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    Title: 團購網從眾行為、知覺風險、方便性對再購意願之影響
    Other Titles: The effects of herding behavior, perceived risk, convenience on repurchase intention : the case of online group purchasing
    Authors: 于文潔;Yu, Wen-Chieh
    Contributors: 淡江大學國際企業學系碩士在職專班
    曾義明
    Keywords: 團購網站;知覺風險;從眾行為;網路便利性;再購意願;Grouping Buy Site;herding behavior;perceived risk;Convenience;repurchase intentions
    Date: 2014
    Issue Date: 2015-05-04 09:44:33 (UTC+8)
    Abstract: 行政院主計總處在2014年公布台灣中壯年實質薪資倒退了14~16年,物
    價不斷上漲,個人可支配所得減少了,此時消費者在購物時更加精打細算,而團購的電子商務模式,創造買賣雙方互惠雙贏的局面,使得團購網如雨後春筍的般成立,預估2015年團購網業績可突破百億。
    本研究以曾在團購網上消費的消費者為研究對象,探討影響消費者再到團購網消費的各項因素,從知覺風險、從眾行為、網路便利性購面來分析其對再購意願的影響,並以研究結論為基礎,找出其中的管理意涵,提供團購網站業者擬定行銷策略的思考。
    本研究以網路問卷及紙本問卷進行調查,運用敘述統計分析、信度分析、相關係數分析、迴歸分析,進行統計分析以及假說驗證,研究結果顯示:
    1. 消費者資訊從眾行為,不會影響消費者在該網站的再購意願。
    2. 消費者規範從眾行為,會影響消費者在該網站的再購意願。
    3. 消費者社會風險、績效風險及心理風險越高,不會影響消費者在該網站的再購意願。
    4. 消費者財務知覺風險越高,會影響消費者在該網站的再購意願。
    5. 團購網站操作便利性、系統便利性、服務便利性越高,會影響消費者在該網站的再購意願。
    According to Executive Congress in 2014 announced Taiwan''s prime salary decreased since 14 to 16 years ago, but the prices inflation. Therefore reduced personal disposable incomes, then consumers are more conscious when shopping.
    The research target online shopping consumers as study object to investigate and discuss the various factors from perceived risk to bandwagon effect to internet shopping convenience to analyze the purchase intentions as conclusion to base on management implication to offer internet shopping group to develop a better marketing strategy.
    This research paper according online questionnaire and survey questionnaire, using descriptive statistics analysis, reliability analysis, correlation analysis, regression analysis, statistical analysis and hypothesis validation results showed that:
    1. Consumer Information herding behavior does not affect the consumer repurchase intention on the site.
    2. Consumer specification of herding behavior will affect consumer repurchase intention on the site.
    3. Consumers social risk, performance risk and psychological risk is higher, will not affect consumer repurchase intention on the site.
    4. The higher the perceived risk of financial consumers, will affect consumer repurchase intention at the site.
    5. Grouping buying site operator convenience, convenience of the system, the higher the convenience of the service, it will affect consumer repurchase intention on the site.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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