| 摘要: | 隨著科技的發展，網路的普及使電子商務成為趨勢，而線上合購為近年來之新興購物模式，其國內外相關文獻甚少，研究則多著墨於探討消費者之價值認知或探討影響消費者參與線上合購行為之因素。本研究乃以線上合購生活型態變數與人口統計變數作為投入變數，探討此兩構面與消費者參與線上合購消費行為之差異。
本研究於國內最大BBS站台-台灣大學批踢踢實業坊內之「合購版」張貼問卷，受訪者為參與合購之版友，樣本資料以因素分析將線上合購生活型態變數進行資料縮減，得到三個主因素：「網購涉入」、「衝動購買」、「團購風險」，之後以卡方檢定與變異數分析檢定各項假設。研究發現，不同性別、婚姻狀況、年齡、教育程度、職業、平均月收入之消費者對其現上合購行為具有顯著差異；而不同生活型態之消費者在平均上網天數、資訊搜尋時間、合購次數、主購擔任次數、購買產品類型、平均花費上具有顯著差異。參與線上合購之消費者以學生為主，購買產品類型以食品類居多，而多數消費者參與合購頻率低，合購市場還有很大的發展潛力與潛在消費者，存在無限商機。
本研究最後提出實務上建議供業者作參考：（一）降低購物風險，豐富商品資訊、（二）增強網路曝光，創造良好商譽、（三）團購優惠方案與獎勵主購機制、（四）製造獨特商品，發掘潛在客戶。
Thanks to the world’s advancement of internet technology, online group buying has become an important issue in consumer behavior of electronic commerce. Instead of discussing the behaviors of the online group buying, most studies in the past focused mainly on the consumers’ value and the incentives for the consumers to shop online as a group. Hereby, we introduced life style variables and demographic variables as the input variables to study the online group buying behavior, and further discuss the differentiations of this behavior as a result of these two factors.
A questionnaire survey was conducted, and the respondents were selected based on the most famous BBS stations in Taiwan, Ptt BBS, hosted by National Taiwan University. In order to narrow down the assumptions, factor analysis was implemented and three factors were concluded, 1) buying behavior involvement 2) compulsive buying behavior 3) group buying risks involvement. Further analysis were then approached using Chi-square and variance analysis to confirm with other assumptions. The results suggested that the online group buying behavior were greatly influenced by combinations of various factors, including gender difference, marital status, age, education, profession, and monthly average salary. This particular behavior was also dependent on the consumers’ life styles, such as the average days or time spend online, past online group shopping experiences, the experience as an initiator to initiate online group buying, products purchased in the past, and the money spent in average. The result also implies that the majority of the online group buyers were students, while their most interested goods were mostly likely to be in the food categories. While the online group buying is still relatively low on the prevalence rate in comparison with other shopping behaviors, online group buying is a market with the most opportunity and potential.
Based on the results of this study, the author provides some implications and a few suggestions to the industry of electric commerce, 1.) Lower the online purchasing risks, and enrich the product information 2.) Increase the business exposure, and develop business reputation. 3.) Setup customer rebates or reward system to enhance their online shopping experience 4.) Explore the potential market, and fulfill the demands accordingly. |
