參考群體的社會性認同對個人網路團購決策之影響

The Study of Social Identification Effect of Reference Group on Individual Consumer’s Internet Group Purchasing Strategy

網路團購乃因一群消費者擁有相似的目標或興趣，而致使他們自願集結團體的購買力量，來對特定廠商進行議價，以獲取優惠的商品價格。本研究探討在親朋好友所發起的網路團購情境下，參考群體的社會性認同因素對個人網路團購決策之影響。實證結果發現，在參考群體的影響方面:(1)認知性 社會認同會正向影響個人的網路團購意願，並負向影響個人的認知努力知覺；(2)評價性社會認同會正向影響個人的網路團購意願，以及正向影響個人的知覺價值；(3)情感性社會認同會正向影響個人的網路團購意願，並負向影響個人的知覺風險感受。而在個人決策方面，知覺價值會正向影響網路團購意願，但認知努力與知覺風險均會負向影響網路團購意願。

Internet group purchasing (IGP) occurs when a group of consumers who share similar goals and interests join their buying power to acquire preferable prices from sellers. In this study, an IGP is arranged by knowing well consumers. This study examines how the social identification of reference group may influence individual consumer’s IGP strategy. The empirical results of the reference group effects show that: (1) cognitive component of social identification can positively affect individual consumer’s IGP intention and negatively affect individual consumer’s cognitive effort; (2) evaluative component of social identification can positively affect individual consumer’s IGP intention as well as perceived value; (3) affective component of social identification can positively affect individual consumer’s IGP intention and negatively affect individual consumer’s perceived risk The empirical results about individual consumer’s IGP strategy show that perceived value can positively affect IGP intention; however, cognitive effort and perceived risk can negatively affect IGP intention.