影響消費者持續使用合購網站意圖之探討

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王致遠(Chih-Yuan Wang) 查詢紙本館藏

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資訊管理學系

論文名稱

影響消費者持續使用合購網站意圖之探討
(An Empirical Study of Continuing Usage in Group-Buying Websites)

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摘要(中)

近年來台灣合購風潮的興起，透過網路合購購買商品的人數有逐年增長的趨勢，參與者利用合購網站作為中間平台，促使欲購買相同商品的人們能輕鬆集合力量，直接與供應商進行議價，取得價格上的折扣。然而，對於合購網站而言，除了追求市場佔有率成長的同時，尚須加強對現有顧客的保留，畢竟長期穩定的顧客才是公司獲利的來源。
本研究主要目的在於探討影響消費者持續使用合購網站意圖之因素，利用資訊系統持續使用模式 (IS Continuance Model) 為基礎，整理相關文獻，藉以提出一個適合用在合購網站情境的理論模式。本研究採用問卷調查法，共計回收289份有效樣本，使用AMOS 18.0進行SEM資料分析，結果均傾向支持本研究所提出之假說。研究結果發現：(1)認知有用性對於滿意度有正向的影響; (2)認知有用性對於持續使用合購網站意圖有正向的影響; (3)價格感知對於確認有正向的影響; (4)確認對於認知有用性有正向的影響; (5)確認對於滿意度有正向的影響; (6)滿意度對於持續使用合購網站意圖有正向的影響。最後，根據研究結果提供合購網站經營者在實務上的建議。

摘要(英)

In recent years, the number of goods purchased through the group-buying has been growing year by year in Taiwan. Using the group-buying to purchase goods has been increasing year by year. Participants who use the group-buying websites as an intermediary platform will easily concentrate the people who want to buy the same goods and can negotiate directly with suppliers to obtain price discounts. However, pursuit of market share growth for the group-buying websites, we need to enhance the retention of existing customers, because long-term stability of the customers is the source of company profits.
The main purpose of this study is to find out factors of continuing usage in the group-buying websites. To propose a theoretical model suitable for use in the group-buying context through literature review. Questionnaire was used in this study. A total of 289 valid samples were collected and used AMOS 18.0 for SEM analysis. The hypothesis was supported by the results. The results show that: (1) the perceived usefulness has positive effect on satisfaction; (2) the perceived usefulness has positive effect the intention on continuance using group-buying websites; (3) the price perception has positive effect the confirmation; (4) the confirmation has positive effect the perceived usefulness; (5) the confirmation have positive effect on satisfaction; (6) the satisfaction has positive effect the intention on continuance using group-buying websites. On the whole, most of hypotheses were supported. Implications are also provided.

關鍵字(中)

★ 持續使用意圖
★ 合購
★ 資訊系統持續使用模式
★ 滿意度

關鍵字(英)

★ Continuance Intention
★ Group-buying
★ satisfaction
★ IS Continuance Model

論文目次

摘要 ..................................................................................................................... ii
Abstract ............................................................................................................... iii
表目錄 ..................................................................................................................v
圖目錄 ................................................................................................................. vi
第一章緒論 ....................................................................................................... 1
第一節研究背景及動機 ........................................................................... 1
第二節研究目的 ....................................................................................... 3
第三節研究流程 ....................................................................................... 4
第二章文獻探討 ............................................................................................... 5
第一節合購 ............................................................................................... 5
第二節線上合購 ....................................................................................... 8
第三節期望確認理論 ............................................................................. 16
第四節資訊系統持續使用模型............................................................. 20
第五節價格感知 ..................................................................................... 25
第三章研究方法與設計 ................................................................................. 30
第一節研究架構 ..................................................................................... 30
第二節研究假說 ..................................................................................... 32
第三節研究方法 ..................................................................................... 36
第四章資料分析 ............................................................................................. 39
第一節樣本基本資料分析 ..................................................................... 40
第二節構面測量模型的信度與效度..................................................... 43
第三節整體模型適配度 ......................................................................... 49
第四節結構模式分析 ............................................................................. 51
第五節確認的中介效果 ......................................................................... 53
第六節假說檢定結果 ............................................................................. 56
第五章結論 ..................................................................................................... 57
第一節研究結論與貢獻 ......................................................................... 57
第二節實務建議 ..................................................................................... 60
第三節研究方向與建議 ......................................................................... 62
第四節研究限制 ..................................................................................... 63
參考文獻 ........................................................................................................... 64
附錄一：問卷 ................................................................................................. 71

參考文獻

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指導教授

范懿文(Yi-Wen Fan)

審核日期

2010-6-22

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