消費者線上團購意圖的剖析

Analysis of Consumers’ Online Group-Buying Intention

本研究以社會交換理論(social exchange theory)與個人購買習性（衝動性購買、快樂需求）為理論基礎，探討消費者參與線上團購的意圖。同時以量化（問卷調查）與質性（消費者對主購評價）資料，分析消費者參與線上團購時各構面之間的關係，以及可能的原因。本研究以e-mail方式隨機發放問卷給Negogo團購網的消費者。總共發出350份問卷，回收有效問卷共213份，並以SPSS與PLS進行量化資料之分析、質性資料則以語幹分析法進行；研究結果發現：(1)團購意圖會受到網站聲譽、重要他人（朋友）、主購承諾、快樂需求的正向顯著影響；(2)衝動性購買會受到重要他人（朋友）的正向顯著影響；(3)網站信任與主購信任會受到網站聲譽的正向顯著影響；(4)品質評價會正向顯著影響主購信任；(5)主購信任會正向顯著影響主購承諾；(6)特別重要的是本研究發現主購承諾扮演著主購信任與團購意圖的中介變數。最後，並提出本研究對學術、實務上的貢獻，研究限制與未來研究方向。

Based on the Social Exchange Theory and the individual purchasinghabits(impulse buying, hedonic need), this study explores consumers’ online group-buying intention. Data for this study were primarily collected via an email survey. There are 213 subjects’data are validness, then quantitative and qualitative data were been analyzedby SPSS, PLS and “theme analysis”method. This paper found: (1) the website’ reputation, important others (friends), customer to the initiator’ commitment and hedonic need, has positive significant positive effects on consumers’ intention to join online group-buying; (2) the important others (friends)has significant positive effects on impulsive buying; (3) the website’ reputation has significant positive effects on consumers’ trust to website and initiator; (4) quality reviews has significant positive effects on consumers’ trust to initiator; (5) the consumers’ trust to initiator has significant positive effects on to initiator’ commitment; (6) the customers to initiator’ commitment plays a mediator role between consumers’ trust to initiator and consumers’intention to join online group-buying. Finally, academic,practical contributions; limitation and future direction havebeen shed light on.