| 摘要: | 本研究從資訊系統持續使用預期驗證模式的觀點，試圖辨識出影響團購網站持續使用意圖的顯著前因，與這些因子如何影響團購網站的持續使用意圖。因為趣味性是消費者參加網路團購的主要驅動力之一，所以本研究模式是建構在網路團購情境中，將趣味性感知(perceived playfulness)合併到資訊系統持續使用模式中。並採用網路問卷調查，其資料收集自有團購網站團購經驗的消費者。總共有1514份完整及有效的受訪者資料被進一步分析。 本研究在學術上的貢獻如下: 一、大多數過去的網路團購文獻主要聚焦於消費者團購行為、團購定價與團購機制設計的議題，其僅檢視消費者網路團購的採用(adoption)，本研究為彌補此知識缺口，辨識出影響團購網站持續使用意圖的顯著前因。二、本研究延伸預期驗證理論，結合趣味性感知於網路團購情境中，在此延伸模式中，滿意、趣味性感知與有用性感知(perceived usefulness)，三者共同良好的解釋了消費者再次造訪團購網站的意圖。三、消費者對預期的驗證(confirmation of expectation)較有用性感知是滿意更強的前因，然而趣味性感知對滿意並沒有顯著的影響。四、消費者內在的動機(趣味性感知)比外在的動機(有用性感知)，對持續使用團購網站的意圖有更大的影響。 本研究對實務的貢獻如下: 一、受訪者的人口統計輪廓顯示，他們主要是女性、年輕及價格敏感的消費者。二、團購網站的管理者，應該定位適當的商品組合，例如大量的優惠商品；以及發展合適的行銷策略以超越消費者的價格預期，並吸引他們的持續意圖去造訪團購網站，例如口碑與低價促銷。三、使消費者滿意，有助於消費者與團購網站建立長期的關係，且確保他們持續造訪團購網站。四、團購網站的管理者與設計者，應該提供消費者更佳的消費體驗，亦即使他們能趣味性的沉浸其中。In this study, we seek to identify the salient antecedents and how they influence group buying website (GBW) continuance intention from an expectation-confirmation model of information systems (IS) continuance perspective. Playfulness is one of the key drivers in consumers participating in online group buying (GB). Our research model is constructed by incorporating perceived playfulness with the IS continuance model in online GB contexts. The data was collected through a web-based survey of experienced GBW consumers. A total of 1514 complete and valid responses were analyzed further. The contributions of our study to academics include the following: First, most previous online GB literature focuses mainly on consumer GB behavior, GB pricing-related topics, and GB mechanism design, and only examines consumer adoption of online GB. To fill this knowledge gap, our research identifies the salient antecedents of GBW continuance intention. Second, our study extends the expectation-confirmation theory by integration of perceived playfulness in the online GB context. In our extended model, satisfaction, perceived playfulness, and perceived usefulness together explain well consumer intent to revisit the GBW. Third, the consumer confirmation of expectation is a stronger predictor of satisfaction than perceived usefulness, but perceived playfulness does not significantly impact satisfaction. Fourth, the intrinsic motive (perceived playfulness) has a greater influence than the extrinsic motive (perceived usefulness) on consumer continued intention to use GBW. The contributions of our study to practitioners include the following: First, the respondents’ demographic profile demonstrates that they are female, young, and price-sensitive consumers. Second, GBW managers should position the proper assortment of merchandise – e.g., a large quantity of beneficial merchandise – and develop fitting marketing strategies to beat consumer price expectations and attract their continued intention to revisit the GBW, using for example word-of-mouth or low-price promotions. Third, keeping customers satisfied aids the establishment of longer-term relationships with GBWs and ensures their continued revisiting of the GBW. Four, GBW managers and designers should provide customers with more good consumption experiences, i.e., their ability to produce a playful “flow”. |
