知覺風險、知覺價值及從眾效應與辦公室團購意願之相關研究–以高雄市國小教師團購意願為例

A Study of the Relationship among Perceived Risk, Perceived Value, Bandwagon effect, and Group-buying willingness of Elementary School Teachers in Kaohsiung City

孫瑛珍(Ying-Chen Sun)

指導教授 ： 陳秀芬 ； 劉旭冠

義守大學/管理學院/管理碩博士班/碩士(2014年)

https://doi.org/10.6343/ISU.2014.00088

摘要

團購是現今相當熱門的購物模式。在國小校園中，參與辦公室團購也成為相當普遍的活動之一。除了價格上的優惠外，影響國小教師參與辦公室團購意願應該尚有其他層面可以探討。本研究旨在探討高雄市國小教師的知覺風險、知覺價值、從眾效應與辦公室團購意願的現況，及不同背景變項下，高雄市國小教師知覺風險、知覺價值與辦公室團購意願的差異情形與關聯性。本研究採問卷調查法，以高雄市之公立國民小教師為研究對象，採分層叢集取樣方式進行調查。回收有效樣本共計441份，將其進行資料分析。根據分析結果，獲得以下結論。高雄市國小教師的知覺風險中，最重視「績效風險」，而在知覺價值中，最重視「人際關係利益」。不同背景變項高雄市國小教師知覺風險、知覺價值與團購意願是有部分差異的。高雄市國小教師的知覺價值與團購意願呈顯著正相關。高雄市國小教師的知覺價值與團購意願呈顯著的正向影響。從眾效應對高雄市國小教師知覺風險有調節作用，提高辦公室團購的意願。最後，根據本研究結果提出各項建議，以供相關產業、國小教師及後續研究之參考。

關鍵字

辦公室團購意願 ； 知覺風險 ； 知覺價值 ； 從眾效應

並列摘要

Group-buying is a popular shopping behavior nowadays; participating in office group-buying also becomes the most common event on elementary school campus. Beside the price discount which affects office group-buying willingness between elementary school teachers, there should be some other perspectives can also be discussed.The purpose of this research is not only to investigate current status of perceived risk, perceived value, bandwagon effect, and office group-buying willingness behavior between Kaohsiung elementary school teachers, but also to investigate the differences and relationship of perceived risk, perceived value, and office group-buying willingness behavior in different circumstances.This paper uses questionnaire method and takes public elementary school teachers in Kaohsiung as targets to finish this research in stratified cluster sampling. 441 valid samples have been collected and analyzed.Following assumptions are based on the analysis results. Elementary school teachers in Kaohsiung are not only think highly of performance risk in perceived risk, but also think highly of social relationship benefit in perceived value. Different backgrounds of elementary school teachers in Kaohsiung have some differences in perceived risk, perceived value, and group-buying willingness. Elementary school teachers in Kaohsiung showed significant correlation in perceived value and group-buying willingness. Elementary school teachers in Kaohsiung showed significant positive influence in perceived value and group-buying willingness. Bandwagon effect has moderating effect in perceived risk to elementary school teachers in Kaohsiung, and it also increased the willingness of office group-buying.Finally, this research provides suggestions as references for related industries, elementary school teachers, and further researches.

並列關鍵字

perceived risk ； perceived value ； bandwagon effect ； office group-buying willingness

參考文獻

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