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網路團購動機與衝動性購買調節效果之研究 = A Study on the...

國立高雄大學亞太工商管理學系碩士班

網路團購動機與衝動性購買調節效果之研究 = A Study on the Motivation of Online Group-buying and the Moderating Effect of Impulsive Buying

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Study on the Motivation of Online Group-buying and the Moderating Effect of Impulsive Buying
作者:	游于逸,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民99[2010]
面頁冊數:	73面圖，表 : 30公分;
標題:	線上團購
標題:	online group buying
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/73116127950255974273
摘要註:	近幾年來隨著網路普及、網路購物興盛，線上團購亦成為一股新興的購物方式；然而，過去研究在探討線上團購時，大多把價格當成消費者參與線上團購的唯一動機，針對其他因素的探討較少著墨，因此本研究藉由蒐集文獻、訪談消費者及專家的方式，了解消費者參與線上團購的動機並將其進行分類，發展出本研究之實證研究架構。本研究以計畫行為結論為研究架構基礎，探討消費者參與線上團購的動機是否會影響其參與線上團購的態度，以及態度、主觀規範、知覺行為控制是否會影響消費者再次參與線上團購的意圖。最後再加上衝動性購買傾向作為調節變數，探討其是否會影響參與線上團購的態度及再次參與線上團購意圖間的關係。　　本研究針對參與過線上團購的消費者進行問卷發放，扣除無效樣本後，有效樣本數為643筆。經資料分析後結果總共有以下三點，首先，對團主的信任、價格、過去經驗、嚐鮮、服務品質中的網站設計，皆正向影響消費者參與線上團購的態度。此外，信任中介了口碑、服務品質中的可靠性、服務品質中的回應對參與線上團購的態度的影響；次之，在計畫行為結論的部分，態度及知覺行為控制會正向影響消費者再次參與線上團購的意圖；最後，衝動性購買傾向則是呈現負向的調節效果。　　根據資料分析結果，本研究提出結論與建議，供學術及實務界做為參考，亦希望能提供團主及網站業主一些意見，以便有效改善消費者參與線上團購的態度、意圖，及行銷策略擬定上的參考。　　Owing to the popularity of the Internet and the flourishing of online shopping in recent years, online group buying has become a new and developing fashion of shopping. Previous studies on online group buying mainly considered prices as the only motivation of consumers to take part in the activity and regarded less on other factors. This study therefore understands and classifies the motivations of consumers to participate online group buying through literature review and interviews with consumers and experts to develop the empirical framework. This study is based on the theory of planned behavior, discusses whether the motivations of consumers to participate online group buying would affect the attitude toward group buying as well as the attitudes, the subjective norms, and perceived behavioral control would influence the intentions of re-participating online group buying. Also, the moderating effect of impulsive buying tendency on the relationship between the attitude toward online group buying and the intention of re-participating online group buying is investigated in this study.　　Questionnaires, in this study, are distributed to consumers who have taken part in online group buying; and 643 valid questionnaires are acquired after discarding invalid ones. Having analyzed the data, the findings firstly show that trust toward the leader of online group buying, prices, prior experiences, novelty, and website design of service quality would positively affect the attitude of consumers participating online group buying; besides, trust mediates the relationship between word-of-mouth, trust of service quality, and responsiveness of service quality and the attitude toward online group buying. Secondly, regarding the theory of planned behavior, attitude and perceived behavioral control would positively affect the intention of consumers re-participating online group buying. Finally, impulsive purchase tendency exhibits negative moderating effect.　　According to the findings, this study proposes conclusion and suggestions for scholarly societies and practice communities as references, and expects to provide leaders of online group buying and website vendors some proposals for improving the attitude and intention of consumers participating online group buying, as well as for the references of marketing strategy plan.

網路團購動機與衝動性購買調節效果之研究 = A Study on the Motivation of Online Group-buying and the Moderating Effect of Impulsive Buying
游, 于逸

網路團購動機與衝動性購買調節效果之研究 = A Study on the Motivation of Online Group-buying and the Moderating Effect of Impulsive Buying / 游于逸撰 - [高雄市] : 撰者, 民99[2010]. - 73面 ; 圖，表 ; 30公分.
參考書目：面.
線上團購online group buying

網路團購動機與衝動性購買調節效果之研究 = A Study on the Motivation of Online Group-buying and the Moderating Effect of Impulsive Buying
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