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研究生:李依珊
研究生(外文):I-Shan Lee
論文名稱:影響消費者進行線上合購行為之因素研究
論文名稱(外文):A Study on Factors Influencing the Behavior of Online Group-Shopping
指導教授:皮世明皮世明引用關係
指導教授(外文):Shih-Ming Pi
學位類別:碩士
校院名稱:中原大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:143
中文關鍵詞:虛擬社群網路購物線上合購
外文關鍵詞:Group-ShoppingOnline ShoppingVirtual Community
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合購為新興網路購物模式,透過網際網路將需求聚集,利用群體的力量增加消費者的議價能力,取得較佳的購買條件。在過去研究中,大多數的學者會從價格觀點進行考量,較少從不同角度探討合購行為;但消費者決策過程不僅是經濟因素的考量,更可能會受到內外在力量的影響。以發展的歷程來看,合購最初以價格作為參與動機,但是隨著時間累積以及網路社群的形成,消費者在進行合購時會逐漸受到社群概念及心理觀點的影響。本研究嘗試以綜合的觀點建置整合性模型以探討消費者線上合購行為,在此係以經濟、心理、社會觀點探討相關影響因素。本研究採用問卷調查法,以網路問卷的方式進針對線上合購平台的消費者進行發放,實際回收有效問卷 327份。研究發現消費者在進行線上合購時不僅是價格考量,同時也會受到社群成員間互惠以及從眾的影響,另一方面,消費者對社群和平台的信任也會影響再合購意圖。
Group-buying is the newest online shopping behavior. It accumulates demand of consumers to gather the bargaining power in order to get a volume discount or better purchase conditions. In the past, most studies were discussed from the viewpoints of price by the researchers. Few of the studies proposed the different perspectives on online group-buying behavior. The consumers didn’t only consider economic issue when they decide to make a purchase strargy. The beginning motion of online group-buying is price, but the online community has generated for a long time. The consumers will be impact of the social and psychological perspectives. This paper integrates with the theories of sociology, economics and psychology to propose that the factors influencing the behavior of online group-shopping.
Data collected from 327 buyers in online group-buying marketplace provide support for the proposed structural model. Longitudinal data collected three months later show that transaction intentions are correlated with actual buyer behavior. The study shows that consumers are affected their purchase intentions by price, reciprocity and conformity of the community and trust of the community and the platform when they make a shopping decision of online group-buying. The actual buyer behavior are not affected by their transation intentions
中文摘要I
英文摘要II
誌謝III
目錄IV
圖目錄 VIII
表目錄 IX
第一章、緒論 1
第一節、研究背景與動機 1
第二節、研究目的與問題 4
第二章、文獻探討 5
第一節、合購 5
1.合購的定義 5
2.合購的分類 6
第二節、線上合購 9
1.線上合購定義 9
2線上合購的運作 10
3.線上合購分類 11
4.國內目前合購平台 12
第三節、合購的經濟觀點 16
1.需求外部性 18
2.價格意識 20
3.價格敏感度 21
第四節、合購的社會觀點 22
1.虛擬社群 22
2.互惠 24
3.從眾 25
第五節、合購的心理觀點 28
1.信任 28
2.影響信任的機制 30
3.影響虛擬社群社群成員信任 32
第六節 再購意圖 34
1.再購意圖 34
2.理性行動理論 35
第三章 研究方法 37
第一節 研究模型 37
第二節 研究假說 38
1.經濟觀點 38
2.社會觀點 39
3.心理觀點 40
4.再合購意圖及再合購行為 41
第三節 研究變數之操作型定義與衡量 43
第四節 研究對象及問卷設計 44
1.樣本搜集及對象 44
2.問卷設計 44
第五節 前測 53
1.前測問卷編製 53
2.問卷前測 53
第四章 資料分析 54
第一節 資料分析方法 54
1.最小平方法 54
2.迴歸分析 55
第二節 樣本資料分析 56
第三節 測量模型的信度與效度 60
1 收斂效度分析 60
2. 區別效度分析 68
3. 構念測量模型的信度分析 71
第四節 研究假說檢定 72
第五節 第二階段研究 78
1. 第二階段資料分析方法 78
2. 第二階段樣本資料分析 79
3. 第二階段研究假說檢定 81
第六節 本研究假說檢定關係表 83
第五章 探索性分析 84
第一節 消費者使用的線上合購平台之分析 84
第二節 消費者月收入對再合購行為之分析 90
本研究人品統計變數中月收入共計五群,但因第二階段回收樣本中月收入 90
第三節 消費者的合購產品之分析 96
本節以消費者最近一次合購產品進行分析,探討合購不同產品的消費者是否有不同決策方式。本研究將合購產品依照愛合購網站分類方式分為 96
第六章 結論與建議 103
第一節 研究結論 103
1.經濟觀點的合購行為 103
2.社會觀點的合購行為 105
3.心理觀點的合購行為 105
4.實際再合購行為 106
第二節 研究貢獻 107
1.學術貢獻 107
2.實務貢獻 109
第三節 研究限制 111
1.樣本限制 111
2.填答者主觀判斷與認知所可能產生的偏誤 111
3.最近一次線上合購經驗代表性的限制 112
第四節 未來研究方向 113
1. 其他影響線上合購行為之因素 113
2. 樣本收集的更完善 113
3. 實際行為的衡量 114
參考文獻 115
中文文獻 115
英文文獻 118
附件一:網路問卷畫面 127



圖目錄
圖1-1台灣整體線上購物市場趨勢圖 1
圖2-1合購模式 7
圖2-2線上合購流程圖 10
圖2-3台大PTT合購板 13
圖2-3 ihergo合購網系統展示圖 13
圖2-4東森購物平台的集購專區 14
圖2-5 FG化妝品社群討論版集購專區 14
圖2-6個人部落格中的合購資訊 15
圖2-7從眾行為之模型 26
圖2-8理性行為理論 35
圖3-1研究模型 37
圖4-1本研究之結構方程模型 73
圖4-2研究模型結構模式分析結果 76
圖5-1「合購平台為台大PTT」結構模式分析結果 86
圖5-1「合購平台為愛合購網站」結構模式分析結果 87
圖5-1「合購平台為其他類」」結構模式分析結果 87
圖5-4「合購產品為點心蛋糕」結構模式分析結果 98
圖5-5「合購產品為小吃名產」結構模式分析結果 99
圖5-6「合購產品為休閒育樂」結構模式分析結果 100
圖5-7「合購產品為美妝保養」結構模式分析結果 100


表目錄
表2-1合購定義整理 6
表2-2線上合購定義整理 9
表2-3五個面向的線上合購物模式 11
表3-1研究構念的操作型定義 43
表3-2人口統計變數問卷內容 45
表3-3需求外部性變數問卷內容 46
表3-4價格意識變數問卷內容 46
表3-5價格敏感度變數問卷內容 48
表3-6互惠變數問卷內容 48
表3-7從眾變數問卷內容 48
表3-8信任變數問卷內容 49
表3-9成員回應變數問卷內容 49
表3-10個人資訊可信度變數問卷內容 50
表3-11信任傾向變數問卷內容 50
表3-12回饋機制變數問卷內容 50
表3-13市場媒介變數問卷內容 51
表3-14再合購意圖變數問卷內容 51
表3-15再合購行為變數問卷內容 51
表4-1樣本的個人資料分析表 56
表4-2樣本的個人職業及薪資收入分析表 57
表4-3樣本的合購經驗表 57
表4-4樣本的最近一次的合購經驗 58
表4-5「需求外部性」測量模型估計結果 61
表4-6「價格意識」測量模型估計結果 61
表4-7「價格敏感度」測量模型估計結果 62
表4-8「互惠」測量模型估計結果 62
表4-9「從眾」測量模型估計結果 63
表4-10「成員回應」測量模型估計結果 63
表4-11「個人資訊」測量模型估計結果 64
表4-12「信任傾向」測量模型估計結果 64
表4-13「回饋機制」測量模型估計結果 65
表4-14「市場媒介」測量模型估計結果 65
表4-15「信任」測量模型估計結果 66
表4-16「持續合購意圖」測量模型估計結果 66
表4-18各研究構念之相關係數矩陣與區別效度分析 68
表4-19本研究各構念問項之因素負荷交叉矩陣 69
表4-20各研究構念之信度分析 71
表4-21研究模型結構模式分析結果 75
表4-22樣本的個人資料分析表 79
表4-23樣本的個人職業及薪資收入分析表 80
表4-24再合購意圖問項與再合購行為間迴歸分析 81
表4-25再合購意圖與再合購行為間迴歸分析 82
表4-26研究假說檢定結果對照表 83
表5-1「合購平台為台大PTT」結構模式分析結果 85
表5-2「合購平台為愛合購網站」結構模式分析結果 85
表5-3「合購平台為其他類」結構模式分析結果 86
表5-4「月收入5,000以下」迴歸分析結果 90
表5-5「月收入5,001~10,000」迴歸分析結果 91
表5-6「月收入10,001~20,000」迴歸分析結果 92
表5-7「月收入20,000以上」迴歸分析結果 92
表5-8「合購產品為點心蛋糕」結構模式分析結果 96
表5-9「合購產品為小吃名產」結構模式分析結果 97
表5-10「合購產品為休閒育樂」結構模式分析結果 97
表5-11「合購產品為美妝保養」結構模式分析結果 98
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