主購之人格特質如何影響團購參與者決策？─台灣團購之研究

Do Initiator Characteristics Impact Member Decision: A Study of Online Group Buying in Taiwan

陳侑德(Yu-Te Chen)

指導教授 ： 陳宜棻

中原大學/商學院/國際經營與貿易研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200205

摘要

由於網路團購在近幾年的迅速發展，網路團購也逐漸成為了網路使用者最主要的社交活動及購買行為。在網路團購的網站上，使用者可以透過資訊分享來獲得以量制價的產品優惠。本研究目的在於探討如何解釋網路團購使用者的主購與參與者之間的關係，並且從主購的特質（誠實、能力、善意以及名聲）與參與者對於主購的信任間之關係來深入探討。本研究是根據網路團購網站所收集到的61名主購與688名參與者的樣本資訊，並且以二階層的線性階層模式來解釋兩者間���關係。此外在主購與參與者兩者的層級要素之間有顯著的關連性，像是主購的人格特質：誠實、能力、善意與名聲對於參與者的信任程度之間具有相當程度的解釋能力。最後，本研究證明主購的特質對於參與者的信任程度與購買意願皆具有正向關係，並且更進一步討論研究意涵以及未來研究方向。

關鍵字

購買意願 ； 網路團購 ； HLM

並列摘要

In recent years, online group buying has enjoyed fast-growing popularity, and it becomes a major component of Internet user social lives and shopping activities. Many users share information and obtain the benefit of quantity discount in online group buying website. The current study sought to examine the relationships between members and initiators in such online group buying website using a number of variables to describe the initiators (i.e., integrity, competence, benevolence, and reputation) and the members (i.e., trust). Based on a sample of 688 members and 61 initiators in online group buying website, the research demonstrated the use of a two-level hierarchical linear modeling (HLM) to examine the relationships of online group buying initiator and members, appropriately adjusted for a nested structure. The results indicated that members who engage in higher levels of purchase intention in online group buying are more likely to find initiators who have ability and respond to the members. Furthermore, initiator- and member -level factors were significantly associated with initiator characteristics: integrity, competence and benevolence explained within-online group buying variance while member trust explained between-online group buying variance. Finally, initiator characteristics demonstrated positive effects on both member trust and purchase intention. The study further discussed the implications of these findings, offering direction for future research.

並列關鍵字

HLM ； online group buying ； purchase intention

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