社會資本與結果預期對線上團購持續參與意圖之探討

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姓名

李若華(Jo-Hua Lee) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

社會資本與結果預期對線上團購持續參與意圖之探討
(Exploring Social Capital and Outcome Expectation on Online Group Buying Continuous Intention)

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摘要(中)

線上團購是人們透過網路的力量匯集人數來共同購買，在網際網路的社群裡，人們來自四面八方，彼此互不相識，但成員們之間的互動是建立社群網絡的基礎，因此本研究運用社會資本的三大構面進行實證與討論。另外，人們參與線上團購的主要原因是為了藉由集體購買達到更優惠的折扣，若消費者預測自己可以透過線上團購得到好處，將會增加參與線上團購的機會與次數，故本研究運用結果預期對線上團購持續參與意圖進行實證與討論。
本研究使用網路問卷調查方式，以台灣地區擁有線上團購經驗的消費者作為研究對象，共回收381份問卷，有效問卷為319份，有效問卷回收率為83.73%。本研究以結構方程模式進行數據分析與模型驗證，實證結果顯示橋接型、歸屬感、共同願景、個人結果預期以及社群結果預期對線上團購持續參與意圖有正向顯著關係；結合型和互惠對線上團購持續參與意圖有負向顯著關係；而信任、共同語言與符號對線上團購持續參與意圖沒有顯著關係；在不同團購型態下，僅有互惠對線上團購持續參與意圖有顯著差異。

摘要(英)

Online group buying (OGB) refers to a certain number of consumers who join together as a group via Internet for the purpose of buying. In virtual community, people come from everywhere and don’t know each other, but the interaction between members is the basis for the establishment of community network. Therefore, this study develops an explanatory model to explain how social capital affect consumer continuous intention toward online group buying. In addition, the main purpose of involving in online group buying is to have discount through buying together. If consumers predict that they can benefit through online group buying, they will increase the opportunity and frequency to participate in online group buying. Therefore, this study develops an explanatory model to explain how outcome expectation affect consumer continuous intention toward online group buying.

This study collects 381 samples in total by using internet questionnaires, however only 319 questionnaires or 83.73% are valid enough for use. In this study, the structural equation model is used to verify the results. The empirical results show that bridging, belongingness, shared vision, personal outcome expectation and community-related outcome expectation have significant positive effect on continuous intention toward online group buying. Bonding and reciprocity have significant negative effect on continuous intention toward online group buying. Trust and shared language and codes are not significant. Finally, only reciprocity has significant positive effect under different types of online group buying.

關鍵字(中)

★ 線上團購
★ 社會資本
★ 結果預期
★ 持續參與意圖
★ 團購型態

關鍵字(英)

★ Online Group Buying
★ Social Capital
★ Outcome Expectation
★ Continuous Intention
★ Types of Online Group Buying

論文目次

摘要 I
Abstract II
誌謝 III
圖目綠 VI
表目綠 VII
第一章緒論 1
1-1研究背景 1
1-2研究動機 3
1-3研究目的 5
1-4研究流程 6
第二章文獻探討 7
2-1線上團購 7
2-2社會資本理論 10
2-3結果預期 15
第三章研究方法 17
3-1研究架構 17
3-2研究假設 18
3-3研究變數操作型定義及問項設計 22
3-4研究對象與資料來源 28
3-5統計分析方法 28
3-5-1樣本資料分析 29
3-5-2信度檢定 29
3-5-3效度檢定 29
3-5-4假設驗證 30
第四章資料分析與研究驗證 34
4-1樣本基本資料分析 34
4-2研究構面敘述性統計分析 37
4-3測量模型之信效度分析 39
4-3-1信度分析 39
4-3-2效度分析 40
4-4結構模型路徑分析 43
4-4-1研究模型與模型配適度檢定 43
4-4-2路徑分析結果 44
4-4-3研究假設驗證結果 45
4-5調節變數比較分析 46
第五章結論與建議 47
5-1研究討論 47
5-2管理意涵 51
5-3研究限制與後續研究建議 53
參考文獻 54
附錄一問卷 65

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指導教授

洪秀婉(Shiu-Wan Hung)

審核日期

2017-6-15

推文