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研究生:黃士維
研究生(外文):Shih-wei Huang
論文名稱:從計劃行為理論延伸觀點-探討網路團購意願的前置因素與結果
論文名稱(外文):The Antecedents and Consequence of Intentions toward Online Group-buying: An extension of TPB
指導教授:鄭秀華鄭秀華引用關係
指導教授(外文):Hsiu-Hua Cheng
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:資訊管理系碩士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:154
中文關鍵詞:行為意願網站品質社會鑲嵌訊息訴求網路團購計劃行為理論電子口碑
外文關鍵詞:behaviorwebsite qualityintentionsocial embeddednessonline group-buyingelectronic word-of-mouthmessage appealtheory of planned behavior
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近年來,網路團購已成為新興的購物方式。為爭取廣大的商機,團購網站紛紛成立。然而,要如何在眾多團購網站中獲得競爭優勢,是團購網站業者經營上的重要議題。因此,本研究的目的在於找出影響消費者進行網路團購意願的前置因素。本研究以計劃行為理論為基礎,結合電子口碑、社會鑲嵌與網站品質等文獻,提出研究架構。研究採用網路問卷調查法,以知名團購網站「愛合購ihergo」的會員為研究對象,回收有效問卷共計373份。研究以部分最小平方法進行資料分析。研究結果顯示,「潛在消費者」的網路團購意願會受到經驗性電子口碑、主購之關係鑲嵌與服務品質態度等因素影響;「舊有消費者」的網路團購意願會受到主購之結構鑲嵌、關係鑲嵌以及系統品質態度等因素影響,且網路團購意願會正向影響網路團購行為。最後,本研究提供平台業者實務上的建議,以期提升行銷效果。
Rising and developing of online shopping make online group-buying to become an emerging shopping trend. For group-buying companies, it is an important issue to obtain advantage under competitive pressure. Therefore, the purposes of this study are to explore the antecedents of intentions toward online group-buying. This study extended theory of planned behavior with electronic word-of-mouth, social embeddedness and website quality to propose research model. The questionnaire survey was conducted by Internet, and data were gathered from 373 members of well-known shopping community “ihergo”. Partial least squares (PLS) was applied to analyze the data. The results of our research model indicated that in the potential consumer group, experiential e-WOM, initiator’s relation embeddedness and attitude toward service quality positively influence the intention. In the exsiting consumer group, initiator’s structural embeddedness, relation embeddedness and attitude toward system quality positively affect the intention. Finally, this study suggests some advises for group-buying companies.
目錄
中文摘要 I
Abstract II
誌謝 III
目錄 IV
圖目錄 VII
表目錄 VIII
第1章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 4
第2章 文獻探討 5
2.1 網路團購 5
2.2 計劃行為理論 21
2.3 電子口碑 29
2.4 訊息訴求 36
2.5 社會鑲嵌 42
2.6 網站品質 51
第3章 研究方法 63
3.1 研究模型 63
3.1.1研究模型之建構 63
3.1.2變數說明 69
3.1.3假說推導 70
3.1.4 衡量 77
3.2 研究設計 85
3.2.1網路問卷調查法 85
3.2.2研究對象 86
3.2.3 調查過程與問卷發放 86
3.2.4 資料分析方法與工具 89
第4章 資料分析 92
4.1 問卷回收與樣本特徵 92
4.2 問卷之信度與效度檢測 104
4.2.1 信度檢測 104
4.2.2 效度檢測 105
4.3 結構模型的假說檢定 111
第5章 結論與建議 116
5.1 研究結果與討論 116
5.2 研究貢獻 125
5.2.1 學術上的貢獻 125
5.2.2 管理實務上的貢獻 127
5.3 研究限制與後續研究建議 129
參考文獻 132
附錄一 研究問卷 148

圖目錄
圖 1:自發性團購流程圖 11
圖 2:商業性團購流程圖 12
圖 3:理性行為理論之架構 23
圖 4:計劃行為理論之架構 26
圖 5:DeLone 與 McLean (1992)資訊系統成功模型 54
圖 6:資訊系統成功更新模式 55
圖 7:研究架構 68
圖 8:研究模型-潛在消費者之PLS檢定圖 115
圖 9:研究模型-舊有消費者之PLS檢定圖 115

表目錄
表 1:網路團購之定義 7
表 2:網路團購模式之分類架構 10
表 3:網路團購模式彙整表 12
表 4:網路團購之相關研究 18
表 5:TPB之相關研究 28
表 6:電子口碑之特性 32
表 7:傳統口碑與電子口碑之比較 33
表 8:電子口碑之相關研究 35
表 9:訊息訴求分類之彙整表 38
表 10:訊息訴求之相關研究 40
表 11:鑲嵌的相關分類 46
表 12:鑲嵌之相關研究 49
表 13:網站之重要構面彙整表 53
表 14:PZB構面及定義修改前後對照表 58
表 15:資訊系統成功模型之相關研究 62
表 16:研究變數之操作性定義 69
表 17:專業性電子口碑之問項 79
表 18:經驗性電子口碑之問項 79
表 19:主購之社會鑲嵌之問項 80
表 20:系統品質態度之問項 82
表 21:資訊品質態度之問項 82
表 22:服務品質態度之問項 83
表 23:網路團購意願之問項 84
表 24:網路團購行為之問項 84
表 25:廣宣事宜彙整表 88
表 26:常態檢定 91
表 27:整體樣本基本資料分析表 96
表 28:「潛在消費者」樣本基本資料分析表 99
表 29:「舊有消費者」樣本基本資料分析表 101
表 30:各樣本變數之描述性統計分析 103
表 31:各樣本構面之信度分析表 104
表 32:「整體樣本」CFA分析結果 106
表 33:「潛在消費者樣本」CFA分析結果 107
表 34:「舊有消費者樣本」CFA分析結果 108
表 35:「整體消費者樣本」之區別效度分析 110
表 36:「潛在消費者樣本」之區別效度分析 110
表 37:「舊有消費者樣本」之區別效度分析 111
表 38:研究模型-潛在消費者之PLS分析結果 113
表 39:研究模型-舊有消費者之PLS分析結果 114
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