生鮮食品團購LINE群組成員持續購買意願的影響因素探討

本研究使用S-O-R模型並結合人際互動關係3因子‒知覺相似性、知覺專業性與知覺熟悉度，探討參加生鮮食品LINE群組團購消費者，因其他群組成員所帶來的知覺相似性、知覺專業性與知覺熟悉感，與心流體驗狀態及持續購買意願的關聯性。本研究主要以居住在台灣大台北地區參加過生鮮食品LINE群組團購的消費者為研究對象，採立意抽樣的方式發放問卷，累計發放480份問卷，回收有效樣本435份，有效樣本回收率為90.6%。透過敘述性統計、驗證因素分析、結構性方程模型等方法，來驗證本研究所提出之各項假設。其主要研究結果如下： 1. 知覺相似性、知覺專業性與知覺熟悉度都顯著正向影響生鮮食品團購LINE群組成員的心流體驗。 2. 心流體驗對持續購買意願有顯著的正向影響。 3. 在Line生鮮食品團購群體中，知覺相似性、知覺專業度均對持續購買意願有顯著的正向影響，且知覺相似性的作用比知覺專業度的作用更重要。 4. 知覺熟悉感並不能直接增強消費者的持續購買意願。然而，知覺熟悉感確實會因消費者的心流體驗來影響消費者的持續購買意願。綜合上述結果，LINE群組團購從業人員應掌握其所連結的個別成員連結點，增加整體群體間的熟悉度和相似度，鼓勵頻繁的成員互動，因與同類、專業的同行進行個人互動，交換資訊，會產生信任的感知，從而促進消費者的持續購買意願。

關鍵字

S-O-R模型；人際互動關係； LINE ；團購；再購意願

並列摘要

This study employs the stimulus-organism-response (S-O-R) model and combing the interpersonal interaction (perceived similarity, perceived expert, and perceived familiarity) to discuss the association among the perceived similarity, perceived expert, perceived familiarity, flow experience, and continuance purchase intention among consumers who participate in LINE group buying platforms of fresh foods. The thesis based on the consumers who participate in LINE group buying platforms of fresh foods in Taipei city. Purposive sampling is applied in the research, a total of 480 questionnaires are distributed, and 435 valid questionnaires are returned, resulting in an effective return rate of 90.6%. Descriptive statistics, confirmatory factor analysis, structural equation modeling was used to verify the hypotheses proposed in this study. The main research findings are the following: 1. Perceived similarity, perceived expert, and perceived familiarity all significantly affect the flow experience of members of LINE group buying platforms of fresh foods. 2. Flow experience has a significant and positive influence on continuous purchase intention. 3. In LINE group buying platforms of fresh foods, both perceived similarity and perceived expert significantly positively impact on continuous purchase intention, and the effect of perceived similarity is more important than that of perceived expert. 4. Perceived familiarity does not directly enhance consumers’ continuous purchase intention. However, it can certainly affect the continuous purchase intention of consumers through their flow experience. Comprehensive the above results, the LINE group buys practitioners should grasp the links of individual members, increase overall familiarity and similarity between groups, encourage members of frequent interaction, because personal interaction with peers of similar, professional, exchange of information, will produce the perception of trust, so as to promote continuous purchase intention of consumers.