消費者網路團購動機、網路涉入、產品涉入對休閒體驗之研究-以團購網站為例

A Study of the Effect of Consumer''s Internet Group Buy Motivation, Internet Involvement and Product Involvement on Leisure Experience- An Example of Websites for Group Buy

吳家祺(Chia-Chi Wu)

指導教授 ： 朱瑞淵

朝陽科技大學/管理學院/休閒事業管理系/碩士(2011年)

摘要

近年來，科技的進步，選擇參與網路團購的消費者愈來愈多，也有愈來愈多的消費者把網路團購當成一種休閒活動，所以參與網路團購的消費者究竟會得到哪些休閒體驗或其它影響因素為本次探討的議題。為此，本研究從網路團購動機、網路涉入、產品涉入來探討對其休閒體驗之影響。
本研究以台灣四大團購網站的消費者為對象，採便利抽樣方式進行問卷調查，共回收460份問卷，有效問卷433。結果顯示受訪者中以女性佔絕大多數；年齡層大多集中在26-35歲；婚姻狀況以未緍較多；在職業分佈上，受訪者以服務業居多；在教育程度分佈上，受訪者以大學或專科學歷較多；在每月所得分佈上，則以20,001元~30,000元為較多。此外，受訪者的網路團購動機、網路涉入、產品涉入與休閒體驗皆為中上程度認同，其中在網路團購動機構面中以「變化」動機程度較高；在網路涉入以「網路對我來說是需要的，所以我會投入較多時間上網」；在產品涉入以「團購產品資訊對我來說是令人重視的，所以我會投入較多時間蒐集」；在休閒體驗構面中以「自由感」感受較佳。經由迴歸分析顯示，網路團購動機、網路涉入、產品涉入對休閒體驗有顯著差異，其中網路團購動機、網路涉入、產品涉入對休閒體驗皆有顯著正向影響。
在受訪者社經背景對其網路團購動機、網路涉入、產品涉入有部分顯著影響，其中受訪者之性別、年齡、職業、每月所得對網路團購動機有顯著影響；受訪者之年齡及緍姻狀況對其網路涉入有顯著影響；受訪者之年齡對其產品涉入有顯著影響。
因此，本研究建議商家利用網路工具，吸引更多消費者參與網路團。再由團購活動建立的知名度，增加產品曝光的機會和網路團購的娛樂效果。

關鍵字

購買動機 ； 網路團購 ； 休閒體驗 ； 產品涉入 ； 網路涉入

並列摘要

In these years, with change in environment and development of science and technology, consumer''s who intend to participate in internet group buying are getting more and; meanwhile, the consumer''s perceive internet group buying as a kind of leisure activity are more than even. So, what leisure experience the consumer''s participating in internet group buying have got and what will be the most effective factors in the event of internet group buying are the topics of this research. Basically, this thesis studies the effects of leisure experience from purchase motivation, internet involvement and Product Involvement.
The population of this research includes the consumer''s of the four main groups of internet group buying in Taiwan. We get 433 available samples from 460 ones under simple random sampling. The descriptive statistics shows: form the gender, women occupy the most part of the samples; from the age, 26-35 level is the main group; from the marriage, single consumer’s dominate the major; from the occupation, consumer’s working in service industry are the most; from the education, consumer''s with a college degree are the most; form the income per month, 20001~30000 level is the major part. In addition, the average scores in internet involvement, purchase motivation, product Involvement, and leisure experience are above the middle level; the “variation “factor in the purchase motivation is on a higher level. In product involvement, ”For me, the information about internet group buying is vital so I will spend more time gathering it.”; in leisure experience, “the sense of freedom “is better. In regression analysis, purchase motivation, internet involvement and product Involvement are significant; furthermore, they cause the positive effects for leisure experience.
In addition, the background of observations causes the partially obvious effects in purchase motivation, internet involvement and Product Involvement, especially in the classification of gender, age, occupation, and income per month. In internet involvement, age and marriage are significant; In product Involvement, age is significant.
According to the result of this research, we recommend that companies shall attract more consumer''s to attend Internet Group Buying by the applications on the Internet. Then, the companies can increase the popularity of their products and enhance the effect of Internet Entertaiment by Internet Group Buying.

並列關鍵字

Internet Group Buying ； Purchase Motivation ； Product Involvement ； Internet Involvement ； Leisure Experience

參考文獻

Philip Kotler & Garry Armstrong，1999，行銷學，張逸民編譯，初版，華泰文化事業股份有限公司，台北。

李來錫、謝明晃（2006）。社群信任、產品涉入與認知風險對於虛擬社群購買動機之影響研究。行銷評論，3（2），149-168。

吳守從(2007)。瑜珈運動者之參與動機與活動體驗研究。運動知識學報，4，40-56。

林雅平、蕭銘雄、康桓甄、韓文仁(2008)。不同涉入程度下企業贊助形式對品牌權益及購買意願影響之研究。管理實務與理論研究，2(4)，123-142。

洪宇慶、廖壯偉(2008)。運動觀賞者涉入程度與球隊認同感對忠誠度之研究－以超級籃球聯賽觀眾為例。運動休閒產業管理學術研討會論文集，(2)，314-326。