知覺風險、從眾行為與顧客參與度對團購意圖影響之研究-以團購為例

線上團購已成為現今新型的消費型態，讓消費者以量制價，還可自由選擇加入團購社群，使得消費者能隨時隨地關注團購商品，以及與社群中的親友們互相分享訊息、討論團購議題，因此在團購中消費者能夠以大量折扣價購買產品，賣方則能夠保留現有客群並吸引新客群，此交易模式下使參與的雙方創造了價值。本研究為探討影響消費者團購意圖的因素，以知覺風險、從眾行為、顧客參與度、團購意圖等構面建立模型，並且著重討論顧客參與度是否具有中介效果的影響。研究對象為曾經有參與過相識的親朋好友等發起團購活動的消費者。主要以便利抽樣進行網路問卷的調查方式，以有團購經驗的消費者，協助轉發給其他有團購經驗的親朋好友，共計發放487份，剔除填以相同答案、不盡完整以及過去半年未曾參與團購活動者等情形的無效問卷，共245份，總計有效問卷為242份，有效問卷回收率50.30%。結果顯示知覺風險對顧客參與度及團購意圖均顯著負向影響，因此消費者團購時所產生的知覺風險，容易降低顧客參與及團購意圖的行為；從眾行為對顧客參與度及團購意圖均顯著正向影響，因此消費者對於團購資訊不足或缺乏相關知識的情況下，親友們的評論或推薦會影響消費者的顧客參與度與團購意圖。並且本研究發現顧客參與度具有完全中介效果，代表知覺風險與從眾行為均可以透過顧客參與度影響團購意圖，這說明在團購組織中，建議可以多重視消費者的顧客參與度，增強消費者的顧客參與度是實務商業應用上非常值得著手與探討如何執行的議題。

關鍵字

團購；知覺風險；從眾行為；顧客參與度；團購意圖

並列摘要

Online group purchasing has become a new consumption pattern. Consumers can enjoy lower prices with quantity and choose to join any group purchasing groups so that they can know about group purchasing items anytime anywhere, share information with group members, and discuss group purchasing topics. Therefore, through group purchasing, consumers can enjoy significant discounts and businesses can retain existing customers and attract potential customers. Such a trading mode creates a win-win result for both parties. This study aims to discuss the factors influencing consumer intention for group purchasing and built a model in respects of perceived risk, herding behavior, customer involvement, and group purchasing intention. This study explored whether customer involvement has a mediation effect. Research subjects were consumers who participated in group purchasing activities initiated by friends or relatives. This study applied the convenience sampling and carried out an online questionnaire survey by distributing questionnaires to consumers who have group purchasing experience and encouraging them to distribute questionnaires to their friends and relatives who also have group purchasing experience. A total of 487 questionnaires were distributed. After invalid questionnaires, which contained same answers or incomplete answers, or completed by participants who had no group purchasing experience in the past six months, were removed, there were 245 questionnaires. The valid questionnaires were 242, for a valid return rate of 50.30%. According to the research result, perceived risk has significant negative effect on customer involvement and group purchasing intention. Therefore, perceived risk generated during group purchasing tends to reduce customer involvement and group purchasing intention; herding behavior has significant positive effect on customer involvement and group purchasing intention. Therefore, a consumer has inadequate group purchasing information or lacks related knowledge, the consumer’s customer involvement and group purchasing intention are affected by the comments or recommendations of his/her friends or relatives. In addition, this study found that customer involvement has a full mediation effect, which indicates that perceived risk and herding behavior can affect group purchasing intention through customer involvement. This demonstrates that greater importance can be attached to customer involvement in group purchasing organization. Enhancing customer involvement is an important topic in practical commercial applications.

並列關鍵字

Group Buying ； Perceived risk ； Conformity behavior ； Customer engagement ； Purchase intention

參考文獻

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知覺風險、從眾行為與顧客參與度對團購意圖影響之研究-以團購為例

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