消費者購買動機研究-以Groupon式團購為例

Abstract

2008年11月Goupon成立於芝加哥，靠著簡單的商業模式，替民眾省下荷包，也讓自己賺了大錢。因此引發本研究以Groupon式團購為研究背景，研究目前消費者的購買行為，了解目前台灣的Groupon消費族群的消費習慣，深入探討消費者的購買動機，此外，考量了影響動機之因素，包含行銷刺激、口碑，最後探討購買動機、行銷刺激、口碑與購買意願的關係。本研究將購買動機分成三個類型的族群，了解各項因素之間是否對不同類性的消費族群有顯著的影響，更探討消費族群對購買意願的差異。本研究將以已有購買經驗之消費者為研究對象，採用問卷調查方式，藉由目標族群填寫問卷，並將填答完整之問卷進行分析，進行實證研究。以下為本研究之重要結論：一、消費者的族群可分為三類「娛樂分享型」、「精打細算型」、「品味享受型」，發現消費者喜愛Groupon的物超所值、和商品的娛樂性，消費者藉由上網觀看新產品資訊，引發購買動機，進而發生購買行為來滿足需求。二、行銷刺激對消費者產生的購買意願影響不如原本就具有購買動機的消費者，顯示應該要去發展出對的行銷策略，來引發購買動機，進而產生購買意願。三、應該要從好的產品開始去建立整個網站的信任，進而讓消費者產生良好的口碑效果，來達成網站經營的良性循環。

Goupon was founded in Chicago in November 2008, relying on a simple business model, not only saving money for people but also making money for itself . This study use the Groupon’s consumers as the research object to explore current consumer behavior and understand Taiwan Groupon consumers’ spending habits and buying motives of the various consumer groups. In addition, the study takes into consideration the factors that influence purchase motivation, including marketing stimuli, word of mouth. This study will examine actual consumer purchasing experience with a questionnaire and follow interview .The following important conclusions has been developed: First, the consumer groups can be divided into three types namely "Entertainment Sharing ","Carefully planning -type "and," Tasteful ".Consumers are interested in Groupon’s value for money. Browsing the new consumer product information via the Internet, They are trigged buying motives, and then a purchase to meet their needs. Second, marketing to stimulate the consumers already with the intention to consume is more effective than those with no intention to consume. The results suggest that they should make the right marketing strategy to trigger motivation first, and then generate purchase intention. Third, it should start from a good product to build the trust of the entire site, thereby allowing consumers the good words of mouth effect, to achieve a virtuous cycle of site operations