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研究生:標郁雯
研究生(外文):Yu-Wun Biao
論文名稱:影響網路團購再購意圖之研究
論文名稱(外文):Factors Influencing Online Group-buying Repurchase Intention
指導教授:吳師豪吳師豪引用關係
指導教授(外文):Shih-Hao Wu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:75
中文關鍵詞:信任從眾行為口碑關係連結網路團購再購意圖
外文關鍵詞:trustconformityword-of-mouthrelational bondsonline group-buyingrepurchase intention
相關次數:
  • 被引用被引用:5
  • 點閱點閱:807
  • 評分評分:
  • 下載下載:75
  • 收藏至我的研究室書目清單書目收藏:1
隨著臺灣網路購物市場的日趨成熟,網路購物已是許多消費者日常的活動,
而顛覆以往傳統的購物或拍賣網,網路團購已成為新興的購物模式。團購主要是
由主購在團購網站上發起團購訊息,號召有共同興趣的消費者參與。過去研究較
少探討有關網路團購之再購意圖,本研究欲探討團購網站與主購究竟是如何來吸
引消費者持續地參與團購的意願。經文獻探討後,將三種關係連結方式、口碑與
從眾行為歸納為前置因子,並透過信任來影響團購的再購意圖。
本研究以有網路團購經驗的消費者作為實證研究對象,問卷共分為團購網站
與主購兩種,採用便利抽樣方式,以網路問卷調查方法共取得 177 份團購網站與
134 份主購的有效樣本,並以結構方程模式(SEM)驗證研究之假設關係。研究發
現如下:(1)在團購網站樣本中,財務連結對團購網站信任有正向影響,主購樣
本中,社會連結對主購信任有正向影響。(2)兩組樣本中,口碑皆會影響消費者
對團購網站與主購的信任。(3)從眾行為對主購再購意圖有正向影響,對團購網
的再購意圖則無顯著影響關係。(4)兩組樣本中,信任皆會正向影響消費者對團
購網站與主購的再購意圖。
As the maturity of online shopping market in Taiwan, online shopping is the
daily activity of many consumers, and subversion of traditional shopping or auction
site, online group-buying has become a new pattern of shopping. Online group-buying
is mainly launch the group-buying message by initiator on the group-buying website,
call for a common interest consumers participate. Over the past, few studies discussed
the online group-buying repurchase intention. In this study, we discuss how do
group-buying website and initiator attract consumers to group-buying continuously.
Through the literatures review, we use relational bonds, word-of-mouth and
conformity as antecedents which affect online group-buying repurchase intention
indirectly through trust.
In this study, consumers with experiences of online group-buying are chosen as
our research subjects, survey questionnaires are divided into group-buying website
and initiator, 177 and 134 effective samples of customers form group-buying website
and initiator, respectively, were obtained from convenience sampling. Structural
Equation Modeling (SEM) is employed to test the research hypotheses. The following
are the findings: (1) Financial bond positively affects group-buying website trust in
group-buying website samples, social bond positively affect initiator trust in initiator
samples. (2) Word-Of-Mouth positively affects group-buying website and initiator
trust in two sets of samples. (3) Conformity positively affects initiator repurchase
intention in initiator samples, but not significant in group-buying website samples. (4)
Trust positively affects group-buying website and initiator repurchase intention in two
sets of samples.
目錄
中文摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍 4
第四節 研究流程 5
第貳章 文獻探討 6
第一節 各構念文獻探討 6
第二節 構念間之實證關係 16
第參章 研究方法 20
第一節 研究架構 20
第二節 研究變數的定義與衡量 21
第三節 研究對象與資料蒐集方法 27
第四節 問卷設計與預試 28
第五節 資料分析方法 30
第肆章 研究分析與討論 31

第一節 樣本輪廓描繪 31
第二節 各構念描述性統計分析 34
第三節 實證模式估計 36
第四節 實證結果之討論 46
第伍章 結論與建議 47
第一節 研究發現 47
第二節 理論與實務意涵 48
第三節 研究限制與未來研究方向 52
參考文獻 53
附錄、研究問卷 62



vi

表目錄
表 2- 1 國內團購平台類型 7
表 2- 2 關係行銷的三個層次 8
表 3- 1 各構念衡量項目總表 25
表 3- 1 各構念衡量項目總表(續) 26
表 3- 2 前測問卷之信度結果 29
表 4- 1 樣本輪廓描繪 32
表 4- 2 受訪者消費行為分析33
表 4- 3 各構念描述性統計分析 35
表 4- 4 KMO與BARTLETT球型檢定 36
表 4- 5 信度檢定與因素分析 37
表 4- 6 測量模式之配適度檢定 40
表 4- 7 測量模式估計 41
表 4- 8 各構念相關矩陣與區別效度 42
表 4- 9 整體結構模式之配適度檢定 43
表 4- 10 整體結構模式估計結果 45
表 4- 11 整體結構模式直接、間接與總效果彙整表 45
表 5- 1 假設檢定結果彙總表 47

圖目錄
圖 1- 1 本研究流程 5
圖 3- 1 本研究架構 20
圖 4- 1 本研究線性結構模式 39
圖 4- 2 團購網站樣本結構模式估計 44
圖 4- 3 主購樣本結構模式估計 44
53

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