人格特質與知覺風險對網路團購意願之影響

The Impact of Personal Characteristics and Perceived risk on Online Group Buying Intention

本研究旨在探討人格特質與知覺風險對網路團購意願之影響，以補足研究缺口。本研究以高雄市苓雅區曾參與過網路團購的國小教師為調查對象，以便利抽樣，總計發放280份問卷，有效回收236份，有效回收率84.29 %。施測所得資料以敘述性統計、因素分析、信效度分析、獨立樣本t檢定、單因子變異數分析、相關分析及多元迴歸等統計方法加以分析。研究結果發現：1.五大人格中有三項特質對網路團購意願有顯著正向影響，友善性與開放性較具影響力，外向性次之。2.知覺風險的財務風險與心理風險會阻礙團購意願。3.個人背景變項中，不同性別、年齡、婚姻、及服務年資的消費者對網路團購意願構面，皆有顯著差異；學歷、擔任職務及個人月收入則無顯著差異。本研究並提出相關研究建議予網路團購業者制定行銷策略參考依據。

To bridge the gap of studies, this study is to explore the impact of personal characteristics and perceived risk on online group buying intention. The study investigated the elementary school teachers who joined in the online group shopping in Ling Ya District in Kaohsiung City. With a sample of 236 usable questionnaires out of total of 280, we analyzed the data with descriptive statistics, factor analysis, reliability and validity analysis, independent sample t test, one way ANOVA, correlation and multiple regression analysis. The results show that: 1.Among the Big 5 personality, Agreeableness and openness are two most critical factors, followed by extroversion, positively influencingconsumer’s intentions of online group-buying. 2.Two of perceived risks have a significantly negative impact on online group-buying intention: financial risk and psychological risks. 3. Consumer's gender, age, marriage, and working duration of show significant differences regarding online group-buying intentions, whereas, education, working position and personal income have no significant difference. The paper concludes by providing implications for marketing strategies and future studies.