影響主購再度發起團購意願的因素研究

Abstract

台灣的團購環境是由主辦團購事務的人出面擔任主購進行與團員和廠商協調的工作，而參與跟團的成員就叫做團員。參與團購的人可以利用比較低廉的價格購買商品、節省運費，是此商業模式發展的主要趨力。而團購事務中的主要角色即為發起團購的主購，若主購因為某些因素不願再度發起團購，會讓整體的團購事務逐漸萎縮，所以本研究利用期望確認理論與先前學者所做的質性研究結果，想要探討影響主購再度發起團購的原因。本研究的主要目的就在：了解會影響主購願意再度發起團購的主要因素 經由台灣主要的電子佈告欄台大批踢踢實業坊(ptt.cc)與台灣最大的團購網站愛合購(ihergo)發佈研究用的網路問卷，最後共收回447份有效問卷，從線性結構模式分析的結果：原先假設情感受損和自身利益受損會影響主購再開團意願，但是研究的結果顯示此關係並不明顯，但是在收集到的問卷資料裡分析後發現主購在處理訂單的時間是最讓主購挫折的，另外，根據期望確認理論所提出的各個構面：期望、確認、滿意度、再開團意願，構面間也被證實有連結的關係，開團前的期望程度會影響開團後的確認程度和滿意度，而確認程度也會影響滿意度，滿意度會再影響再開團意願，未來的研究發展可以再引進不同的外部變數來探究影響主購再發起團購意願的原因。

The situation of group-buying in Taiwan is that the head of group-buying is the one who communicate with the members of group-buying and the stores. Other people who join the group-buying are the members of group-buying. Saving the transportation expense and using the lower price to buy the items is the driving force of this business model. This research uses expectation confirmation theory (ECT) and the qualitative research done by the previous researchers as a framework for the research. The purpose of this research is predicting the determinants of a leader to continue raising a group-buying. The research questionnaire was posted in the largest bulletin board system in Taiwan, the PTT (ptt.cc), and the largest group-buying web site, ihergo. In the end, 447 valid samples were collected. By using the structural equation modeling (SEM) that the original hypothesis which is friendship ruined and losting personal resource will influence the continunuity of rising a group-buying does not hold. But, by analyzing the collected data we found that the time of arranging the order list is the most frustrate for the head of group-buying. Other analytic results are that the expectation before raising the group-buying will influence the confirmation and satisfaction after the group-buying is finish, the confirmation will influence the satisfaction, and the satisfaction will strongly influence the continuance intentions. The further research suggestion is to find variant determinants which can predict of leader continuance intentions for raising a group-buying. Key word: the head of group-buying、continuance intentions、expectation confirmation theory、qualitative research