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研究生:楊媛婷
研究生(外文):Yang, Yuan Ting
論文名稱:團購顧客價值與顧客知識交換之前因與結果-MOA觀點
論文名稱(外文):The antecedence and consequence of customer value and C2C know-how exchange of group buying members-The MOA perspective
指導教授:張惠真張惠真引用關係蔡坤宏蔡坤宏引用關係
指導教授(外文):Hui-Chen ChangKuen-Hung Tsai
口試委員:張惠真蔡坤宏王俊人吳師豪
口試委員(外文):Chang, Hui ChenTsai, Kuen HungWang, Jun wereWu, Shi Hao
口試日期:2011.06.10
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
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:團購顧客知識動機-機會-能力(MOA)顧客價值團購口碑交易成本知覺風險社會交換
外文關鍵詞:Group-BuyingCustomer-to-customer know-how exchangeMotivation-Opportunity-Ability Theory (MOA)Customer ValueGroup buying-WOMTransaction CostPerceived riskSocial Exchange
相關次數:
  • 被引用被引用:22
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  • 下載下載:597
  • 收藏至我的研究室書目清單書目收藏:2
隨著「孛經濟」時代來臨,「團購」儼然成為現今消費者的首選購
物模式。繼全美最大團購網站 Groupon 併購地圖日記進入台灣市場,
創新的通路模式為製造商帶來龐大獲利,製造商若能瞭解團員的資訊
搜尋過程與參與團購的動機、機會與能力,可更有助於擬定適當的行
銷溝通管道,溝通內容設計也能更進一步貼近消費者需求。
本研究階段一以質性研究方式探討團員參與團購的顧客知識交換與顧
客價值之前因;階段二應用階段一研究結果進行實證研究,瞭解團員參與
團購的顧客知識交換與顧客價值對團購口碑之影響,藉以界定影響團購通
路選擇之範疇。
研究發現團購團員參加團購的動機為降低風險、降低成本與進行情感交
流;團購機會為資訊廣度與基礎設施;團購能力為資訊搜尋和帄台操作技
巧。當廠商能掌握動機-機會-能力三前因,透過顧客知識交換與顧客價
值塑造的過程,皆能有效達到團購口碑之結果。研究結果有助於瞭解團購
團員購物時對通路選擇的決策因素與促成交易的環境,以使製造商或團購
帄台通路經營者擬定適當之策略以塑造競爭優勢。
As the time of ―home economics‖ is coming, group-buying has become
consumers‘ first choice to shop online. After the largest online group-buying
website Groupon introduced into Taiwan, the scale of e-shopping market in
Taiwan will reach 3,583 billion NT dollars in 2010. Innovative distribution
channel model will bring those manufacturers enormous benefits. If those
manufacturers spend effort to understand the buying-group‘s members‘
information searching process and the motives, opportunities and abilities for
group-buying, it will help manufacturers to get more insightful perspectives
about the searching behaviors of the buying-group‘s member, and to develop
effective information dissemination channels also.

This research probes into the ―buying-group‘s members‘ motives,
opportunities and abilities in group-buying‖ via qualitative research approaches.
In this study, we also organize the decision-making process and the information
sources of the members‘ in order to understand which marketing communication
channel the members most valued. According to the results of this research, the
most important criteria in member‘s motives are to reduce the ―perceive risk‖,
―transaction cost‖, and ―social exchange‖. In addition, the members‘
opportunities to join the buying-group are affected by the ―sources of
information‖ and ―transaction contract‖. Members‘ abilities will also be affected
by their skills of ―information research‖ and ―platform operation‖.
中文論文提要 ........................................................................................................ I
英文論文提要 ...................................................................................................... II
目 錄 ................................................................................................................ III
圖 次 .................................................................................................................. V
表 次 ................................................................................................................. VI
第一章 緒論 ...................................................................................................... 1
第一節 背景與動機 .......................................................................................... 1
第二節 研究問題與目的 .................................................................................. 2
第三節 研究章節架構 ...................................................................................... 3
第二章 文獻探討 .............................................................................................. 5
第一節 團購通路 .............................................................................................. 5
第二節 動機-機會-能力理論 .................................................................... 12
第三節 顧客知識交換 .................................................................................... 16
第四節 顧客價值 ............................................................................................ 16
第五節 團購口碑 ............................................................................................ 18
第三章 質性研究設計 .................................................................................... 19
第一節 訪談對象 ............................................................................................ 20
第二節 受訪者基本資料 ................................................................................ 20
第三節 內容分析與結果 ................................................................................ 23
第四章 量化研究設計 .................................................................................... 31
第一節 架構與假說 ........................................................................................ 31
第二節 變數定義與衡量 ................................................................................ 34
第三節 問卷與抽樣設計 ................................................................................ 37
第四節 資料分析方法 .................................................................................... 41
第五節 實證結果 ............................................................................................ 43
第六節 研究結果 ............................................................................................ 52
第五章 結論與建議 ........................................................................................ 55
第一節 研究結論 ............................................................................................ 55
第二節 研究發現與策略意涵 ........................................................................ 57
第三節 研究限制與未來研究方向 ................................................................ 60
參考文獻 ............................................................................................................. 61
附錄一:質性訪談問題 ..................................................................................... 68
附錄二:量化實證問卷 ..................................................................................... 69
著作權聲明 ......................................................................................................... 75
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