由於網路購物風氣的成熟,促使一種嶄新的購物模式誕生,可以稱之為「網路團購」。而此模式為一群具有相同購買需求的消費者,聚集在同一網路帄台,透過網路群體的力量來與廠商議價,達到設定的目標後即可獲得降價或優惠。 近幾年網路的便利性讓消費者可以在購物前迅速的搜尋資料,以作為購物的參考,而A.C. Nielsen更於「2009年全球網路消費者調查報告」指出,約有70%的消費者相信網友在網路上發表的意見與評價,由此可知網路口碑在消費者的購物決策中具有一定的影響力,並且形成一股新的潮流。 消費者在網路團購前,對於結果擁有高度不確定性,所以人們會依賴網路口碑,增加自己對此購買決策的信心。而消費者的產品涉入程度對於產品相關的搜尋能力又有所差異,所以會受到不同的口碑說服效果的影響,進而影響到團購意圖。 而過去研究較少以消費者個人態度觀點來切入思考網路團購與口碑的關係,故本研究以曾有過網路團購經驗的消費者為研究對象,驗證網路口碑與網路團購的影響因素,以及此兩者對於口碑說服效果與團購意圖關係之交互影響。並使用AMOS及SPSS軟體以結構方程式(Structural Equations Model, SEM)分析方法進行實證研究。主要研究發現有: 1. 口碑來源可信度、口碑傳播者與接受者間的關係強度以及口碑內容會正向影響網路口碑說服效果; 2. 消費者對團購商品的價格意識與團購知覺風險會負向影響網路團購意圖,而主購可信度會正向影響網路團購意圖; 3. 產品涉入會干擾網路團購因素的影響力及網路口碑說服效果對網路團購意圖的影響。
Due to a growing number of online shoppers, it creates a new shopping behavior: online collective purchasing. Consumers in the same internet platform would consolidate similar demands and buy together in order to achieve the goal of reducing sale price and getting benefit. For the past few years, because of the convenience of internet, consumer could quickly search information to be the reference of shopping. According the research of A.C. Nielsen, it could be seen an influence of electronic word-of-mouth on consumer shopping decisions and creating a new trend. Before online collective purchasing, consumers had a high uncertainty. So more people would rely on electronic word-of-mouth, increase their confidence in purchase decision. The product involvement causes difference in consumer’s search capability; so that it would be influenced by different level of word-of-mouth’s persuasive effect, and furthermore affecting the collective purchasing intention. The sample subjects of this study are consumers have online collective purchasing experience. Moreover, we employ the Structural Equations Model method to investigate the moderating effects of electronic word-of-mouth’s persuasive effect and online collective purchasing intention. After the analysis, we found are: (1) source credibility, tie strength and the content of word-of-mouth have positive association with the persuasive effect of electronic word-of-mouth. (2) price consciousness and perceived risk have negative association with online collective purchasing intention, however, trust in initiator has positive association with it. (3) product involvement moderates the relationship between the persuasive effect of electronic word-of-mouth and online collective purchasing intention.