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系統識別號 U0026-2308201215263200
論文名稱(中文) 以理性行為理論探討從眾行為對網路團購行為之影響
論文名稱(英文) An Empirical Study of the Impact of Conformity on Online Group-Buying Behavior from Theory of Reasoned Action
校院名稱 成功大學
系所名稱(中) 工學院工程管理碩士在職專班
系所名稱(英) Institute of Engineering Management
學年度 100
學期 2
出版年 101
研究生(中文) 陳麗卿
研究生(英文) Li-Ching Chen
學號 n07981055
學位類別 碩士
語文別 中文
論文頁數 75頁
口試委員 指導教授-蔡明田
口試委員-莊立民
口試委員-李國瑋
中文關鍵字 團購  理性行為理論  科技接受模式  從眾行為  認知有用性  認知易用性 
英文關鍵字 Group buying  TRA  TAM  Conformity  Perceived usefulness  Perceived ease of use 
學科別分類
中文摘要 「團購」是目前最流行的一種消費型態,也是大家感興趣的一個話題。它不受地理區域限制,只要聚集對某一產品或服務有相同需求的買方,結合眾多消費者的購買力,就容易取得較低的產品價格或更好的購買條件(Rezabakhsh, 2006)。在現今物價狂漲、薪水不漲的時代,利用團體的力量取得購物議價的優勢,對消費者而言有難以抵抗的誘惑,而隨著電子商務的崛起,網際網路日益的普及化,也讓網路購物更加的便利、迅速; 網路無國界的特性,也讓來自四面八方的消費者有機會以網路團購方式,取得優惠的價格,賣方也可以降低招募顧客及行銷的成本,因此,團購對於買賣雙方是相當有利的一種商業模式(Yamanoto and Sycara, 2001),為雙方創造雙贏局面也是網路團購的目標(Kauffman et al. 2010)。
本研究將以「理性行為理論(Theory of Reasoned Action, TRA)」及「科技接受模式(Technology Acceptance Model, TAM)」為理論基礎,探討「認知易用性」、「認知有用性」、「從眾行為」及「主觀規範」對網路團購行為的影響。
本研究透過便利抽樣法發放網路問卷及滾雪球抽樣法發放紙本問卷給親朋好友等二種方式收集樣本。總共回收490份樣本,有效樣本361份,有效回收率為71%。並利用SPSS和AMOS軟體進行敘述性統計分析、因素分析、信度效度分析、迴歸分析及結構方程模式等研究方法進行資料分析驗證。實證分析結果歸納如下:
一、網路有用性與網路易用性對網路團購態度具有顯著的正向影響。
二、從眾行為對網路團購主觀規範具有顯著的正向影響。
三、網路團購態度對網路團購意圖具有顯著的正向影響。
四、網路團購主觀規範對網路團購意圖具有顯著的正向影響。
五、網路團購意圖對網路團購行為具有顯著的正向影響。
英文摘要 Group-Buying, a hottest topic, is the most popular consumption way for consumers recently. Consumers, beyond geographical limits, with similar demands for some product and service create the power of group to obtain bargaining chips for lower product prices(Rezabakhsh, 2006). It’s hard to resist the temptation of better bargaining power gained by gathering consumers in the buying price-increased era while the salary level has remained the same. The developments of electronic commerce and internet have made online shopping easier and more efficient that consumers from all over the world have chance to get better purchase conditions through group-buying because of the borderless network; at the meantime, sellers can reduce promotion and marketing cost. Therefore, group-buying is a beneficial business model for buyers and sellers(Yamanoto and Sycara, 2001). The goal of online group-buying is to create a win-win mechanism between consumers and suppliers in e-commerce by making each party better off(Kauffman et al. 2010).
This research is based on Theory of Reasoned Action (TRA) & Technology Acceptance Model (TAM) , analyzing the influences on online group-buying from four aspects of “Perceived ease of use”, “Perceived usefulness”, “ Conformity”, and “Subject Norm”.
The questionnaires were put on internet and distributed to friends via convenience sampling and Snowball sampling. A total of 490 copies of questionnaires were received and 361 copies were effective. The effective returns-ratio is 71%. The data were analyzed and verified using descriptive statistics, factor analysis, reliability analysis, regression analysis and structural equation models. The analysis results are summarized as below:
1. Online perceived usefulness and online perceived ease of use have significantly positive impacts on online group-buying attitude.
2. Conformity has a significantly positive impact on group-buying subject norm.
3. Online group-buying attitude has a significantly positive impact on online group-buying intention.
4. Subject norm has a significantly positive impact on online group-buying intention.
5. Group-buying intention has a significantly positive impact on online group-buying behavior
論文目次 摘 要 i
Abstract ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 ix
第一章 緒論 1
第一節 研究背景及動機 3
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 理性行為理論 7
第二節 科技接受模式 10
第三節 從眾行為 16
第四節 網路團購 24
第五節 各構面之關係討論 27
第三章 研究方法 30
第一節 研究架構 30
第二節 研究假設 31
第三節 研究變數的操作型定義與問卷設計 32
第四節 研究對象與問卷回收 35
第五節 資料分析方法 36
第四章 研究結果 40
第一節 敘述性統計分析 40
第二節 因素分析與信效度檢定 43
第三節 各構面之假設驗證 48
第四節 結構模式分析 51
第五章 結論與建議 56
第一節 研究結果 56
第二節 學術上的貢獻 58
第三節 管理實務上的建議 59
第四節 研究限制 61
第五節 未來研究方向 61
參考文獻 63
附錄一 問卷 72
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