線上購物是比傳統購物存在著更多的不確定性和風險，在線上集購的環境?塈颽O如此，主要因素之一就是主購的角色，因為在線上集購有許多主購本身就是消費者，無法像一般賣家那麼具有規模及專業，因此對主購的信任度，往往是消費者決定是否參加集購的主要判斷依據之一。本研究目的在於以計畫行為理論為基礎，探討主購名聲、主購互動、對集購的認知風險、集購熟悉度及主觀規範等對線上集購消費者行為的影響。
研究結果發現，影響線上集購消費者對主購的信任度因素，主要為知覺的主購名聲、與主購的互動、線上集購的認知風險及主觀規範。除此之外，本研究在以「計劃行為理論」為基礎的研究模式中，也發現消費者在參加線上集購的行為意圖，主要影響是來自對主購的信任度，而主觀規範除了會直接影響參加線上集購的行為意圖外，也會經由對主購的信任度間接影響參加線上集購的行為意圖，而對集購的熟悉度則對參加線上集購的行為意圖沒有顯著的影響。

Online shopping involves more uncertainty and risk than traditional shopping. These phenomena are even obvious in online group-buying. One of the main factors causing the uncertainty and risk is the role of the initiator. Since it is quite often that the initiators themselves are consumers, the initiators are not as huge and professional as the sellers. Clearly the trust in initiator becomes a major concern when joining the online group-buying.
Based on the theory of planned behavior, the purpose of this research is to understand how initiator’s reputation, interactions with initiator, consumers’ perceived risk and personal characteristics impact consumers’ trust in the initiators and then how the consumers’ perceived trust in the initiators, subjective norm and familiarity with online group-buying together impact the consumers’ behavior in group-buying.
The study result indicates that the perceived initiator’s reputation, interaction with initiator, perceived risks in online group-buying, and subjective norm impact the trust in initiator. Moreover, based on TPB, the trust has significant effects on consumer’s intention to join online group-buying. Subjective norm has impacted the consumer’s intention to join online group-buying not only directly but also through the trust in initiator indirectly. However, the familiarity with online group-buying has no significant effects on consumer’s intention to join online group-buying.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究對象與範圍 4
第五節 研究流程 4
第六節 論文架構 5
第二章 文獻探討 6
第一節 線上集體購物 6
一 、線上集體購物的定義 6
二 、線上集體購物的模式 7
三 、集體購物網站消費者之行為 8
四 、台灣線上集購網站現況 9
第二節 信任 16
一 、信任的定義 16
二 、影響信任的因素 17
第三節 認知風險 19
一 、認知風險的定義 19
二 、認知風險的構面 20
三 、信任與認知風險之關係 22
第四節 計劃行為理論 22
第三章 研究設計 25
第一節 研究架構 25
第二節 研究變數與假說 27
一 、名聲與主購信任度的關係 27
二 、互動與主購信任度的關係 28
三 、知覺回饋機制有效性與主購信任度的關係 28
四 、不確定性的容忍度與主購信任度的關係 29
五 、線上集購的認知風險與主購信任度的關係 29
六 、主觀規範與再次參加集購意圖的關係 30
七 、對集購的熟悉度與再次參加集購意圖的關係 30
八 、主購信任度與再次參加集購意圖的關係 31
第三節 研究方法 33
一 、變數之概念性定義 33
二 、問卷設計 33
三 、資料蒐集方法 36
第四節 統計分析方法 37
一 、敍述性統計 37
二 、結構方程模式 37
第四章 實證分析結果 39
第一節 敘述性統計分析 39
第二節 測量模式分析 41
第三節 信效度分析 45
第四節 整體適配度 47
第五節 結構模式分析 49
第六節 假說檢定結果 51
第五章 結論與建議 56
第一節 研究結論 56
一 、不同的特徵構面對於線上集購主購的信任度影響 56
二 、以「計劃行為理論」為基礎的研究模式 57
第二節 研究貢獻 58
第三節 研究限制 59
第四節 後續研究建議 60
參考文獻 61
中文文獻 61
英文文獻 61
附錄 69
附錄一 台灣線上集體購物的相關網站 69
附錄二 問卷 70

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