顧客對團購網站的服務品質滿意度及對網站合作店家信任影響再購意願之研究─以Groupon網站為例

Abstract

全球團購市場熱潮興起，龐大商機吸引網路業者積極佈局，以投資或併購等 方式搶進。在台灣亦有不少業者看上團購的商機，短時間內以銷售團購優惠券為 主要形式的網站紛紛出現。根據資策會產業情報研究所，網路團購成為新興B2C 購物模式，這幾年來台灣網友的團購使用率明顯提高，2009 年只有11%的網友使 用網路團購，2010 年則倍數成長至22.3%。由於團購概念當紅，團購網站的 競爭非常激烈，如何獲得消費者的青睞，無不是各團購網站所關注的焦 點。因此本研究從網站的服務品質以及對於網站合作店家的信任切入， 探討其如何影響消費者的滿意度及再購意願。

本研究衡量網路服務品質構面使用Parasuraman et al.(2005)提出的 E-s-QUAL 的效率、履行、系統可用性、隱私，再加上回應和資訊；信任構面使 用Mayer et al(1995)提出的能力、仁慈、正直來衡量。結果發現團購網站的服 務品質會正向影響滿意度，其中以資訊、履行影響最大，其次為系統可用性、回 應，再來為效率、隱私；消費者對團購網站的滿意度會正向影響對團購網站的再 購意願。另外本研究用人口統計變數以及產品類型對各構面進行差異分析，發現 不同人口統計變數對團購行為、服務品質、信任、滿意度、再購意願皆有顯著差 異；不同產品類型對於信任、滿意度有顯著差異。本研究根據以上發現提出管理 意涵，以供團購網站作為參考。

The massive success of Groupon has spawned an entire group buying industry with many players racing to copy its success. In Taiwan, the “Groupon model＂ has spread like wildfire and Groupon-like wedsites have been popping up like mushroom.According to MIC, group-buying through internet become newly B2C model. In recent years, group-buying rate in Taiwan is growing. There were only 11% of people who used group-buying through internet in 2009, but the rate doubled to 22.3% in 2010. Because of the big opportunity in groupon-buying, there are stiff competition between Groupon-buying websites in Taiwan. Thus, how to gain customers is the important issue to these websites. This study use e-service quality and trust towards shops on the website to find out how these factors affect customer satisfaction and repurchase intention.

This study adopts efficiency, fulfillment, system availability and privacy in E-s-QUALs(Parasuraman et al., 2005) and response, information to evaluate E-service quality. Besides, this study adopts ability, benevolence and integrity from Mayer et al(1995) to evaluate trust. The result shows that e-service quality in group-buying website positively affects customer satisfaction, and customer satisfaction positively affects repurchase intention. In addition, the study analyzes the impacts of demographic factors and type of product to other variables. The result shows that different demographic factors have significant differences in e-service quality, trust, satisfaction and repurchase intention, and different types of product have significant differences in trust and satisfaction. According to the results in this study, the research makes some suggestions to the group-buying website.