影響網路團購再購意願因素之研究

Factors Influencing on the Repurchase Intention in the Online Group Buying Environment

林淑婉(Su-Wan Lin)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2010年)

摘要

由於網際網路技術的發展、社會風氣的形成與網路購物機制的成熟，使得參與網路購物的人口已逐漸增多， 為商業交易模式與行為新闢了別於以往的銷售通路和購物的方式。網路虛擬社群的成立，不論食、衣、住、行、育、樂各式各樣的商品，消費者可以24小時不受時空限制的購物，大至如房屋，小至民生日用品，如此更增加消費者對網購市場的依賴度。尤其是在經濟不景氣與宅經濟興起的現在，集眾人力量獲得與店家談判價格的空間，一起購買相同的商品，創造更大的議價能力空間，共同達到降低售價的目的，所以網路團購越來越受網友的歡迎。有云：「利小、量大，利不小」，網路團購模式正符應這一商業特性，為了因應網路團購消費的興起，許多業者也很聰明的做出反應，設定很多可以加入團購銷售的商品或模式。

本研究針對台灣網路團購消費者的再購意願進行研究，從消費者人格特質、知覺風險、顧客滿意此三個面向，探討其對網路團購再購意願的影響。研究結果顯示，消費者的人格特質差異，對顧客滿意程度有正向直接的影響，人格特質透過顧客滿意，對再購意願有正向間接的影響；人格特質中又以具有勤勉正直、外向性及經驗開放性的特質，其認知本身顧客滿意的程度愈高；人格特質對再購意願行為無顯著的影響；知覺風險對人格特質、顧客滿意與再購意願皆不顯著。顧客滿意對於再購意願有正向直接的影響，而顧客滿意中又為消費者較為重視的指標變數，依序分別為：個人因素、服務因素、情境因素、產品因素。所以建議企業或團購網站經營者，可從不同消費者的人格特質，來提升網路團購顧客滿意的面向著手，做為其擬訂行銷策略時的參考，以提高其行銷效果並增加利潤。

關鍵字

再購意願 ； 顧客滿意 ； 知覺風險 ； 人格特質 ； 網路團購

並列摘要

As a result of internet technology development, social climate formation and online shopping system maturation, there are more and more people participating in online shopping, and the sales and shopping approaches which are different from the previous ones are created for trading system and behavior. The establishment of internet virtual community makes consumers to shop all day without the limitation of time and space, for every kind of products including food, clothes, living, traffic, education and entertainment, which ranges from house to daily necessity. Besides, the consumer’s dependence to online shopping market is also increased. Especially in this time of economic downturn and home economy rise, the bargain space with shop can be obtained by people’s powers, and buying the same product creates more spaces for bargain. The purpose of lowering price can be achieved cooperatively, so it has been more and more popular among the internet users. Many companies respond to online group buying smartly, and set many products and systems which can join group buying sales. “Benefit is small, but when the amount is large, the benefit won’t be small”, and online group buying system is consistent with this commercial property.

Taiwanese online group buying consumer’s repurchase intention is investigated in this study, and the effects on online group buying repurchase intention is discussed basing on three aspects, which are consumer’s personality traits, perceived risk, and consumer satisfaction. The research results demonstrate that, the variation of consumer’s personality traits affects consumer satisfaction positively and directly, and personality traits affects repurchase intention positively and directly through consumer satisfaction. The personality traits of diligence and honesty, extroversion and experience openness are with higher consumer satisfaction of perception. There isn’t significant effect of personality traits to repurchase intention, and it isn’t significant from perceived risk to personality traits, customer satisfaction and repurchases intention. Customer satisfaction affects repurchase intention positively and directly, and the indicator variables of customer satisfaction which are important for customers are: personal factor, service factor, situational factor, and product factor. Therefore, different customer’s personality traits are suggested to be the reference of marketing strategies for industry or group buying website operator, to increase the marketing effectiveness and profit by enhancing the customer satisfaction of online group buying.

並列關鍵字

Customer Satisfaction ； Repurchase Intention ； Perceived Risk ； Personality Traits ； Online Group Buying

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