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研究生:廖瑩
研究生(外文):Ying Liao
論文名稱:以社會交換理論探討消費者對團購意圖之影響
論文名稱(外文):A Consumer’s Group-Buying Intention Study from Social Exchange Theory Perspective
指導教授:張玲星張玲星引用關係
指導教授(外文):Ling-Hsing Chang
學位類別:碩士
校院名稱:國立屏東商業技術學院
系所名稱:資訊管理系(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:2011
畢業學年度:99
語文別:中文
論文頁數:100
中文關鍵詞:消費者評價快樂的需求社會交換理論衝動性購買
外文關鍵詞:social exchange theoryimpulse buyinghedonic needconsumers’ reviews
相關次數:
  • 被引用被引用:6
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  • 評分評分:
  • 下載下載:156
  • 收藏至我的研究室書目清單書目收藏:0
在物價上漲的現在,線上團購已經成為一個省錢的好方法之一,因為它透過主購在線上團購網站上揪團、以量制價的方式,讓商品能比用其他方式購買來得更便宜。本研究以社會交換理論(Social Exchange Theory)為研究的理論基礎,加上購買習性(衝動性購買、快樂的需求)和主觀規範等構面,探討消費者在線上團購的意圖。本研究藉由問卷調查法蒐集線上團購會員在線上團購意圖各構面的問卷,並以語幹分析分析跟團者對主購的消費者評價的內容。研究結果發現:(1)團購意圖會受到網站聲譽、主觀規範、快樂的需求、主購承諾的影響;(2)衝動性購買會受到主觀規範的影響;(3)網站信任與主購信任會受到網站聲譽的影響;(4)評價的品質會影響主購信任;(5)主購信任會影響主購承諾;(6)其中特別重要的是本研究發現主購的承諾扮演著主購信任與團購意圖的中介變數。並提出本研究對學術及實務上的貢獻。
In the present prices, online group-buying has become a good way to save money, because it is through the initiator launch group-buying on the online group-buying website, to the amount of system price, which allows the goods than the other way to be more expensive to buy . In this study, social exchange theory as the theoretical foundation, coupled with buying habits (impulse buying, hedonic need) and subjective norm dimension, to explore consumers’ intention to join online group-buying. The study by questionnaire survey to collect online group-buying memberships’ intention to join online group-buying, and language analysis with dry analysis consumers’ reviews of the initiator. The results showed: (1)The website’ reputation, subjective norm, hedonic need, the initiator’ commitment has significant effects on consumers’ intention to join online group-buying; (2)The subjective norm has significant effects on impulsive buying; (3)The website’ reputation has significant effects on consumers’ trust of website and initiator; (4)Reviews of the quality has significant effects on consumers’ trust of initiator; (5)The consumers’ trust of initiator has significant effects on initiator’ commitment; (6)In this study, it is important to found the initiator’ commitment plays a mediator to consumers’ trust of initiator and consumers’ intention to join online group-buying. Finally, introduction academic and practical contribution of this study.
目錄
摘要...............................................I
Abstract..........................................II
誌謝.............................................III
第壹章 緒論.......................................1
 第一節 研究背景.................................1
 第二節 研究動機與目的...........................3
 第三節 研究流程.................................5
第貳章 文獻探討...................................7
 第一節 社會交換理論(Social Exchange Theory).....7
 第二節 變數之間的相互關係......................14
第參章 研究方法..................................27
 第一節 研究架構................................27
 第二節 研究假說................................28
 第三節 研究對象與資料蒐集......................32
 第四節 問卷設計與研究變項測量..................33
 第五節 資料分析方法與工具......................38
第肆章 研究結果..................................43
 第一節 樣本特徵................................43
 第二節 構面描述性統計..........................44
 第三節 問卷之信度與效度檢測....................44
 第四節 研究假說檢測............................49
 第五節 語幹分析之結果..........................52
第伍章 分析討論..................................57
 第一節 構面描述性統計分析......................57
 第二節 研究模式分析............................59
第陸章 研究貢獻..................................67
第柒章 結論......................................69
參考文獻..........................................70
中文部分..........................................70
英文部分..........................................70
附錄..............................................87
問卷內容..........................................87
表目錄
表2-1:Simmel的交換原則(Turner, 1986)..............8
表2-2:Homans(1974)的交換原則......................9
表2-3:Blau隱含的交換原理(Turner, 1986)...........10
表2-4:與本研究模式相關的社會交換理論構面統整表...14
表3-1:研究變項之操作性定義和參考來源.............36
表4-1:樣本的基本資料分析表(N=213)................43
表4-2:各構面之描述性統計表(N=213)................44
表4-3:本研究構面之信度分析表(N=213)..............45
表4-4:構面內負荷量、Cronbach's α、CR與AVE.......46
表4-5:各構面間的相關係數與AVE的分析結果..........48
表4-6:研究假說檢定結果...........................50
表4-7:與構面相關的評價內容範例...................53
表4-8:跟團者對主購的評價內容與本研究構面的分析...54
表4-9:評價的分類範例.............................55
表4-10:跟團者對主購的評價分類....................55
圖目錄
圖1-1:本研究流程圖................................6
圖2-1:結果矩陣...................................12
圖3-1:本研究的架構圖.............................27
圖4-1:本研究模式檢定結果.........................50
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