網路團體購物之使用者行為分析

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吳世舜(Shih-shun Wu) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

網路團體購物之使用者行為分析
(The Behavioral Analysis of Online Group-Buying User)

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摘要(中)

網路團體購物是指使用者透過網路媒介，並藉由網路的特性，突破時間與空間的限制，與社會大眾一起進行購物的團體行為。在過去，網路團購一直都是以經濟實惠的特性吸引社會大眾注意；然而，隨著時代背景的不同以及總體經濟環境的改善，對於使用者而言，經濟實惠的訴求已不再是首選，但儘管如此網路團購的議題卻持續發酵增溫，絲毫沒有衰退。因此為了能更進一步了解網路團購的發展與前景，本研究以網路團購使用者作為主要研究對象並初步探究網路團購使用者的使用意圖與行為，以深入了解使用者採用網路團購的各類影響因素，希望未來能藉此研究提供學術上與實務上有價值之建議。本研究認為網路團購網站可視為未來社群電子商務的先驅。因此以整合性科技接受模式為基礎，加入｢認知風險｣、｢社交性｣與｢知覺有趣性｣為直接影響使用意圖之構面；另外透過｢從眾影響｣以及｢性別｣為調節變項，希望藉此找出｢網路團購使用意圖｣對｢網路團購使用行為｣之間的相關性。本研究是使用SPSS 12.0 for Windows與LISREL 8.54進行相關統計分析並透過結構方程模式針對資料進行驗證，相關結果如下：｢績效期望｣、｢努力期望｣、｢社會影響｣、｢社交性｣對｢網路團購使用意圖｣有正向且顯著影響。｢認知風險｣與｢知覺有趣性｣對｢使用意圖｣沒有顯著影響。｢促成環境｣與｢使用意圖｣對｢使用行為｣沒有顯著影響。

摘要(英)

Online group buying means that user can shop with social community without any time and space restriction and via the internet effect, the efficiency and the efficient of group buying can also be multiplex. The economy scale is the most interesting way that online group buying could appeal to the user involved in it. However, the age of time always change and the whole environment also been improve. We think the way user decides to make an online group buying will be different. In Taiwan, Online group buying is a hot issue no matter in the academia or business world. In order to know the whole traces and factors of online group buying in depth, we conduct a research on the user who had an experience of attending the online group buying group in Taiwan. For the purpose of this research, we hope we can promote a valuable advice and conclusion helping the development of E-commerce.Our research method is based on the UTAUT(Unified Theory of Acceptance and Use of Technology) model and add “Perceived risk”, “Sociability” and “Perceived Playfulness” as a direct influence construct on “intention to use”；Furthermore, we modify the original moderators and bring up an idea that “Conformity influence” and “Gender” will moderate the relationship between “intention to use” and “user behavior”. In the test and analysis part, we use SPSS 12.0 for Windows and LISREL 8.54 arrange the data we collected and using SEM (Structural Equation Modeling) verify the data. The result showing below：“Performance expectancy”, “Effort Expectancy”, “Social influence” and “sociability” has an positive influence on “Intention to use”；“Perceived risk”, “Perceived Playfulness”, “Facilitating condition”, “Conformity influence” and “Gender” doesn’t attain any statistically support

關鍵字(中)

★ 網路團購
★ 電子商務
★ 虛擬社群
★ 社交性
★ 從眾影響
★ 整合性科技接受模式

關鍵字(英)

★ Online Group buying
★ Web2.0
★ E-commerce
★ Virtual community
★ Sociability
★ Conformity influence
★ UTAUT

論文目次

目錄
第一章緒論 1
第一節研究背景與動機 3
第二節研究問題 4
第三節研究架構與流程 5
第二章文獻探討 6
第一節網路團體購物 6
第二節虛擬社群與社交性 11
第三節從眾影響 17
第四節知覺有趣性 20
第五節認知風險 22
第六節科技接受模式文獻探討 24
第七節整合性科技接受模式 31
第三章研究方法 34
第一節研究架構 34
第二節研究假說 35
第三節變數之操作型定義與衡量 39
第四節問卷設計與資料蒐集分析方法 44
第四章資料分析 46
第一節資料前測分析 46
第二節樣本結構分析 50
第三節信度與效度分析 53
第四節結構方程模式分析 55
第五章研究結論與建議 62
第一節研究結論 62
第二節研究貢獻與研究限制 64
第三節未來發展方向 66
參考文獻 67
附錄研究正式問卷 72

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[71] 蕭文龍，｢多變量分析最佳入門實用書｣，碁峰圖書，民96年
[72] 黃威智，影響個人在虛擬社群環境中知識分享因素之探討，國立中央大學資訊管理研究所
[73] 王玫晴，線上合購之消費者價值認知結構，國立成功大學國際企業研究所碩士論文

指導教授

粟四維(Wesley Shu)

審核日期

2010-7-26

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