影響網路團購行為因素之研究

Abstract

「團購」是充分展現團結力量大的一項行為。隨著網路人口與虛擬社群網站的成長，經由網路快速而方便交易的電子商務形式自然也是隨之成長。網路團購是其中的一種型式。本研究欲探討科技接受因素和知覺風險對網路團購意願的影響；同時也要探討，在目前兩種主要的團購類型及消費者不同的涉入程度之下，是否會對消費者在科技接受因素和知覺風險與網路團購意願之間產生干擾作用。本研究以問卷調查法為工具，針對一般消費者發放問卷並使用SPSS軟體進行分析。彙總研究結果如下：科技接受因素對消費者的網路團購意願會產生正向顯著的影響；知覺風險對消費者的網路團購意願會產生負向顯著的影響；不同的團購類型對科技接受因素與團購意願間干擾效果顯著；不同的團購類型對知覺風險與團購意願間干擾作用並不顯著；消費者涉入程度高低對科技接受因素和知覺風險與團購意願間干擾作用不顯著。

Group buying is one of the most fascinating human being’s activities in social commerce. There is always the rule: “The more people get in, the more discounts they get.” As the growing in electronic commerce, the way of group buying has also changed from traditional way to electronic way rapidly.In electronic way, there are also two major kinds of business models for group buying. This study discusses the influence factors of online group buying behavior, such as technology acceptance level and perceived risk. The way how technology acceptance level and perceived risk affect the intention of consumer group buying behavior is well examined. This study also uses the two major types of online group buying behavior and two different levels of consumer involvement as the moderators to examine how they influence the relationship between technology acceptance level, perceived risk and intention. The empirical survey shows the results as following:There is a significant, positive relationship between the technology acceptance level and the intention of online group buying; There is a significant, negative relationship between the perceived risk and the intention of online group buying;The different types of online group buying behavior have a significant moderating effect between technology acceptance level and group buying intention; The different types of online group buying behavior have an insignificant moderating effect between perceived risk and intention; The different levels of consumer involvement have an insignificant moderating effect between technology acceptance level and group buying intention; The different levels of consumer involvement have an insignificant moderating effect between perceived risk and group buying intention.