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  • 學位論文

探討消費者網路合購意願之決定因素-以Naso拿手網為例

A study of consumers' determinants for online group-buying – by example of Naso

指導教授 : 林淑瓊
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摘要


資訊科技快速發展,使得消費者網路購物模式持續改變,常見的模式有B2C與C2C二種類型。近年許多網路團購及合購網站紛紛興起,成為新的商業模式,並且發展得相當快速,然而許多團購網站及合購網站因經營管理不善而導致嚴重損失,甚至於結束營業。現今鮮少文獻針對團購網站或合購網站之經營模式對消費者之再購意願影響進行研究,本研究以合購網站的虛擬社群經營為主要核心概念,進行合購意願之探討,並且以目前使用率相當高的Facebook粉絲專頁虛擬社群為合購網站之經營模式進行探討,再以「Naso拿手網」的粉絲作為研究對象。本研究係以Delone and Mclean(1992, 2003)所提出修正後的資訊系統成功模式與Gwinner et al. (1998)的關係利益為主要理論,探討合購網站經營者透過虛擬社群的經營與資訊系統品質的管理對消費者再購意願的影響,並且比較有參加過合購的消費者與非參加過的消費者對於虛擬社群經營的感受差異。在研究中同時加入「娛樂性」構面,以檢驗娛樂性在虛擬社群經營以及消費者合購過程中是否扮演了重要角色。 本研究以問卷調查法進行資料蒐集,共回收288份問卷,並使用偏最小平方法(partial least squares; PLS)來進行模型分析與假設檢定,分析結果發現:在合購網虛擬社群環境中,從整體樣本來看,「服務品質」需藉由「娛樂性」才能提升會員滿意度,「信心利益」也會對滿意度產生顯著影響,而「滿意度」是影響合購意願的最主要因素。此外,有參與過合購之會員以及沒有參與過合購之會員對於合購網虛擬社群的需求有明顯的差異。有參與過合購之會員較重視「信心利益」及「特別待遇利益」,而對於沒有參與過合購之會員來說,虛擬社群所提供的「資訊品質」及「服務品質」是他們較重視的部分,並且「娛樂性」將會影響他們對於合購網的滿意度以及購買意願,因此必須針對不同類型的會員提供不同的經營互動模式,合購網才能長久地經營。根據本研究之研究結果可以提供給網站經營者作為經營管理的參考。

並列摘要


In recently years, consumers’ online shopping behavior gradually is changed due to rapidly development of information technology and B2C and C2C business model is frequently adopted. The website for group purchase on the Internet is also gradually developed and became a new business model. However, a lot of group purchase websites fail management to result in loss seriously and even end the business. Nowadays, a few studies discuss the impact of business model of group purchase websites on consumers’ repurchase. Therefore, this research will study the determinants of the intention of influencing consumer behavior, and the website of group purchase by managing virtual community of Facebook as an example. The fans of Facebook fan page- Naso will be our sampling. This research adopts the framework from the model of information systems success by Delone and Mclean (1992, 2003) and the theory of relation benefits by Gwinner et al. to (1998) explore which factors will influence consumers’ satisfaction and the intention of repurchasing. In addition to, we add a construct of “playfulness” in this research. In this study, the questionnaire survey was used to collect data, 288 questionnaires were recovered, and used the partial least squares method (partial least squares; PLS) model to analysis and hypothesis test. The results indicate: there are different results between members who had participated in group-buy and members who had not participated in group-buy. Therefore, it is necessary that provide different kinds of managements and interaction for different members. According to the findings of this study can provide the operation and management of reference as to the site's management.

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