影響中部地區消費者合購行為之研究

A Study on the Group-Buying Behaviors of Consumers In Central Taiwan

黃予杉(Yu-Shan Huang)

指導教授 ： 羅鳳恩

亞洲大學/管理學院/國際企業學系碩士在職專班/碩士(2011年)

摘要

影響中部地區消費者合購行為之研究
摘 要
本論文研製之摘要，隨著科技的發展，網際網路的使用人口增多，根據資策會調查資料顯示，2009年台灣網路購物市場達2,430億，網路購物和網路拍賣因為價格優勢，已漸漸為多數人所接受，近年來更興起一種消費者集體訂購同項商品的合購方式，不少消費者以「省錢」為目的購買產品，因此興起了一種線上合購的購物模式。
以往合購的文獻並不多，本研究以中部地區消費者為研究對象，且以中部地區消費者的個人背景變項為主要變數，探討中部地區消費者合購行為的現況與差異分析。合購意願、合購動機及合購阻礙為消費者合購行為之三個面向。2011年3月21日至4月14日以便利隨機抽樣方式對中部地區親朋好友發放問卷，共發出500份問卷，得有效問卷424份，有效回收率為84.8％，有效問卷率為84.8％。本研究結果如下:
1.受訪者個人基本資料會影響其合購意願、合購動機及合購阻礙，受訪者個人基本資料為性別、年齡、教育程度、及職業。
2.男性受訪者比女性受訪者會為了「省時」及增加「人際互動」關係而參加合購。
3.受訪者合購意願會影響其合購動機。
最後本研究結論提供線上合購網站的經營者建議，針對中部地區消費者之合購動機及合購阻礙，擬定線上合購行銷策略，以有效提高消費者參與線上合購的意願。

關鍵字

合購 ； 合購意願 ； 合購動機 ； 合購阻礙 ； group buying

並列摘要

A Study on the Group-Buying Behaviors of consumers In Central Taiwan

ABSTRACT
A procedure is with the development of technology, the number of Internet users is booming up. According to a survey conducted by Institute for Information Industry (2009), the result shows the profit of the online shopping markets has been up to 243 billion dollars in 2009. Due to its price advantages, online shopping and online auctions are well-accepted by the public. Even more a new shopping model -- online group buying -- has been developed quickly in recent years mainly because the buyers want to “save” more money.
Previous studies related to group-buying are not much. The objective was to study the relationships between the demographic data of the consumers and their group-buying behaviors. There are three aspects in the study: group-buying motivation, group-buying constraints, and group-buying intentions. Five hundred people from central Taiwan were selected in this cross-sectional, descriptive study by using a structured questionnaire. Four hundred and twenty-four valid data were used to analyze as the results, the valid corresponding rate was 84.8%. The surveys were conducted during the period of March 21 to April 14, 2011. The results of this study were the followings:
1.The demographic data of the surveyed consumers’ influenced their group-buying motivations, group-buying constraints and group-buying intentions; genders, ages, education and occupations were the demographic data of the surveyed samples.
2.Comparing to female surveyed consumers, “save more money” and “people’ mutual interaction” were males’ purchase motivations to join group-buying.
3.The surveyed consumers’ group-buying intentions influenced their group-buying motivations.
According to the findings of this research, it is suggested to depend on the central Taiwan consumers’ purchase motivations and purchase constraints to generate sales strategies for the on-line shoppers to increase consumers’ group-buying intentions.

並列關鍵字

group-buying intention ； group-buying motivation ； group-buying constraint

參考文獻

13.林碧霞(2007)。品牌形象及產品之勢對購買意願之影響—價格折扣干擾效果之探討。

1.王玫晴（2006）。線上合購之消費者價值認知結構。未出版之碩士論文，國立成功大學，台南市。

2.王姿云(2009)。組織氣候、自我效能、預期成果對知識分享意圖與行為之影響—以社會認知理論探討。未出版之碩士論文，國立成功大學，台南市。

10.阮媺涵(2009)。以社會認知理論觀點探討社會支持及社會資本對知識分享行為之影響。未出版之碩士論文，國立成功大學，台南市。

15.郤瑞育(2008)。從眾行為與網路合購之行為研究。未出版之碩士論文，國立交通大學，新竹市。