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研究生:陳貞妮
研究生(外文):Chan, Jennifer
論文名稱:社會認同對團購網站使用者再購意願的干擾作用
論文名稱(外文):The Moderating Effect of Social Identity on Users’ Repurchase Intention in the Context of Online Group Buying
指導教授:洪叔民洪叔民引用關係
指導教授(外文):Horng, Shwu Min
學位類別:碩士
校院名稱:國立政治大學
系所名稱:企業管理研究所
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
畢業學年度:103
語文別:英文
論文頁數:53
中文關鍵詞:團購社會認同滿意度信任度再購意願電子商務
外文關鍵詞:Group BuyingSocial IdentitySatisfactionTrustRepurchase IntentionE-Commerce
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近年來,使用線上團購網站來購物的消費者逐日增長。隨著提供線上購物服務的電子商務業者增多,業者之間的競爭狀況也日漸激烈。因此,團購網站業者必須了解影響消費者再購意願的因素,並藉此建立除了價格優惠之外的優勢來提升自己的競爭力。
本研究使用計畫行為理論來建立研究架構,並分別探討消費者對於產品和團購網站的滿意度、信任度及再購意願之間的關聯性。此外,本研究也探討消費者在團購網站中的社會認同程度對於信任度及再購意願關聯性的干擾作用。
本研究以曾經使用過團購網站來購物的消費者為研究對象,並蒐集了300份有效問卷,再使用偏最小二乘回歸分析法分析並獲得結論。分析結果顯示,消費者對於產品及團購網站的滿意度、信任度及再購意願之間皆為正向關係。此外,消費者的社會認同程度對於信任度及再購意願之間的關聯性具有負向干擾作用,表示社會認同程度越低的消費者如果對於所購買的產品感到信任,他對於同項產品的再次購買意願和再次使用同購物網站的意願的關聯性就會越高。最後,基於以上研究分析結果,本研究將提出管理意涵及建議,並希望能對相關領域的研究有所貢獻。

Online group buying has become increasingly popular in recent years. As the number of e-commerce businesses escalates, so has the competition among these businesses. Companies need to understand what factors influence customers’ repurchase intention, and provide more than just discounted prices in order to compete in this challenging market.
Built upon the theory of planned behavior (TPB) model, this research discusses how customer satisfaction could influence trust and how trust could influence repurchase intention. Satisfaction, trust, and repurchase intention of group buying websites and products were examined separately, and their relationships were investigated as well. Furthermore, customers’ social identity of the group buying websites that they have used to make purchases have been measured, and the moderating effects of social identity toward the relationship between trust and repurchase intention are discussed in this research as well.
300 effective samples were collected, all of which are customers who have made purchases on group buying websites before. PLS regression analysis reported that there are positive relationships between customer satisfaction and trust, and also between trust and repurchase intention. Additionally, this research has found a negative moderating effect of social identity toward the relationship between “trust toward the product” and “repurchase intention of the same product traded any website”, and also between “trust toward the product” and “repurchase intention of any product traded in the website used”. Last, managerial implications of my findings are outlined and discussed.

Chapter One: Introduction 1
1-1 Research Background and Motivation 1
1-2 Research Scope and Purpose 5
1-3 Research Process 7

Chapter Two: Literature Review 8
2-1 Online Group Buying 8
2-2 Theory of Planned Behavior 9
2-3 Social Identity 12
2-4 Satisfaction 13
2-5 Trust 14
2-6 Repurchase Intention 16

Chapter Three: Research Framework 19
3-1 Research Framework 19
3-2 Hypotheses 20

Chapter Four: Analysis 26
4-1 Questionnaire Development and Data Collection 26
4-2 Descriptive Analysis 28
4-3 Reliability and Validity Analysis 29
4-4 Partial Least Square Regression 34
4-5 Moderating Effects of Social Identity 36

Chapter Five: Conclusion 38
5-1 Research Results 38
5-2 Managerial Implications 39
5-3 Research Limitations and Future Research Directions 41

References 43

Appendix - Questionnaire 50

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