資訊推薦方式對網路團購意願影響之研究

The Influence of Information Argument Form on Online Group Buying Intention

王肇祺(Wang, ChaoChi)

指導教授 ： 吳英隆 ； 王蕙芝

國立中正大學/管理學院/資訊管理學系/碩士(2012年)

摘要

網路團購在台灣及全世界快速成長，但目前的相關研究多從經濟模型預測最適定價的角度來探討，卻忽略的消費者決策過程的討論。本研究擷取行銷學中的廣告溝通理論，從產品推薦策略中的論證模式，探究該推薦策略的設計將如何影響與消費者對於不同類別商品所感受到的價值，進而增進其網路團購的意願。本研究採用實驗室試驗法，根據120名國立大學學生與研究生組成的樣本，針對不同的推薦方式(純推薦與推薦加上資料及支持)，搭配不同的商品類別(功利型商品與享樂型商品)，進行2X2的實驗。研究結果發現，無論消費者面對何種類別之商品，推薦加上資料及支持的商品推薦方式，對於消費者所產生的感受價值，都明顯高過純推薦的推薦方式，並影響消費者們加入網路團購的意願。

關鍵字

論證模式 ； 感受價值 ； 功利型商品 ； 享樂型商品 ； 網路團購意願

並列摘要

Online Group buying grows rapidly in Taiwan and worldwide. However, existing studies mainly focused on using the econometric model to predict the best price discount. Few have explored this important topic from the lens of consumer decision making process. This study applied the marketing theory of communication strategy and aimed to test how consumers’ intention to join the online group buying may be influenced by argument forms of the online recommendations provided at the webstore via the lens of perceived value on different types of product. Base on 120 students from one of the national universities, this study have utilized the 2X2 laboratory experiments base on two different recommendation strategies (recommend and recommend with data and warrant), and two product categories (utilitarian and hedonic). Findings indicated that regardless the product category, the recommend with data and warrant would best shape consumers’ intention to join the online group buying.

並列關鍵字

Argument Form ； Perceived Value ； Utilitarian Product ； Hedonic Product, ； Online Group Buying Intention

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