線上合購知覺風險與對發起人之信任的前置因素與結果 －買方與發起人之關係和產品涉入的干擾作用

ANTECEDENTS AND CONSEQUENCES OF PERCEIVED RISK AND TRUST ON INITIATOR IN ONLINE GROUP BUYING—THE MODERATING EFFECTS OF BUYER-INITIATOR RELATIONSHIP AND PRODUCT INVOLVEMENT

劉晏伶(Yen-ling Liu)

指導教授 ： 孫碧娟

大同大學/經營設計學院/事業經營學系所/碩士(2010年)

摘要

近年來由於電子商務的蓬勃發展加速了台灣線上購物市場的成長，線上合購成為一種新興線上購物方式，其利用網路平台將消費者的需求聚集，並採用以量制價的方式使消費者有購物的優勢。然而，因線上合購的環境具有不確定性及風險，因此對發起人的信任是非常重要的因素，又線上合購消費者與發起人的關係已經不再侷限於親友間的網絡而已，且合購的產品也因聚集不同消費者的需求而逐漸朝向多元化的特色，因此瞭解消費者對參加線上合購的意圖及影響因素，對發起人而言是很重要的課題。
本研究以曾經參加過線上合購的消費者為研究對象以五個影響線上合購發起人之信任度與知覺風險的前置因素（名聲、互動性、個人信任傾向、不確定性的容忍度及主觀規範）探討其對發起人之信任與知覺風險的影響，及瞭解知覺風險對發起人信任的影響進一步探討兩者對再次參與此發起人之合購意圖的影響。並以買方與發起人之關係及產品涉入做為干擾變數。
本研究實證結果顯示發起人名聲、發起人互動性、個人信任傾向、不確定性的容忍度及主觀規範均有助於提升消費者對發起人之信任。對知覺風險的影響上，僅互動性能有效降低知覺風險。且本研究發現買方與發起人關係的不同會影響知覺風險對發起人之信任，且發起人之信任比知覺風險對再次參與此發起人之合購意圖的影響來的高。本研究亦發現當發起人與消費者彼此不認識或其有較高的產品涉時入，若發起人名聲越好，則更會對發起人有較多的信任，且當發起人與消費者互動頻繁時，亦更能有效降低知覺風險。

關鍵字

買方-發起人關係 ； 知覺風險 ； 信任 ； 線上合購 ； 產品涉入

並列摘要

In recent years, the booming development of the electronic commerce has been accelerating the growth of Taiwan's online shopping market. Online group buying is a new way of online shopping, based on the network platform to aggregate buyers’ needs, and to obtain the benefit of quantity discount. However, trust on initiator has become an important factor because it is uncertain and risky in the context of online group buying. Besides, the buyer-initiator relationship was no longer confined to family as well as friends, and buyers could buy a variety of products by aggregating other buyers’ demands. Hence, for initiators of online group buying, the key issues are to understand the factors which affect intentions of attending online group buying.
The participants of this study are those who have experiences of attending of online group buying. Five antecedents (such as reputation, interaction, disposition to trust, uncertainty avoidance and subjective norm) of perceived risk and trust on initiator examined, and in turn the impacts of trust on initiator and perceived risk upon intention of attending online group buying were tested. The influence of perceived risk upon trust on initiator was also included in the model. Buyer-initiator relationship and product involvement were considered as moderators in this research model.
The empirical result of this study shows that there are significantly positive effects of reputation, interaction, disposition to trust, uncertainty avoidance and subjective norm upon trust on initiator. On the other hand, only interaction is able to reduce perceived risk. Furthermore, this study finds that the buyer-initiator relationship influences trust on initiator, and trust on initiator has stronger impact on intention of attending online group buying than perceived risk. This study also proves that when buyer and initiator are unfamiliar with each others or buyers have higher product involvement, the effect of perceived reputation upon the trust on initiator will be stronger, and the effect of buyer-initiator interaction on reducing risk will be stronger, too.

並列關鍵字

Buyer-Initiator Relationship ； Trust and Perceived Risk ； Online Group Buying ； Product Involvement

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