影響華人企業網路團購再惠顧意願之研究- 關係行銷觀點

Factors influencing Chinese enterprises online groupbuying repurchase intention: A relationship marketing perspective

隨著臺灣網路購物市場的日趨成熟，網路團購已成為許多消費者日常的購物模式。本研究聚焦探討消費者發起的網路團購模式，團購團購是由主購在團購網站上發起團購訊息，號召有共同興趣的消費者參與。過去研究較少探討有關網路團購之網站以及主購運用關係行銷驅動消費者之再惠顧意願。經文獻探討後，將關係行銷三種連結方式與口碑作為前置因子，透過信任來影響團購的再惠顧意願。本研究以有網路團購經驗的消費者作為實證研究對象，問卷區分為團購網站與主購兩種，採便利抽樣與滾雪球方法，以網路問卷調查方法共取得177份團購網站與134份主購的有效樣本，並以結構方程模式（SEM）驗證本研究所建構之假設關係。研究發現如下：（1）在團購網站群組，財務連結對團購網站信任有正向影響，在主購群組，社會連結對主購信任有正向影響；（2）兩群組樣本中，口碑皆為影響消費者對團購網站信任或主購信任的最重要因素；（3）兩群組樣本中，信任皆會正向影響消費者對團購網站與主購的再惠顧意願。本研究據此提出重要的理論與實務意涵。

Online group-buying has become a prevalent shopping model for consumers. A common practice of online group-buying contains a so-called initiator, followers, and the online platform. Prior studies mainly focus on factors influencing followers’ participation behavior or purchasing intention. Few studies have further discussed factors that drive followers’ re-purchase intention and how group-buying platforms and initiators make use of relationship marketing to trigger such favorable consumer behavior. This study examines the effect of relational bonds and word-of-mouth (WOM) on trust to further impact on repurchase intention towards both initiator and platform. This study deploys online questionnaires through convenience and snowball sampling methods to collect a total of 177 (platform-focused) and 134 (initiator-focused) valid responses from experienced followers. Structural equation modeling (SEM) is used to examine the hypotheses. The results show that (1) financial bond is the only relational bond to positively impact on trust for the platform-focused group while social bond is the key factor that influences trust for the initiator-focused group, (2) WOM is the key factor that drives followers to trust the platform and the initiator, (3) trust positively influences followers’ repurchase intention towards both the platform and the initiator. Important theoretical and managerial implications are also discussed.