疫情年代　你適合社群團購嗎？

Are you suitable for online group buying in social media during the COVID-19?

近期研究表明，消費決策風格與消費涉入是理解線上團購續購意願的關鍵因素，但很少研究者對消費涉入的中介影響進行探索。本研究目的在測試台灣消費者的決策風格，包括品質完美型、品牌偏好型、新穎流行型、休閒享樂型、物超所值型、忠誠習慣型、衝動購物型和選擇困擾型等八種，是否會透過團購社群涉入而對線上社群團購續購意願產生間接影響。其次，我們邀請有社群團購經驗的台灣消費者協助填答，並採線上問卷與便利抽樣方式取得數據。且利用SPSS & SmartPLS統計軟體進行分析。實證結果發現，團購社群涉入在休閒享樂決策風格消費者對社群團購續購意願的影響中，扮演著關鍵中介的角色。而新穎流行、休閒享樂與忠誠習慣決策風格的消費者對於團購續購意願有直接顯著的影響。

Recent researches have discussed consumer decision-making styles and consumer involvement as crucial factors in understanding group buying in social media, but none has analyzed their collective impact. This study designs consumer involvement as the mediator in the relationship between consumer decision-making styles and their intention to continue online group buying in social media. The results show that involvement significantly mediates the relationships between the recreational, hedonistic consumer decision-making styles and their intention to continuous buying. Interestingly, the novelty-fashion conscious; recreational, hedonistic; habitual, brand loyal decision-making styles show significant direct effects but no mediation through involvement.