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研究生:彭光華
研究生(外文):PENG,KUANG-HUA
論文名稱:以延伸型整合科技接受模式探討團購網消費者之使用意向─以GOMAJI為例
論文名稱(外文):The Study on the Intention of Online Group-Buying Customers Based on UTAUT2 Theory- A Case of GOMAJI
指導教授:蕭志清蕭志清引用關係
指導教授(外文):HSIAO, CHIH-CHING
口試委員:陳月香梁佳玲
口試委員(外文):CHEN, YUEH-SHIANGLIANG, JIA-LING
口試日期:2017-07-14
學位類別:碩士
校院名稱:高苑科技大學
系所名稱:資訊科技應用研究所
學門:電算機學門
學類:電算機應用學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:99
中文關鍵詞:延伸型整合科技接受模式網路團購電子商務統計分析
外文關鍵詞:UTAUT2Online group buyinge-commercestatistical analysis
相關次數:
  • 被引用被引用:2
  • 點閱點閱:324
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  • 下載下載:7
  • 收藏至我的研究室書目清單書目收藏:3
近年來,新興的電子商務模式快速崛起,消費趨勢受到行動裝置普及、網路運用便利以及人們消費習慣改變的影響,網購市場在傳統的B2C商業模式平台中增添O2O消費模式之相關功能,以吸引消費者從事購買行為。網路團購,一項令人注目的新電子商務模式,是指一群人透過網路平台集結,以團體購買的大量方式來提升對廠商/商店的議價能力。由於團購是以大量購買的方式,消費者可以提升對店家的議價能力,店家為搶得先機也會去了解網路團購消費者的購買行為。可想而知,隨著團購使用者數量大幅增加,相對的在學術上對團購消費者的使用傾向也有相當廣泛的研究。

本研究以延伸型整合科技接受模式為主架構,建立整體研究模型,並以具有O2O消費模式平台之使用經驗者作為研究對象,透過網路平台收集樣本資料,共回收264份有效問卷。後續進行樣本資料的統計分析,再探討各個變數間之影響,再利用SPSS 22.0版統計軟體做進一步的假設檢定。

本研究結果顯示「績效期望」、「努力期望」、「社群影響」、「便利條件」、「享樂動機」、「價值衡量」與「習慣」對「行為意圖」有正向的顯著影響。而「便利條件」與「習慣」對「實際行為」有正向的顯著影響;此外,「行為意圖」對「實際行為」有正向的顯著影響。
本研究結果可供網路團購平台業者之實務參考、運用,藉以評估消費者的意願之提升,並可更進一步提出未來的行銷策略及營運方針。
Recently, Group buying sites boost e-commerce that the consumption trend has been influenced by mobile devices, the Internet, and the variation of the consumers’ habits. In order to attract consumers in purchasing, the traditional B2C platform has additional functions provide by the Online-to-Offline (O2O) model in online shopping market. At the same time,Group-Buying, has become more and more popular in e-commerce, which offers bargains on products and services at significantly reduced prices on the condition that a minimum number of buyers would make the purchase. Since group buying is the way of a large amount of buying, consumers can boost bargaining power against the vendors, and to seize the initiative the vendors will also attempt to understand the purchasing behaviors of the Internet group buying consumers. Naturally, the number of group buyers has significantly increased, the relative studies related to group buyers’ intention are also quite extensive.
In this study, a model based on Unified Theory of Acceptance and Use of Technology Extended (UTAUT2) was built. This study explores the factors that intention of comsumers toward group buying. Totally 264 effective samples of subjects experiences of Online-to-Offline (O2O) were taken to execute statistic analysis, explores the factors that buyers’ intention toward group buying, and SPSS 22.0 for Windows were using to verify the hypotheses on the basis set on those sample data.
The results show that Performance Expectance ,Effort Expectancy, Social Influence ,Facilitating Conditions, Hedonic Motivation, Price Value, and Habit have positive effect on the Behavioral Intention;Price Value and Habit have positive effect on the Use Behavior. Meanwhile, Behavioral Intention has a positive effect on Use Behavior. This study may help group buying platform owners to assess customer intention, anticipate the effectiveness, and provide further insights for the development of group buying marketing strategies.
謝誌 I
摘要 II
Abstract III
目次 IV
表次 VI
圖次 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 名詞釋義 6
第四節 研究流程 8
第二章 文獻探討 10
第一節 線上團購現況與發展 10
第二節 Gomaji團購網 14
第三節 科技接受模式理論與相關研究 21
第四節 延伸型整合性科技接受行為與相關研究 39
第五節 購買意向 56
第三章 研究設計 59
第一節 研究架構 59
第二節 研究假設 60
第三節 研究變項之操作型定義 64
第四節 研究工具 66
第五節 研究對象 71
第六節 資料分析方法 71
第四章 資料結果與分析 74
第一節 敘述性統計分析 74
第二節 對問卷量表分析 79
第三節 假說與模型驗證 83
第四節 假說驗證結果 87
第五章 結論與建議 94
第一節 研究結論 94
第二節 對實務界的研究貢獻與意涵 95
第三節 研究限制 97
第四節 未來之研究方向與建議 98
參考文獻 100
附錄一:問卷 118
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