資訊揭露、信任、搜尋成本對網路團購意願之實證研究

網路團購是新興的團購模式，網路團購的交易商機及成長潛力更不容小覷。因此，許多業者紛紛建置各式團購網站平台以搶佔一席之地。然而，檢視過去有關網路團購的文獻發現，許多文獻在探討網路團購的動機、影響網路團購的因素與網路口碑效應等，較少文獻從資訊揭露的角度出發來探討搜尋成本、信任與團購意願之間的關係。因此，本研究以問卷調查法來深入探討團購網站的資訊揭露對於使用者的搜尋成本、信任與其團購意願之間的相互關係。在資料蒐集部份，本研究採取立意抽樣方式，問卷發放的研究對象則以曾購買過團購網站商品或服務的顧客為對象，問卷發放的方式係透過網路問卷方式，總計回收有效問卷201份。研究結果顯示團購網站之資訊揭露對於節省消費者的搜尋成本與團購的意願皆有顯著的正向影響；信任對於節省消費者的搜尋成本與團購的意願皆有顯著的正向影響；而節省消費者的搜尋成本對團購意願亦具有顯著的正向影響。最後，本研究提出提升消費者團購意願的具體建議，以供團購網站業者做為未來行銷策略之參考。

關鍵字

網路團購；資訊揭露；信任；搜尋成本；團購意願

並列摘要

Online group-purchasing is a new way of shopping that should not be underestimated due to the business opportunities and potential growth it offers. Therefore, they are many business operators who are interested in building online shopping platforms to seize the market. After a review of literature on online group-purchasing, it was found that most studies have revolved around the motivations, influencers, electronic word of mouth in the online group-purchasing activities. There are still few studies on search cost, trust and purchase intention from the perspective of information disclosure. This research applied the purposive sampling to collect the data from respondents who have experiences in buying products and services through the group-purchasing websites. The questionnaires were distributed via Internet and a total of 201 valid questionnaires have been withdrawn. The results showed that information disclosure on the group-purchasing websites has a positive influence on saving search costs, promoting the purchase intention and enhancing customer’s trust. Saving searching costs also has a positive influence on customer’s purchase intention. Finally, this study offers concrete suggestions to enhance customers' group-purchasing intention and provides marketing strategies to the online group-purchasing industry for future reference.