以Rasch模式探討網路團購行為之影響因素

Abstract

隨著臺灣網路購物市場趨於成熟，網路購物已成為許多消費者日常的活動，而由網路購物所衍生出的團購，則是目前網購市場中非常熱門的採購型態。國內外關於團購研究中大多以不同的構面探討消費者團購行為，但仍缺乏完整性的架構。因此，本研究以過去的相關研究架構為基礎，並加入了個人及風險構面，建立一整合性的架構，來探討影響消費者團購行為的關鍵因素。 本研究主要採用Rasch Model做為資料分析工具，以避免傳統分析方法將順序尺度視為等距尺度，在統計上存在著可加性的疑慮，除了可解決上述的問題之外，亦可瞭解不同類型的消費者所在乎的因素；而透過傳統的平均數及標準差分析，結果發現平均數分布趨於一致，無法看出受試者同意的程度為何。接著再使用線性迴歸法與變異數分析法，找出各構面對消費者在進行團購之影響程度為何，並比較不同社經變數的消費者於各個構面感認之差異。本研究以有團購經驗之消費者做為實證研究對象，進行問卷調查。問卷內容分成經濟觀點、個人觀點、信任觀點、社會觀點、風險觀點及團購意願六大部份。問卷資料係透過網頁填答及一般面對面問卷2種方式，共回收有效問卷473份，問卷有效率為92%。 研究結果發現，整體而言，大部份消費者較偏好使用團購購買商品。當消費者在進行網路團購時，他們較容易被折扣低商品所吸引；隨著購買人數上升，產品知名度也會隨之上升；當團員越信賴主購時，其團購意願亦會隨之上升。此外，線上團購資訊也是影響消費者參與團購的重要依據之一。消費者認為參與團購可能會等待很久才會拿到商品，及擔心收到商品不如網站上所描述，顯示等待時間及產品品質是消費者所重視的。從結果中所發現較特別的是消費者並不擔心會發生財務損失，這與一般認知會發生的網購風險不同。在學術方面，建議未來的研究可以針對人口密度或交通運輸便利性等因素，來量測消費者對於團購的財務風險感受的程度為何，以便瞭解在不同地區或國家之消費者，對於網路團體之同異處。而在實務面，由於目前團購市場還有很大商機，未來欲想經營團購之業者可以強化主購評價機制並與物流業者聯盟，利用宅配到府服務，俾能替消費者創造最大價值。

Group-buying has become more and more popular in e-marketing. Lots of past researches of group-buying focused on relationships between discounts and quantities. However, the complete structure is still insufficient. Therefore, the aim of this study was to make a complete structure of integration from previous researches, and the dimensions of “Personhood” and “Risk” were also combined with the structure. In this study, Rasch Model was used to analyze data because it can avoid additivity of Likert Scale in statistics. That Traditional analyses treats ordinal scale as interval scale is prevented, too. In addition, Rasch model can present important factors from different clusters of samples. By using regression and ANOVA, this study explored the influence extent of the consumers’ intention to behave group-buying in different aspects. Besides, this thesis compares the sense extent of the consumers with different socio-economic variables in every aspect. The questionnaire of this thesis contains six portions. The results are collected from the internet and face to face interview. Total 516 samples are posted and 473 questionnaires are valid. The valid response rate is 92%. The results of this research indicated that most consumers would like to join activities of grouping-buying in the e-marketing. When consumers conduct grouping-buying activities, products with more discounts attract more consumers. As the purchase goes up, the popularity of the product goes up. It has positive influence on intention of group-buying when consumers had highly trust on the initiator. The consumers concern that it will take a long time to receive the goods and the real quality mismatches the information on the website. This shows the lead time and quality are what consumers value. What is special in this research result analyzed by Rasch Model is that consumers do not care about the financial loss. This result is different from what we predict for on-line shopping risk. There are great business opportunities in group-buying market. For future business in group-buying market, to enhance the feedback mechanism of initiators and have alliance with logistic service will maximize the benefit for consumers.