英文摘要 |
With the growth of various kinds of e-commerce, office online group buying (OOGB), which lessens the tense atmosphere in the offices, is becoming one of the leisure activities for employees. OOGB not only puts together requests for same products to increase bargaining power but also enhances total purchasing amount to get free shipping. The study is based on motivation theory and theory of reasoned action, integrating perspectives of personal motives and social motives to look into the issue. The study uses the questionnaire method and subjects are public elementary school teachers in Tainan who have taken part in OOGB. In total, there are 415 questionnaires handed out and after eliminating those with incomplete answers and respondents who have never joined OOGB, 370 questionnaires remain valid. The acquired data are analyzed by SmartPLS and SPSS and conclusions are: (1) Vital factors to affect OOGB members’ intention are hedonic motivation and price in personal motives, herd behavior in social motives, along with initiators’ characteristics and improving interpersonal relationships; (2) social motives such as herd behavior, initiators’ characteristics and improving interpersonal relationships has stronger impact on purchasing intention and purchasing behaviors than personal motives such as hedonic motivation and price. Results of the study show that there are both personal motives and social motives for anyone who joins OOGB and that the study improves the problem that studies in the past only looked at personal motives or social motives. At the same time, results also prove that consolidation pattern used in the study has clearer explanation on the relationships among the motivation, intention, and behavior of the OOGB members. Moreover, results of the study also indicates social motives have deeper influence than personal motives, which means OOGB is a purchasing behavior based on social shopping. |