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題 名 | 消費者線上團購行為之研究:結合計畫行為、社會交換及價值理論之觀點=A Study on Consumer Online Group Buying Behavior: A Combined Perspective of Planned Behavior, Social Exchange and Value Theories |
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作 者 | 蕭銘雄; 詹仕靖; | 書刊名 | 全球商業經營管理學報 |
卷 期 | 7 2015.09[民104.09] |
頁 次 | 頁61-72 |
分類號 | 496.34 |
關鍵詞 | 網路團購; 社會交換理論; 計畫行為理論; 價值理論; Online group buying; Theory of planned behavior; Social exchange theory; Value theory; |
語 文 | 中文(Chinese) |
中文摘要 | 網路團購已經成為現今新型態的購物模式,不同於傳統的網路購物模式,線上團購是透過群眾合 購的力量使其成本下降。特別是,這幾年間電子商務的蓬勃發展,台灣的網路交易也日益的普及,許 多線上交易行為已經不單只是單純的B2C 或B2B 電子商務服務,使用者議價也成為近幾年網路購物行 為中不可或缺的一環。本研究以計劃行為理論、社會交換理論以及價值理論等觀點,用以探討消費者 團購行為,並以問卷調查方式來蒐集實證資料,回收有效問卷為253 份。資料分析方面,主要先經由 驗證性的因素分析進行量表信度與效度之檢測,並分析其標準差跟平均數的差異,最後以結構方程模 式進行研究模型之驗證。研究結果發現,在計畫行為理論的部分,除了知覺行為控制對於使用意圖並 無影響外,其他構面均具有高度的影響關係。其次,社會面的部分,網路口碑對於使用意圖有其影響, 但是信任卻沒有顯著的影響關係。最後,在消費者價值面向上,網路 購物價值以及商品價值均扮演 消費者在進行團購時 很重要的關鍵影響指標。而透過此分析結果,本研究也提出其具體的建議,供未 來網路團購業者在提高團購的再訪率的參考。 |
英文摘要 | Online group shopping and purchase, featured in cost/price reduction by group power, has become one of the important shopping modes, which is different from personal online shopping modes. In recent years, as e-commerce has become increasingly popular in Taiwan, online transactions has not limited themselves to merely B2C or B2B e-commerce. The bargaining ability of group buyers has become a dominant role in today’s e-commerce and online shopping settings. In this study, we applied the theory of planned behavior, social exchange theory and value theory to explore consumer group shopping and purchase behavior. Then we used questionnaire survey to collect data for empirical study with 253 effective samples collected. In data analysis, we applied confirmatory factor analysis and Cronbach’s Alpha to test the reliability and validity of our research constructs, and used mean and standard deviation to describe them. After that, we applied structural equation modeling (SEM) approach to verifying the research model and hypotheses. The analysis results showed that variables, except perceived behavioral control, from the theory of planned behavior have significant effects on behavioral intention. Moreover, from the social perspective, WOM has a significant effect on behavioral intention, while trust doesn’t. Finally, from the value-oriented aspect, both shopping value and product value have significant effects on behavioral intention. |
本系統中英文摘要資訊取自各篇刊載內容。