團購網的網站品質對推薦意圖影響之研究－網路享樂體驗與網站認同的中介效果

THE EFFECT OF WEB QUALITY ON RECOMMENDATION INTENTION OF GROUP BUYING SITES: THE MEDIATED MEDIATION EFFECT OF WEB HEDONIC EXPERIENCE AND WEB IDENTITY

劉秀雯(Hsiu-Wen Liu) ； 余朝權(Chao-Chuan Yu)

《品質學報》 23卷2期 (2016/04) Pp. 117-142

https://doi.org/10.6220/joq.2016.23(2).03

摘要

團購網站如何提升消費者的推薦意圖是重要的經營課題，過去許多網站設計與網站服務品質的研究多以網站實用性的角度出發，而行銷的研究多採用資訊處理的觀點，忽略了消費者對網站享樂體驗的心理需求。本研究從享樂性體驗的觀點發展網站 享樂體驗的量表並根據訊號理論與刺激－有機體－反應理論架構建立相關假說。透過實證研究的方式，本研究針對具有團購消費經驗的受訪者進行研究，共蒐集有效樣本483份。研究結果確認本研究提出之網站品質對推薦意圖影響的三條路徑：(1)外在客觀價值路徑：網站品質直接影響推薦意圖；(2)內在認同感受路徑：網站品質可透過顧客的網站認同的中介效果間接影響推薦意圖；(3)內在享樂體驗路徑：網站品質可透過網站享樂體驗與網站認同的中介歷程效果間接影響推薦意圖。最後討論本研究的管理與實務意涵。

關鍵字

網站享樂體驗 ； 網站品質 ； 網站認同 ； 推薦意圖

並列摘要

How to improve consumers' recommendation intention through users' social network is an important issue for online group buying sites. Most of previous studies provided useful information about web quality and online WOM effect, little work has been published on how hedonic experience and web identity mediated the effect of web quality on individuals' recommendation intention in group buying sites. This study develops web hedonic experience measure, and investigates the mediation effect of website hedonic experience and web identity on the effect of website quality, in relation to recommendation intention. Based on survey data from 483 experienced customers, the result confirms the three paths for the effect of web quality to recommendation intention: (1) the extrinsic value path: web quality has a direct effect on recommendation intention; (2) the intrinsic value path with regard to emotion: website identity serves as a mediation effect on the effects of website quality on recommendation intention; (3) the intrinsic value path with regard to hedonic experience: website hedonic experience and website identity also serves as the mediated mediation effect on the effects of website quality on recommendation intention. Theoretical and practical implications are also discussed.

並列關鍵字

website hedonic experience ； website quality ； website identity ； recommendation intention

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