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題名 原來不是每個人都想跟團！ 探討人格特質如何影響知覺風險並進而牽制團購行為
The antecedents of risk perception on group buying behavior作者 蔡衣宜
Tsai, I Yi貢獻者 張卿卿
Chang, Ching Ching
蔡衣宜
Tsai, I Yi關鍵詞 人格特質
知覺風險
資源投入感知
團購
characters
perceived risk
risk perception
input perception
group buying日期 2011 上傳時間 30-Oct-2012 10:54:04 (UTC+8) 摘要 根據EOLembrain東方快線2011年11月份所進行的調查發現，雖然團購市場發展蓬勃，依然有高達44%的人沒有團購經驗。顯現出團購固然方便，還是有其風險所在，像是商品不如預期、等待時間過長、被盜用帳號等，使人們有所顧慮。過去針對團購的研究中，大多將知覺風險當成團購行為的前因，卻忽略知覺風險事實上也被不同因素所影響著。本研究提出一個中介模式來探討團購中知覺風險的前因（消費者性格特質、資源投入感知）與團購行為的關連性。研究結果發現，知覺風險低者，有團購經驗的可能性越高，而知覺風險又會中介信任特質、多疑特質、資源投入感知與團購行為的關係。信任特質高者其知覺風險低，故越可能有團購經驗，多疑特質高者其知覺風險低，故抑制其團購行為，而消費者因感知較大的資源投入，而有較大的知覺風險，因此也抑制了團購行為。
According to EOLembrain’s survey, 44% Taiwanese people don’t have group buying experience. It shows that people have different levels of perceived risk in terms of group buying owing to their different characters. Also, there are some worries behind the trend, such as product issue, long waiting time and account privacy issue.While past researches focus on how perceived risk affects consumption behavior, they ignore the fact that some factors also have influence on perceived risk. This study aims to understand how perceived risk is affected by different antecedents like personalities (adventurousness, trust, distrust and cautiousness) and perceived resources input. The study also proposes a mediation model to explore the relations between the antecedents, the risk perception and group buying experience. The result shows that people with higher level of trust have lower perceived risk and higher chance to attend group buying. On the contrary, people with higher level of distrust have higher perceived risk and lower chance to attend group buying. Furthermore, people with higher cautiousness also have lower chance to attend group buying. While adventurousness has no significant relevance to perceived risk and group buying experience, people with higher level of adventurousness will have higher frequency of group buying.參考文獻 中文部分王如鈺（2010）。網路口碑說服效果對網路團購意圖影響之研究－以產品涉入為干擾變數。中原大學企管所碩士論文。林正弘（2006）。主購信任度與認知風險對線上集購行為影響之研究。國立中山大學資管所碩士論文。林杏子、吳盛、蔡昆憲（2010年3月）。網路合購行為之影響因素探討。第五屆數位教學暨資訊實務研討會。南台科技大學。林淑婉（2010）。影響網路團購再購意願因素之研究。大同大學事業經營研究所碩士論文。孫立衡（2011）。人格與音樂偏好的關係與心理機制探討。國立臺灣大學心理所碩士論文。高天一（2010）。以科技接受模式探討團購網站對消費者行為意圖的影響。國立成功大學經營管理碩士學程碩士論文。曹文瑜、江美齡、林綠玟、陳勝凱、張瑞云（2008年12月）。影響網路合購者持續合購意圖相關因素之研究。第14屆資訊管理暨實務研討會。東吳大學。黃聆怡（2008）。電子口碑效果與網路合購行為之研究。國立臺灣大學國企所碩士論文。楊雅婷（2010）。影響網路團購之顧客滿意度與忠誠度及其前置因素之研究。國立政治大學管理碩士學程碩士論文。廖述賢、鐘鈺鈞、邱雅婷（2011年6月）。消費者個性對顧客滿意度與再購意願之影響–以世代為調節變項。第14屆科際整合管理研討會。東吳大學。潘貴鈺（2010）。以從眾行為及交易成本理論探討線上合購之行為。銘傳大學國企所碩士論文。 英文部分Akaah, I. P., & Korgaonkar, P. K. (1988). A conjoint investigation of the relative importance of risk relievers in direct marketing. Journal of Advertising Research, 28(4), 38-44.Allport, F. H. & Allport, G. W.(1921). Personality Traits: Their Classification and Measurement. Journal of Abnormal and Social Psychology, 16, 6-40.Allport, G. W., & Odbert, H. S. (1936). Trait names: A psycho-lexical study. Psychological Monographs, 47, 1-171.Carney, D. R., Jost, J. T., Gosling, S. D., & Potter, J. (2008). The secret lives of liberals and conservatives: Personality profiles, interaction styles, and the things they leave behind. Political Psychology, 29, 807-840.Cases, A-S. (2002). Perceived risk and risk-reduction strategies in Internet shopping. International Review of Retail, Distribution and Consumer Research, 12(4), 375-94.Cattell, H.E.P. & Mead, A.D. (2008). The 16PF Questionnaire. In G.J. Boyle, G. Matthews, & D.H. Saklofske (Eds), The Sage handbook of personality theory and testing: Vol. 2, Personality measurement and testing. Los Angeles, CA: Sage Publications.Cattell, R. B. (1943). The description of personality: basic traits resolved into clusters. Journal of Abnormal and Social Psychology, 38, 476-506.Costa, P. T. & McCrae, R. R. (1976). Age differences in personality structure: A cluster analytic approach. Journal of Gerontology, 31(5), 564–570.Couch, L. L. & Jones, W. H. (1997). Measuring levels of trust. Journal of Research in Psychology, 31, 319-336.Cox, D. F. & Rich, S. U. (1964). Perceived Risk and Consumer Decision-Making—The Case of Telephone Shopping. Journal of Marketing Research, 4(1), 32-39.Dean, D.H. & Biswas, A. (2001). Third Party Organization Endorsement of Products: An Advertising Cue Affecting Consumer Pre-purchase Evaluation of Goods and Services. Journal of Advertising, 30(4), 41-57.Forsythe, S.M. & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56, 867-875.Gefen, D. (2002). Customer loyalty in E-commerce. Journal of the Association for Information Systems, 3, 27-51.Goldberg, L. R. (1981). Language and individual differences : the search for universals in personality lexicons. In L. Wheeler (Ed.) Review of personality and social psychology, 2, 141-165.Goldberg, L. R. (1999). A broad-bandwidth, public domain, personality inventory measuring the lower-level facets of several five-factor models. In I. Mervielde, I. Deary, F. De Fruyt, & F. Ostendorf (Eds.), Personality Psychology in Europe, Vol. 7 (pp. 7-28). Tilburg, The Netherlands: Tilburg University Press.Hansen, T. (2006). Determinants of consumers’repeat online buying of groceries. International Review of Retail, Distribution and Consumer Research, 16(1), 93–114.Jacoby, J. & Kaplan, L.B. (1972). The components of perceived risk. Proceedings of Third Annual Conference. M. Venkatesan (Eds.), Urbans, IL: Association for Consumer Research, pp. 382-393.Jacoby, J., Szybillo, G. J., & Berning, C. K. (1976). Time and consumer behavior: An interdisciplinary overview. Journal of Consumer Research, 2(4), 320-339.Jarvenpaa, S. L.; Tractinsky, N.; and Vitale, M. (2000). Consumer Trust in and Internet Store. Information Technology and Management, 1(12), 45-71. Karlsson, E. & Archer, T. (2007). Relationship between personality characteristics and affect: Gender and affective personality. Individual Differences Research, 5, 44–58.Kauffman, R. J. & Wang, B. (2001). Bid Together, Buy Together: On the Efficacy of Group-Buying Business Models in Internet-Based Selling. Handbook of Electronic Commerce in Business and Society. P. B. Lowry, J. O. Cherrington and R. R. Watson. Baca Raton, FL: CRC Press.Lenard, P. T. (2008). Trust Your Compatriots, but Count Your Change: The. Roles of Trust, Mistrust and Distrust in Democracy. Political Studies, 56, 312-332.Lewicki, R. J., McAllister, D. J., & Bies, R. J.（1998）. Trust and distrust：New relationships and realities. Academy of Management Review, 23, 438-458.McKnight, D. H., Kacmar, C. J., & Choudhury, V. (2004). Dispositional Trust and Distrust Distinctions in Predicting High-and Low-Risk Internet Expert Advice Site Perceptions. e-Service Journal (3:2), Winter, 35-58.Moss, H. A. (1961). Influences of personality and situational cautiousness on conceptual behavior. Journal of Abnormal and Social Psychology, 63, 629-635.Negra, A., Mzoughi, N., & Bouhlel, O. (2008). E-procrastination: A netnographic approach. Journal of Consumer Behavior, 7 (2), 103-119.Nicholson, N., Soane, E., Fenton-O’Creevy, M. & William, P. (2004). Personality and domainspecific risk taking. Journal of Risk Research, 8, 157-176.Norman, W. T. (1963). Toward an adequate taxonomy of personality attributes: replicated factors structure in peer nomination personality ratings. Journal of Abnormal and Social Psychology, 66, 574-583.Oldham, J. M. & Morris, L. B. (1995). The New Personality Self-Portrait: Why You Think, Work, Love and Act the Way You Do. New York: Bantam.Pavlou, P, A, & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1), 37-59.Pavlou, P, A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-133.Peter, J. P. & Tarpey, L. X. (1975). A comparative analysis of three consumer decision strategies. Journal of Consumer Research, 2(2), 29-37.Peterson, R. A. & Merino, M. C. (2003). Consumer Information Search Behavior and the Internet. Psychology and Marketing, 20(2), 99-121.Rha, J. Y. & Widdows, R. (2002). The Internet and the Consumer: Countervailing Power Revisited. Prometheus, 20(2), 107-118.Rodie, A. R., & Kleine, S. S. (2000). Customer participation in services production and delivery. In T. A. Swartz, & D. Iacobucci (Eds), Handbook of services marketing and management. (pp. 111-126). California: Sage Publications, Inc.Roselius, T. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35(1), 56-61.Rotter, J. B. (1967). A new scale for the measurement of interpersonal trust. Journal of Personality, 35, 651-665.Rotter, J. B. (1980). Interpersonal Trust, Trustworthiness, and Gullibility. American Psychologist, 35(1), 1-7.Schaninger, C.M. (1976). Perceived Risk and Personality. Journal of Consumer Research (September), 95-100.Sjoberg, L. (2001). Limits of knowledge and the limited importance of trust. Risk Anaiysis 21, 189-98.Toshio Yamagishi, Masako Kikuchi, & Motoko Kosugi (1999). Trust, gullibility and social intelligence. Asian Journal of Social Psychology, 2(1), 145-161.Trimpop, R. M., Kerr, J. H., & Kirkcaldy, B. D. (1999). Comparing personality constructs of risk-taking behavior. Personality and Individual differences, 26, 237-254.Xie X. F. & Wand X. T. (2003). Risk perception and risky choice: situational, informational and dispositional effects. Asian Journal of Social Psychology, 6, 117-132. 描述 碩士
國立政治大學
廣告研究所
99452013
100資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099452013 資料類型 thesis dc.contributor.advisor 張卿卿 zh_TW dc.contributor.advisor Chang, Ching Ching en_US dc.contributor.author (Authors) 蔡衣宜 zh_TW dc.contributor.author (Authors) Tsai, I Yi en_US dc.creator (作者) 蔡衣宜 zh_TW dc.creator (作者) Tsai, I Yi en_US dc.date (日期) 2011 en_US dc.date.accessioned 30-Oct-2012 10:54:04 (UTC+8) - dc.date.available 30-Oct-2012 10:54:04 (UTC+8) - dc.date.issued (上傳時間) 30-Oct-2012 10:54:04 (UTC+8) - dc.identifier (Other Identifiers) G0099452013 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54373 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 廣告研究所 zh_TW dc.description (描述) 99452013 zh_TW dc.description (描述) 100 zh_TW dc.description.abstract (摘要) 根據EOLembrain東方快線2011年11月份所進行的調查發現，雖然團購市場發展蓬勃，依然有高達44%的人沒有團購經驗。顯現出團購固然方便，還是有其風險所在，像是商品不如預期、等待時間過長、被盜用帳號等，使人們有所顧慮。過去針對團購的研究中，大多將知覺風險當成團購行為的前因，卻忽略知覺風險事實上也被不同因素所影響著。本研究提出一個中介模式來探討團購中知覺風險的前因（消費者性格特質、資源投入感知）與團購行為的關連性。研究結果發現，知覺風險低者，有團購經驗的可能性越高，而知覺風險又會中介信任特質、多疑特質、資源投入感知與團購行為的關係。信任特質高者其知覺風險低，故越可能有團購經驗，多疑特質高者其知覺風險低，故抑制其團購行為，而消費者因感知較大的資源投入，而有較大的知覺風險，因此也抑制了團購行為。 zh_TW dc.description.abstract (摘要) According to EOLembrain’s survey, 44% Taiwanese people don’t have group buying experience. It shows that people have different levels of perceived risk in terms of group buying owing to their different characters. Also, there are some worries behind the trend, such as product issue, long waiting time and account privacy issue.While past researches focus on how perceived risk affects consumption behavior, they ignore the fact that some factors also have influence on perceived risk. This study aims to understand how perceived risk is affected by different antecedents like personalities (adventurousness, trust, distrust and cautiousness) and perceived resources input. The study also proposes a mediation model to explore the relations between the antecedents, the risk perception and group buying experience. The result shows that people with higher level of trust have lower perceived risk and higher chance to attend group buying. On the contrary, people with higher level of distrust have higher perceived risk and lower chance to attend group buying. Furthermore, people with higher cautiousness also have lower chance to attend group buying. While adventurousness has no significant relevance to perceived risk and group buying experience, people with higher level of adventurousness will have higher frequency of group buying. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 3第二章 文獻探討 4第一節 團購 4第二節 知覺風險 8第三節 個人性格 11第四節 消費者資源投入感知 19第三章 研究方法 21第一節 研究架構 21第二節 問卷開發 23第一節 樣本資料分析 37第二節 量表信度檢驗 39第四節 其他發現 48第五章 結論 51第一節 發現與討論 51第二節 實務建議與未來研究 54第三節 研究限制 57參考書目 58附錄一、前測問卷A版 62附錄二、前測問卷B版 68附錄三、正式問卷題項對照表 75附錄四、正式問卷 76 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099452013 en_US dc.subject (關鍵詞) 人格特質 zh_TW dc.subject (關鍵詞) 知覺風險 zh_TW dc.subject (關鍵詞) 資源投入感知 zh_TW dc.subject (關鍵詞) 團購 zh_TW dc.subject (關鍵詞) characters en_US dc.subject (關鍵詞) perceived risk en_US dc.subject (關鍵詞) risk perception en_US dc.subject (關鍵詞) input perception en_US dc.subject (關鍵詞) group buying en_US dc.title (題名) 原來不是每個人都想跟團！ 探討人格特質如何影響知覺風險並進而牽制團購行為 zh_TW dc.title (題名) The antecedents of risk perception on group buying behavior en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 中文部分王如鈺（2010）。網路口碑說服效果對網路團購意圖影響之研究－以產品涉入為干擾變數。中原大學企管所碩士論文。林正弘（2006）。主購信任度與認知風險對線上集購行為影響之研究。國立中山大學資管所碩士論文。林杏子、吳盛、蔡昆憲（2010年3月）。網路合購行為之影響因素探討。第五屆數位教學暨資訊實務研討會。南台科技大學。林淑婉（2010）。影響網路團購再購意願因素之研究。大同大學事業經營研究所碩士論文。孫立衡（2011）。人格與音樂偏好的關係與心理機制探討。國立臺灣大學心理所碩士論文。高天一（2010）。以科技接受模式探討團購網站對消費者行為意圖的影響。國立成功大學經營管理碩士學程碩士論文。曹文瑜、江美齡、林綠玟、陳勝凱、張瑞云（2008年12月）。影響網路合購者持續合購意圖相關因素之研究。第14屆資訊管理暨實務研討會。東吳大學。黃聆怡（2008）。電子口碑效果與網路合購行為之研究。國立臺灣大學國企所碩士論文。楊雅婷（2010）。影響網路團購之顧客滿意度與忠誠度及其前置因素之研究。國立政治大學管理碩士學程碩士論文。廖述賢、鐘鈺鈞、邱雅婷（2011年6月）。消費者個性對顧客滿意度與再購意願之影響–以世代為調節變項。第14屆科際整合管理研討會。東吳大學。潘貴鈺（2010）。以從眾行為及交易成本理論探討線上合購之行為。銘傳大學國企所碩士論文。 英文部分Akaah, I. P., & Korgaonkar, P. K. (1988). A conjoint investigation of the relative importance of risk relievers in direct marketing. Journal of Advertising Research, 28(4), 38-44.Allport, F. H. & Allport, G. W.(1921). Personality Traits: Their Classification and Measurement. Journal of Abnormal and Social Psychology, 16, 6-40.Allport, G. W., & Odbert, H. S. (1936). Trait names: A psycho-lexical study. Psychological Monographs, 47, 1-171.Carney, D. R., Jost, J. T., Gosling, S. D., & Potter, J. (2008). The secret lives of liberals and conservatives: Personality profiles, interaction styles, and the things they leave behind. Political Psychology, 29, 807-840.Cases, A-S. (2002). Perceived risk and risk-reduction strategies in Internet shopping. International Review of Retail, Distribution and Consumer Research, 12(4), 375-94.Cattell, H.E.P. & Mead, A.D. (2008). The 16PF Questionnaire. In G.J. Boyle, G. Matthews, & D.H. Saklofske (Eds), The Sage handbook of personality theory and testing: Vol. 2, Personality measurement and testing. Los Angeles, CA: Sage Publications.Cattell, R. B. (1943). The description of personality: basic traits resolved into clusters. Journal of Abnormal and Social Psychology, 38, 476-506.Costa, P. T. & McCrae, R. R. (1976). Age differences in personality structure: A cluster analytic approach. Journal of Gerontology, 31(5), 564–570.Couch, L. L. & Jones, W. H. (1997). Measuring levels of trust. Journal of Research in Psychology, 31, 319-336.Cox, D. F. & Rich, S. U. (1964). Perceived Risk and Consumer Decision-Making—The Case of Telephone Shopping. Journal of Marketing Research, 4(1), 32-39.Dean, D.H. & Biswas, A. (2001). Third Party Organization Endorsement of Products: An Advertising Cue Affecting Consumer Pre-purchase Evaluation of Goods and Services. Journal of Advertising, 30(4), 41-57.Forsythe, S.M. & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56, 867-875.Gefen, D. (2002). Customer loyalty in E-commerce. Journal of the Association for Information Systems, 3, 27-51.Goldberg, L. R. (1981). Language and individual differences : the search for universals in personality lexicons. In L. Wheeler (Ed.) Review of personality and social psychology, 2, 141-165.Goldberg, L. R. (1999). A broad-bandwidth, public domain, personality inventory measuring the lower-level facets of several five-factor models. In I. Mervielde, I. Deary, F. De Fruyt, & F. Ostendorf (Eds.), Personality Psychology in Europe, Vol. 7 (pp. 7-28). Tilburg, The Netherlands: Tilburg University Press.Hansen, T. (2006). Determinants of consumers’repeat online buying of groceries. International Review of Retail, Distribution and Consumer Research, 16(1), 93–114.Jacoby, J. & Kaplan, L.B. (1972). The components of perceived risk. Proceedings of Third Annual Conference. M. 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