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研究生:李姿儀
研究生(外文):Zih Yi Li
論文名稱:實體與網路合購對購買意願之影響-口碑與資訊搜尋重要性干擾之探討
論文名稱(外文):The Impact of Physical and Internet Group Buying on Purchase Intention
指導教授:徐達光徐達光引用關係
指導教授(外文):Ta-Kuang Hsu
學位類別:碩士
校院名稱:輔仁大學
系所名稱:餐旅管理學系碩士班
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:146
中文關鍵詞:合購利他行為社會交換口碑資訊搜尋重要性
外文關鍵詞:group buyingaltruismsocial exchangeword-of-mouthimportance of information search
相關次數:
  • 被引用被引用:17
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  • 下載下載:203
  • 收藏至我的研究室書目清單書目收藏:14
網際網路的使用已漸漸成為國人生活習慣的一部分,根據番薯藤「2005台灣網路使用調查」的研究結果指出,過去半年內進行網路購物的比例達到62%,而且價格是影響網路購物的主要原因。近年來由於經濟不景氣,不少消費者以「省錢」為目的的購買產品,因此從台大批踢踢實業坊興起了一種「網路合購」的購物形式,但是過去大多數研究僅針對合購網站的定價模式、特性與類型進行研究,但是早在農業時代就已經出現實體合購的購物行為,因此本研究想要探究實體與網路合購對於購買意願有何差異,此為本研究之主要目的。此外,本研究加入正負面口碑與資訊搜尋重要性之不同影響因素作為研究的干擾因子,測量干擾因子單獨及同時與主要效果的關聯性。
本研究採實驗設計,藉由依蕾特布丁之合購訊息作為情境模擬,並進行三個步驟。第一,驗證不同合購類型下,其合購購買意願之差異。第二,在不同合購類型下,加入正負面口碑時,其合購購買意願之差異。第三,在不同合購類型下,加入資訊搜尋重要性時,其購買意願之改變。本研究對象以上班族與學生為主,以隨機分配問卷版本的方式進行實驗,總計發出480份問卷,實際有效問卷為370份,並以SPSS10.0統計套裝軟體進行資料分析。研究結果發現如下所示:
一、就依變項合購購買意願而言,不同合購類型對於購買意願有顯著差異,即網路合購的購買意願會高於實體合購的購買意願。
二、正負面口碑對於合購類型與購買意願間的關係會產生干擾作用,即當在正面口碑下,實體合購與網路合購的購買意願無顯著差異;反之,在負面口碑下,網路合購的購買意願高於實體合購的購買意願。
三、資訊搜尋重要性對於合購類型與購買意願間的關係會產生干擾作用,即當消費者認為合購產品價格最重要時,實體合購與網路合購的購買意願無顯著差異;當消費者認為合購時間最重要時,網路合購的購買意願高於實體合購的購買意願;當消費者認為合購地點最重要時,實體合購與網路合購的購買意願無顯著差異。
四、不同的合購類型、正負面口碑與資訊搜尋重要性未產生三因子之交互作用。
The use of the Internet network has already become a part of our habits and customs gradually. According to the results of YAM’s research- 2005 Taiwan networks use and investigate, the proportion of shopping at network is up to 62% in the past half years, and the price is the main reason that influences shopping at network. Due to economic depression recently, the purpose of buying products for many consumers is to save money. Therefore, PTT develops a new buying type - internet group buying. However, most studies in the past only focused on the pricing way, characteristics and types of group buying websites. Furthermore, in agricultural era, the behavior of group buying has already emerged. Thus, our main purpose is to analyze the impact of physical and internet group buying on purchase intention. In addition, we employ positive and negative word-of-mouth and the importance of information search as the interference factors, the ones measured separately and related with main result.
Our research adopts the experimental design, in accordance with group buying information of ELATE PUDDING as situation simulation. There are three procedures. First, investigate the relationship between group buying types and purchase intention. Second, investigate whether positive and negative word-of-mouth has interference effects on the correlations between group buying types and purchase intention. Third, investigate whether the importance of information search has interference effects on the correlations between group buying types and purchase intention. This research objects are office workers and students, carrying on the experiment by way of distributing the questionnaire edition at random. Totally 480 questionnaires were sent out and 370 responses were valid data. By using SPSS10.0, we obtain the following research results:
1. It shows that different group buying types have significant effects on purchase intention. In other words, the purchase intention of internet group buying is higher than that of physical group buying.
2. The positive and negative word-of-mouth has interference effects on the correlations between group buying types and purchase intention. Namely, there is no significant difference between the purchase intention of physical and internet group buying when the word-of-mouth is positive. However, the purchase intention of internet group buying is higher than that of physical group buying when the word-of-mouth is negative.
3. The importance of information search has interference effects on the correlations between group buying types and purchase intention. Namely, when customers consider time of group buying is the most important; the purchase intention of internet group buying is higher than that of physical group buying. There is no significant difference between the purchase intention of physical and internet group buying when customers consider product’s price or place of group buying is the most important.
4. There isn’t a three-way interaction among different group buying types, positive and negative word-of-mouth, and the importance of information search.
第一章 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 研究流程…................................................................................……4
第四節 論文架構…........................................................................................6
第二章 文獻探討................................................................................................7
第一節 合購....................................................................................................7
第二節 實體與虛擬社群及社群信任….....................................................14
第三節 利他行為與社會交換….................................................................19
第四節 口碑對合購購買意願影響之相關研究........................................25
第五節 資訊搜尋重要性對合購購買意願影響之相關研究....................32
第六節 合購類型、口碑與資訊搜尋重要性對合購購買意願影響之相關研究..41
第三章 研究方法與設計…..............................................................................45
第一節 研究架構…................................................................................…..45
第二節 研究假設…................................................................................…..46
第三節 變項定義與衡量…..........................................................................47
第四節 實驗設計與流程…..........................................................................50
第五節 統計方法….......................................................................................64
第四章 研究結果與討論…..............................................................................66
第一節 樣本描述…......................................................................................66
第二節 信效度分析…..................................................................................67
第三節 假設驗證…................................................................................…..68
第四節 結果彙整與討論…..........................................................................78
第五章 結論與建議…......................................................................................85
第一節 研究結論…......................................................................................85
第二節 學術研究貢獻與實務建議….........................................................87
第三節 研究限制與未來研究之建議….....................................................89
參考文獻…..........................................................................................................92
附錄一 前測一問卷.......................................................................................103
附錄二 前測二問卷.......................................................................................106
附錄三 前測三問卷.......................................................................................109
附錄四 正式問卷...........................................................................................111
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