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博碩士論文 etd-0608112-145044 詳細資訊
Title page for etd-0608112-145044
論文名稱
Title
消費者參與網路團購購買動機與滿意度之研究-以南部地區為例
A Study of Consumer's Motivation and Satisfaction of Online Group Buying-A Case of Southern Taiwan
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
82
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2012-05-27
繳交日期
Date of Submission
2012-06-08
關鍵字
Keywords
關係品質、購買動機、網路團購、顧客滿意度、涉入程度
customer satisfaction, product involvement, customer relationship, purchase motivation, online group-buying
統計
Statistics
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The thesis/dissertation has been browsed 5716 times, has been downloaded 0 times.
中文摘要
網路的運用普遍改變了舊有的商業模式。藉由網路的便利性,消費者能夠因此得到不論是有形或是無形的商品或服務,所以,近年來流行的網路購物正是因為網路而所形成的一種新的企業經營模式。團購的精神主旨係指原本相互不認識的消費者,藉助網路的力量而匯集群體來聚集資金,增加與店家在商品價錢上的談判和議價能力,以求得最優惠的價格;除了基本的財務動機外,消費者還會基於甚麼因素而購買團購,這也是值得探討的議題。由於消費者從事網路團購活動時僅能從文字敘述和圖片來選擇商品,此時團購發起者的信用就很重要。所以本研究目的在於瞭解消費者參與網路團購的動機與其滿意度。
本研究結合團購購買動機、關係品質、涉入程度和顧客滿意度等文獻,彙整出研究模型,以探討消費者對於參與網路團購後的感受程度。本研究的研究對象係以曾經參與過網路團購經驗的南臺灣的消費者為研究對象,在2012年2月25日到2012年3月25日期間藉由實體和網路問卷的發放,共回收849份有效問卷。在研究方法上則是採用複迴歸方法,以及中介與干擾效果進行假設之驗證。
本研究結果發現,團購購買動機和顧客滿意度間具有正向關係;關係品質中的信任更在團購購買動機和顧客滿意度間扮演中介效果的角色,而涉入程度也會干擾著團購購買動機和顧客滿意度間的關係。所以建議,團購發起者未來在團購商品的選擇上能以多折扣的方式來吸引顧客,另外在團購平台上的操作若是越簡單便利,那麼消費者就會越滿意。最後,擁有良好的信譽和具品質保證的商品則是吸引消費者參與網路團購的最好方法。
Abstract
The Internet alters the traditional business environment. Due to the convenience of the Internet, consumers are able to acquire both tangible goods and intangible services. With the advent of the internet and its related technologies, the emerging online shopping a distinctively new business transaction format becomes the trendiest activity in these days. The spirit of online group buying is to exercise the buy’s bargaining power by amassing number of people interested in the same goods and their money in order to achieve the goal of having desirable prices. Besides the financial motive, what are the other incentives driving consumers to join online group buying is another interesting subject discussed in the paper. When shopping online, consumers can obtain product information only by pictures and depictions posted by sellers. Therefore, the credibility of the group-buying initiator is very important because of the fictitious shopping environment. The goal of the research is to comprehend the correlation between consumers’ online group-buying motivations and customer satisfaction.
According to the above, the research model is consisted of the following factors: (1) motivation of online group-buying participation; (2) customer relationship; (3) product involvement; (4) customer satisfaction. The research sample group is targeted at the southern residences with online group-buying experiences. There are total 849 questionnaires performed face-to-face and on the Internet retrieved during the sample period from February 25, 2012 to March 25, 2012. All of this data will be used to explain the correlation between online group-buying motivations and customer satisfaction.
After calculating and analyzing all data, there is a positive relationship between online group-buying motivations and the customer satisfaction. Besides, trust categorized in the customer relationship acts as an intermediary in the relationship between online group-buying motivations and the customer satisfaction. Moreover, the product involvement also interferes in the relationship between online group-buying motivations and the customer satisfaction. In order to stand out and be successful in the overcrowded and competitive e-commerce market, there are several suggestions about online group-buying activities based on the results of above. Online group-buying initiators can use promotions to attraction consumers’ attentions. Furthermore, a user-friendly website can also increase the level of the consumer satisfaction due to its simplicity and accessibility. Based on all information collected, the product quality and the seller’s credibility are the most crucial elements affecting consumers’ purchase inclinations.
目次 Table of Contents
誌謝…………………………………………………………..…………………...……i
摘要…………………………………………………………….....…………………...ii
Abstract…………………………...……………………………………………...…..iii
目錄…………………………………..…………………………………………….…iv
表目錄…………………………………………………………………..………..…...vi
圖目錄……………………………………………………………………...….......... vii
第一章 緒論 ……………………………………………………………...…...........1
  第一節 研究背景…………………………………………………............1
  第二節 研究動機…………………………………………………............3
第三節 研究目的…………………………………………………............6
第四節 研究流程…………………………………………………............7
第二章 文獻探討…………………………………………………............................8
  第一節 團購…………………………………………………....................8
第二節 團購購買動機…………………………………………………..11
第三節 關係品質…………………………………………………..........17
第四節 涉入程度…………………………………………………..........23
第五節 顧客滿意度…………………………………………………......27
第三章 研究設計…………………………………………………..........................33
  第一節 研究模型與假設……………………………………………..…33
  第二節 研究變數的衡量……………………………………………..…34
第三節 問卷設計與抽樣方法………………………………………..…37
第四節 研究方法……………………………………………………..…38
第四章 實證結果…………………………………………………..........................40
  第一節 樣本結構分析………………………………………………..…40
  第二節 信度與效度分析……………………………………………..…44
第三節 團購顧客滿意度分析……………………………………………..…49
第五章 結論…………………………………………………..................................53
  第一節 研究結論………………………………………………………..53
  第二節 建議…………………………………………………………..…57
參考文獻………………………………………………………..................................60
附錄 問卷..…………………………………………..................................................70
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三、網路部分
臺灣網路資訊中心 (TWINC),2011,2011網際網路趨勢研討會http://www.seminar2011.twnic.tw/download.html
策會產業情報研究所 (MIC),2011,2010台灣線上購物市場規模3,583億元http://www.iii.org.tw/service/3_1_4_c.aspx?id=127
動腦新聞,2009,台灣團購市場有多大?http://www.brain.com.tw/News/RealNewsContent.aspx?ID=13210
Mr. 6,2009,團購網站Groupon驚傳開站一年營收達10億,背後有3點不太一樣的做法。 http://mr6.cc/?p=3863
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