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系統識別號 U0026-0207201013260300
論文名稱(中文) 以推敲可能性模式探討合購網站使用之研究
論文名稱(英文) Influence Processes of Group Buying Website Usage: An Elaboration Likelihood Model Approach
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 98
學期 2
出版年 99
研究生(中文) 饒玉萍
研究生(英文) Yu-Ping Rao
學號 r4697123
學位類別 碩士
語文別 英文
論文頁數 97頁
口試委員 指導教授-張心馨
口試委員-賴孟寬
口試委員-王瑜琳
中文關鍵字 合購網站  推敲可能模式  知覺價值  消費者專業知識  持續使用意圖 
英文關鍵字 Group buying website  elaboration likelihood model (ELM)  perceived value  customer expertise  continuance intention 
學科別分類
中文摘要 網路合購行為是一種新興的網路購物消費模式,近年來相當受到消費者的青睞。過去消費進行合購的平台多為電子佈告欄(BBS),然而隨著合購活動的越趨盛行,一種有別於以往的平台-合購網站(Group Buying Website)已漸成為眾多消費者合購的新選擇。因此,本研究以推敲可能性模式(Elaboration Likelihood Model, ELM)的觀點做為探討消費者在使用合購網站時,將會受到哪些外在因素的影響,以及這些因素對消費者知覺價值、合購網站態度,以及持續使用意圖的影響。本研究主要探討中央路徑和邊陲路徑的影響方式,有五項外在因素分別歸類在這兩個影響路徑,做以了解消費者如何透過不同路徑因素,進而形成對合購網站的知覺價值及使用態度。另外,也針對消費者的專業知識對中央及邊陲影響路徑的干擾效果做探討。研究對象為台灣地區有使用合購網站經驗的消費者,回收252份有效問卷,採用結構方程模式及階層式迴歸方法分析。分析結果發現中央路徑因子(包含論點品質及網站品質) 對消費者的知覺價值有正向的影響,並透過知覺價值產生後續的網站態度及持續使用意圖;而邊陲路徑中的訊息來源可信度則對消費者的合購網站態度有正面且直接的影響。此外,具有高專業知識的消費者會受到論點品質及與主購者的關係影響,而產生對合購網站態度的正向效果。整體而言,本研究建立一個特定的ELM架構,以釐清消費者在使用一個合購網站時,外在的因素與知覺價值、對合購網站態度、持續使用意圖之間的影響過程及方式,以及消費者專業知識在此影響過程中的重要性。
英文摘要 Online group buying is a specific transaction mode of online shopping, and it has attracted a large number of customers in recent years. Bulletin Board System (BBS) is the platform customer use most in the past. However, since group buying is more and more prosperous, a new platform-group buying website came out and become customers’ another choice to participate in group buying activity. The purposes of this study are trying to figure out the influence processes that external factors act on perceived value and customers’ group buying website attitude formation and further continuance intention from elaboration likelihood model (ELM) perspective. Five external factors are classified into alternative influence processes, central route and peripheral route, in arousing customers’ perceived value and attitude toward group buying websites. This study further examined how the influence processes vary across customer expertise. Structural equation modeling and hierarchical regression method were used to analyze the data collected from 252 individuals who have group buying website usage experiences in Taiwan. The main finding is that central route factors including argument quality and web quality positively influence perceived value and induce further group buying website attitude, whereas source credibility of peripheral route positively and directly affects group buying website attitude. Also, customer expertise positively moderates the effects of argument quality and tie strength on group buying website attitude. In sum, the specific ELM framework was proved in clarifying the relationship between central route factors, peripheral route factors, perceived value, group buying website attitude, and continuance intention, as well as the moderator customer expertise in group buying website usage.
論文目次 摘要.......................................................I
Abstract..................................................II
誌謝.......................................................Ш
Contents..................................................IV
List of Figures...............................VII
Tables of Figures...........................VII
Chapter 1 Introduction.....................................1
1.1 Research Background and Motivation......................1
1.2 Research Objectives....................................4
1.3 Research Process.......................................4
Chapter 2 Literature Review and Hypotheses Development.....5
2.1 Group Buying and Group Buying Website..................5
2.2 Elaboration Likelihood Model (ELM).....................6
2.2.1 Group Buying Website Attitude.......................10
2.2.2 Central Route of Persuasion.........................10
(1) Argument Quality.......................................11
(2) Web Quality............................................13
2.2.3 Peripheral Route of Persuasion......................15
(1) Source Credibility.....................................15
(2) Tie Strength...........................................17
(3)WOM....................................................20
2.3 Perceived value.......................................21
2.4 Continuance Intention.................................23
2.5 Customer Expertise....................................25
2.6 The Conceptual Model..................................29
Chapter 3 Research Design.................................31
3.1 Construct Definition and Measurement..................33
3.1.1 Argument Quality....................................35
3.1.2 Web Quality.........................................35
3.1.3 Source Credibility..................................36
3.1.4 Tie strength........................................37
3.1.5 WOM.................................................37
3.1.6 Perceived Value.....................................37
3.1.7 Group Buying Website Attitude.......................38
3.1.8 Continuance Intention...............................38
3.1.9 Customer Expertise..................................39
3.2 Pilot test............................................39
(1) Data collection........................................39
(2) Content validity.......................................40
(3) Reliability............................................40
(4) Results of the pilot test..............................40
Chapter 4 Results of Data Analysis........................44
4.1 Demographic Analysis..................................44
4.2 Measurement Assessment................................46
4.2.1 Confirmatory Factor Analysis........................46
4.2.2 Reliability and Validity............................52
(1) Reliability and Convergent Validity....................53
(2) Discriminant Validity..................................53
4.2.3 Structural Model Analysis...........................54
4.2.4 Moderating Effects Testing: Hierarchical Regression............59
4.3 The Analysis of Variance (ANOVA) & T-test.............63
4.4 Additional Analysis...................................68
Chapter 5 Conclusions and Recommendations.................70
5.1 Summary of Findings...................................70
(1)Central Route Factors and Group Buying Website Attitude........................70
(2)Peripheral Route Factors and Group Buying Website Attitude....................71
(3)The Moderating Role of Customer Expertise..............74
5.2 Theoretical Implications..............................75
5.3 Managerial Implications...............................77
5.4 Limitations and Directions for Future Research........79
References................................................81
Appendix A: Questionnaire.................................93
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