臺灣博碩士論文加值系統

依據國家發展委員會「105年個人/家戶數位機會調查」顯示，隨著行動載具的普及，有愈來愈多國人利用操作較簡易的手機直接進入網路世界，目前網路族曾透過手機線上購物(包含團購)每百人有46人。
經濟發展參與部份，以透過網路網路購買物品(含團購)每百人有64人。從網購頻率及金額來看，網購族過去一年平均消費13次，年消費金額17,533元。
隨著網路購物的興起，企業之間競爭激烈，在網際網路和全球化的環境中除了要了解顧客需求，還必須了解影響消費者購買的心理因素。網路團購是透過眾人力量向廠商購買產品來獲得較優惠的價格，了解消費者參與網路團購的因素，需從社會、個人及心理角度去探討。
本研究以Chen and Lu (2015)以及Lee and Park (2008)研究為基礎，去探討消費者線上團購的影響因素，並提出研究架構與研究假設。本研究透過發放網路問卷，用3周的時間來蒐集本研究所需的樣本資料，總共回收221份問卷，刪除無效以及規則性填答問卷後獲得219份有效問卷。
採用結構方程模式來檢視研究假設。根據線上團購購買行為影響因素之探討研究結果顯示，社會因素會影響社會影響力及購買意願。歸屬感對消費者的社會影響力以及從眾行為為顯著的正向關係。團購風險對消費者的從眾行為程度為負向關係。團購風險對消費者的購買意願為正向關係。社會影響力和從眾行為為顯著的正向關係。社會影響力不會直接影響購買意願。從眾行為與消費者購買意願為正向關係，消費者購買意願和購買行為為顯著正向關係。除了團購風險對消費者的從眾行為程度為負向關係。其他推薦、歸屬感、社會影響力、從眾行為、團購風險和購買意願皆會影響消費者的購買行為，且皆為正向影響。本研究依據實證結果提出管理意涵，未來研究建議也於本研究提出。

According to the “2016 Digital Opportunity Survey for Individuals and Households” by National Development Council shows that more and more people surf the internet with the smart phone. Now the proportion of people go online shopping by the smart
phone(including group buying) around 46 persons per hundred.
The proportion of people go online shopping (including group buying) around 64 persons per hundred. In the past year, the online shopping frequency is 13 times and the consumption amount is NT$17,533. In addition to customer demand online, it also needs to understand the psychological factors of consumers. The main idea of online group buying is to recruit a sufficient number of people to generate a volume as the basis for a lower transaction price. It is important to exploring social, personal and psychological
factors which influence why consumers join online group buying.
Based on the studies of Chen and Lu (2015) and Lee and Park (2008), this study explores the factors influence consumer join online group buying and puts forward the research structure and research hypotheses. A period of three weeks to collect questionnaires online, a total of 221 questionnaires were collected and 219 copies were valid after excluding 2 copies. This study adopts structural equation modeling (SEM) to
examine the proposed hypotheses.
The results indicate that social factor is positively related to social influence and behavior. The sense of belonging is positively related to social influence and conformity. Perceived risk is negatively related to conformity. Perceived risk is positively related to online group-buying intention. Social influence is positively related to conformity. Conformity is positively related to online group-buying intention. Online group-buying
intention is positively related to behavior.
Perceived risk is negatively related to conformity. Social influence, sense of belonging, social influence, behavior, perceived risk and online group-buying intention are positively related to behavior. This study is based on empirical results proposed management implications, suggestions for future research is also provided in this study.

摘要 i
目錄 vi
表目錄 viii
圖目錄 x
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第貳章 文獻探討 5
第一節 網路團購 5
第二節 社會因素 8
第三節 歸屬感 10
第四節 社會影響力 12
第五節 從眾行為 14
第六節 團購風險 16
第七節 購買意願和購買行為 18

第参章 研究方法 20
第一節 研究架構 20
第二節 研究假設 22
第三節 變數操作定義 24
第四節 問卷設計及內容 25
第五節 研究對象及抽樣方法 29
第六節 研究分析方法 30
第肆章 實證結果分析 32
第一節 描述性統計分析 32
第二節 驗證性因素分析 40
第三節 結構模式分析 42
第伍章 結論 45
第一節 結論 45
第二節 管理意涵 47
第三節 研究限制與未來研究 48
參考文獻 49
附錄 60

一、中文文獻
國家發展委員會，(2017)，「105年個人家戶數位機會調查報告」，國家發展委員會，
取自：http://www.ndc.gov.tw/cp.aspx?n=55c8164714dfd9e9

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