探討交易成本與誘因機制對合購網站之顧客價值與使用意願之影響

Transaction Cost, Incentive Mechanism and Customer Value for Group Buying Websites

李家瑩(Chia-Ying Li) ； 馮堯桐(Yiu-Tung Fung) ； 林信安(Hsin-An Lin)

《行銷評論》 9卷2期 (2012/06) Pp. 181-202

https://doi.org/10.29931/MR.201206.0003

摘要

線上合購模式為現今熱門的線上購物模式之一，然而以往合購文獻多以假設價格為消費者參與合購之唯一動機，而本研究以網站品質、交易成本、誘因機制、顧客價值、信任、需求外部性、及使用意願為研究合購網站的構面，採用問卷調查蒐集資料，總計回收293份，並以PLS分析進行假設驗證。研究結果發現消費者使用合購網站時，網站品質與誘因機制時對交易成本呈現正向影響，交易成本對於顧客價值產生負向影響。此外，網站品質與誘因機制時會對顧客價值產生正向影響，最後顧客價值、信任與需求外部性因素會對使用意願產生正向影響。

關鍵字

網路合購 ； 信任 ； 顧客價值 ； 使用意願

並列摘要

Group buying is one of the popular online shopping behaviors. However, most studies discussed it only from the viewpoints of price. This paper integrates the factors influencing online shopping behavior in group buying websites. The research results are shown as follows: (1) website quality and incentive mechanism have significant effects on the transaction cost; (2) website quality have significant effects on the incentive mechanism; (3) website quality and incentive mechanism have significant effects on the customer value; (4) customer value, trust and demand externality have significant effects on the purchasing intention.

並列關鍵字

group buying ； customer value ； trust ； purchasing intention

參考文獻

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