊管理系所/碩士(2012年)

https://doi.org/10.6346/NPUST.2012.00077

摘要

團購具有提高交易規模，與降低交易成本的優點。隨著網際網路的普及，網路團購逐漸在市場萌芽，成為零售業電子商務的新興交易方式。由於這種交易方式牽涉到素未謀面的多方，使其複雜度與不確定性高於傳統兩方直接面對面的交易方式，而升高交易的風險。除了規模效益的吸引之外，是什麼因素讓團購參與者在這種情況下仍願意團購呢？本研究認為參與者本身除了是不確定性因素的來源，同時也是創造團購交易成功的要素，因此特別從參與者的角度，來探討這個問題，並且探討情境因素的干擾作用。研究方式採用調查法，經由324份有效問卷的分析之後，本研究發現跟團者的特質與其團購的態度有因果關係，團購態度則會影響團購意向，而主購者的特質則會直接影響跟團者的團購意向。此外，跟團者的團購態度，則會受到團購情境的干擾。

關鍵字

主購者 ； 網路團購 ； 跟團者

並列摘要

With the economies of scale, group-buying has the advantages of transaction costs reduction. As the popularity of Internet, online group-buying came to develop in the markets and become a new transaction channel in the retail e-commerce. Due to such transactions involve multi-party who may have not worked together before, the complexity and uncertainty of online group-buying is heavier than that of traditional two-party direct face-to-face transactions. In addition to the attractiveness of economies of scale, what factors contribute to the participations in such conditions? This study suggests that the sources of uncertainties are caused by the participants, to whom the achievements are also due. As a result, it particularly explores the issue from the perspective of the participants. A survey is conducted, in which 324 valid samples are collected. After data analysis, the results show that there is a casual relationship between the characteristics of online group-buying followers and their attitudes toward online group-buying. Their attitudes have positive effects on their intentions to online group-buying. The characteristics of the initiators have direct effects on their intentions to online group-buying. Besides, the attitudes of followers are interfered by the situations of online group-buying.

並列關鍵字

Initiator ； Online Group-Buying ； Follower

參考文獻

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