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研究生:張衣綾
研究生(外文):Chang, Yiling
論文名稱:Groupon類型網路團購科技接受因素、知覺風險、消費者涉入程度與團購意願之關係
論文名稱(外文):The Relationship among Technology Acceptance, Perceived Risk, Consumer Involvement and Purchase Intention of Groupon Typed Online Group Buying
指導教授:林君信林君信引用關係
指導教授(外文):Lin, Chunshin
口試委員:陳台霖胡曙光
口試委員(外文):Chen, TailinHu, Shukuang
口試日期:2012-05-31
學位類別:碩士
校院名稱:開南大學
系所名稱:企業與創業管理學系
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:2012
畢業學年度:100
語文別:中文
論文頁數:80
中文關鍵詞:網路團購科技接受因素知覺風險消費者涉入程度團購意願
外文關鍵詞:GROUPON
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由於網際網路的興起,網路人口快速增加。隨著網路人口與虛擬社群網站的成長,經由網路連結快速且方便交易的電子商務自然也隨之成長,網路團購是目前台灣電子商務重要趨勢之一。Groupon是美國最大團購網站,每天提供各種不同的半價超值優惠,目前已在全球超過40個國家推出服務。本研究係以曾參與Groupon類型網路團購之消費者作為研究對象,欲深入探討「科技接受因素」、「知覺風險」、「消費者涉入程度」與團購意願之關係。其次,想要探討的是在不同的涉入程度之下,對消費者的團購意願及行為是否會產生干擾效果。本實證研究採用問卷調查法,針對一般消費者發放問卷,並應用SPSS統計軟體進行分析,以科技接受因素及知覺風險作為影響團購意願的自變數,以消費者涉入程度為影響科技接受因素和知覺風險與團購意願之間的干擾變數,茲彙總研究結果為:科技接受因素對消費者的網路團購意願會產生正向顯著的影響、知覺風險對消費者的網路團購意願會產生負向顯著的影響、消費者涉入程度高低對科技接受因素和知覺風險與團購意願間干擾作用不顯著。本研究並針對研究結果提出管理上的意涵與後續研究建議。
As the growing in electronic commerce, the way of group buying has also changed from traditional way to electronic way rapidly. In electronic way, Groupon is the largest group-buying site in the U.S. and has branches in over 40 countries worldwide. Groupon offers a variety of half-price deals everyday and becomes the major model of online group buying. This study discusses the influence factors of online group buying behavior, such as technology acceptance and perceived risk. This research also uses consumer involvement as the moderator to examine how consumer involvement influences the relationship between technology acceptance, perceived risk and purchase intention. The empirical survey and statistical analysis shows that there is a significant, positive relationship between the technology acceptance and the intention of online group buying and there is a significant, negative relationship between the perceived risk and the intention of online group buying. In addition, consumer involvement does not have significant moderating effect.
第一章 緒論

第一節 研究背景與動機 ---------------------------------- 1
第二節 研究目的 ------------------------------------------ 2
第三節 研究流程 ------------------------------------------ 3

第二章 文獻探討

第一節 Groupon介紹 -------------------------------------- 5
第二節 網路團購行為 ------------------------------------- 6
第三節 科技接受因素 ------------------------------------- 10
第四節 知覺風險 ------------------------------------------ 14
第五節 消費者涉入程度 ---------------------------------- 18

第三章 研究方法

第一節 研究架構 ------------------------------------------ 24
第二節 研究假說 ------------------------------------------ 25
第三節 各項變數操作定義與衡量 ---------------------- 26
第四節 問卷發展 ------------------------------------------ 30
第五節 研究對象與資料蒐集 ---------------------------- 32
第六節 資料分析方法 ------------------------------------- 33

第四章 資料分析

第一節 敘述性統計 --------------------------------------- 34
第二節 信度與效度分析 ---------------------------------- 39
第三節 相關係數分析 ------------------------------------- 42
第四節 假說檢定 ------------------------------------------ 45
第五節 小結 ------------------------------------------------ 56

第五章 結論與建議

第一節 研究結論 ------------------------------------------ 57
第二節 實務建議與研究貢獻------------------------------ 58
第三節 研究限制及後續研究建議------------------------ 59

參考文獻 ------------------------------------------------------ 61

附錄 ------------------------------------------------------------ 67

表 目 錄

表2-4-1 Forsythe & Shi知覺風險構面------------------ 18
表2-5-1 涉入類型------------------------------------------ 20
表2-5-2 Laurent and Kapferer消費者涉入量表-------- 23
表3-3-1 科技接受因素的衡量問項---------------------- 27
表3-3-2 知覺風險的衡量問項---------------------------- 28
表3-3-3 消費者涉入程度的衡量問項------------------- 29
表3-3-4 團購意願的衡量問項---------------------------- 30
表4-1-1 受訪者基本資料--------------------------------- 34
表4-1-2 科技接受因素之平均數與標準差-------------- 37
表4-1-3 知覺風險之平均數與標準差------------------- 38
表4-1-4 消費者涉入程度之平均數與標準差----------- 38
表4-2-1 信度分析表--------------------------------------- 39
表4-2-2 科技接受因素之因素分析表------------------- 41
表4-2-3 知覺風險之因素分析表------------------------- 42
表4-3-1 Pearson相關係數分析--------------------------- 44
表4-4-1 知覺易用性與知覺有用性迴歸整體模式分析表------------------------------------------------ 46
表4-4-2 知覺易用性與知覺有用性迴歸係數分析表-- 46
表4-4-3 主觀規範與知覺有用性迴歸整體模式分析表--------------------------------------------------- 47
表4-4-4 主觀規範與知覺有用性迴歸係數分析表----- 47
表4-4-5 知覺有用性與團購意願迴歸整體模式分析表--------------------------------------------------- 48
表4-4-6 知覺有用性與團購意願迴歸係數分析表----- 48
表4-4-7 知覺有用性與態度迴歸整體模式分析表----- 49
表4-4-8 知覺有用性與態度迴歸係數分析表----------- 49
表4-4-9 態度與團購意願迴歸整體模式分析表-------- 50
表4-4-10 態度與團購意願迴歸係數分析表-------------- 50
表4-4-11 知覺風險與團購意願迴歸整體模式分析表-- 51
表4-4-12 知覺風險與團購意願迴歸係數分析表-------- 51
表4-4-13 消費者涉入程度對知覺有用性與團購意願迴歸干擾的整體模式分析表------------------- 52
表4-4-14 消費者涉入程度對知覺有用性與團購意願迴歸干擾的係數分析表------------------------- 53
表4-4-15 消費者涉入程度對知覺風險與團購意願迴歸干擾的整體模式分析表---------------------- 54
表4-4-16 消費者涉入程度對知覺風險與團購意願迴歸干擾的係數分析表---------------------------- 55
表4-5-1 研究假說之整理分析---------------------------- 56

圖 目 錄

圖1-3-1 研究流程圖--------------------------------------- 4
圖2-3-1 科技接受模型------------------------------------- 12
圖3-1-1 研究變數與架構---------------------------------- 25
圖3-4-1 問卷設計之流程架構---------------------------- 31

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