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題名 TPB理論探討線上團購行為-以Babyhome親子團購網為例
Research customer behavior of online group buying by the theory of planned behavior -In case of Babyhome group buying website作者 林淑雲 貢獻者 洪叔民
林淑雲關鍵詞 團購
計畫行為理論
虛擬社群
顧客預期價值
網站滿意度
信任日期 2010 上傳時間 3-Sep-2013 14:41:46 (UTC+8) 摘要 線上團購在近年已形成一股風潮，透過買方人數的累積以增加買家的議價能力，並向賣方獲得較便宜的價格或額外服務，然而在學術上的研究多探討數量與價格上的均衡經濟解，少以針對消費者面多做研究，因此本篇研究以計劃行為理論(TPB)為基礎，納入其他衡量構面，包含網站服務品質、顧客預期價值、信任、主觀規範、知覺行為控制、參與團購意願度以及團購行為，針對Babyhome親子網站的團購版，探討社群會員的團購消費行為。研究中於行為信念與態度部分，提出網站服務品質、顧客預期價值、網站信任、團購滿意度等構面，而主觀規範則是以虛擬社群之社群意識作為衡量代表，並以免費/付費會員身分之構面為調節變數，進一步的瞭解參與團購意願與團購行為之間的關係。本研究以Babyhome親子網為個案研究對象，透過文獻探討以及訪談曾經參與團購的會員來設計問卷，並在Babyhome親子網站上發放線上問卷以便收收集樣本資料，再透過結構方程式分析樣本資料並獲得結論。研究發現網站服務品質與信任有顯著正向關係，同時網站服務品質與顧客的預期價值對於團購滿意度皆有顯著正向關係，然而網站信任與參與團購意願雖有正向關係但卻不顯著，推測可能原因為相較於消費者的網站信任，產品的信任或是產品廠商的信任可能對於增加團購意願程度有較大的影響，再者，透過訪談也可發現會員在決定參與團購時很大的關鍵因素在於版上媽媽的推薦以及產品本身，因此即便會員對於網站有正面的信任但卻不會有立即性提高參與團購意願。除此之外，透過研究瞭解到免費/付費會員身分為團購意願度於行為之間的調節變數，免費會員相較於付費會員有較強的團購行為，因此，基於以上資料分析結果，本研究提出管理意涵與建議，並希望未來有更進一步的相關研究。 參考文獻 一、 英文部分：Ajzen I., (1991). The theory of planned behavior, Organizational Behavior and Human decision process, 50(2), pp.179-211.Ajzen, I., Fishbein, M., (1980). 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國立政治大學
企業管理研究所
98355041
99資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098355041 資料類型 thesis dc.contributor.advisor 洪叔民 zh_TW dc.contributor.author (Authors) 林淑雲 zh_TW dc.creator (作者) 林淑雲 zh_TW dc.date (日期) 2010 en_US dc.date.accessioned 3-Sep-2013 14:41:46 (UTC+8) - dc.date.available 3-Sep-2013 14:41:46 (UTC+8) - dc.date.issued (上傳時間) 3-Sep-2013 14:41:46 (UTC+8) - dc.identifier (Other Identifiers) G0098355041 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59787 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所 zh_TW dc.description (描述) 98355041 zh_TW dc.description (描述) 99 zh_TW dc.description.abstract (摘要) 線上團購在近年已形成一股風潮，透過買方人數的累積以增加買家的議價能力，並向賣方獲得較便宜的價格或額外服務，然而在學術上的研究多探討數量與價格上的均衡經濟解，少以針對消費者面多做研究，因此本篇研究以計劃行為理論(TPB)為基礎，納入其他衡量構面，包含網站服務品質、顧客預期價值、信任、主觀規範、知覺行為控制、參與團購意願度以及團購行為，針對Babyhome親子網站的團購版，探討社群會員的團購消費行為。研究中於行為信念與態度部分，提出網站服務品質、顧客預期價值、網站信任、團購滿意度等構面，而主觀規範則是以虛擬社群之社群意識作為衡量代表，並以免費/付費會員身分之構面為調節變數，進一步的瞭解參與團購意願與團購行為之間的關係。本研究以Babyhome親子網為個案研究對象，透過文獻探討以及訪談曾經參與團購的會員來設計問卷，並在Babyhome親子網站上發放線上問卷以便收收集樣本資料，再透過結構方程式分析樣本資料並獲得結論。研究發現網站服務品質與信任有顯著正向關係，同時網站服務品質與顧客的預期價值對於團購滿意度皆有顯著正向關係，然而網站信任與參與團購意願雖有正向關係但卻不顯著，推測可能原因為相較於消費者的網站信任，產品的信任或是產品廠商的信任可能對於增加團購意願程度有較大的影響，再者，透過訪談也可發現會員在決定參與團購時很大的關鍵因素在於版上媽媽的推薦以及產品本身，因此即便會員對於網站有正面的信任但卻不會有立即性提高參與團購意願。除此之外，透過研究瞭解到免費/付費會員身分為團購意願度於行為之間的調節變數，免費會員相較於付費會員有較強的團購行為，因此，基於以上資料分析結果，本研究提出管理意涵與建議，並希望未來有更進一步的相關研究。 zh_TW 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 4第三節研究範圍 5第四節研究流程 6第二章文獻探討 7第一節網路團購 7第二節虛擬社群 9第三節計畫行為理論 15第四節網站服務品質 20第五節信任 25第六節顧客預期價值與滿意度 29第三章研究模型與方法 33第一節研究架構 33第二節研究變數與假說 35第三節變數衡量與問卷設計 41第四節資料分析方法 54第四章資料分析 57第一節樣本資料分析 57第二節信度與效度分析 61第三節結構方程式分析 77第五章研究結論與建議 85第一節研究結論 85第二節管理實務意涵 88第三節研究貢獻 90第四節研究限制與後續研究建議 91參考文獻 93附件問卷內容 103圖目錄圖1-1研究流程 6圖2-1虛擬社群生命週期圖 14圖2-2理性行為理論架構(Ajzen & Fishben,1980) 16圖2-3計畫行為理論架構(Ajzen, 1991) 17圖2-4服務品質與行為意圖關係(Zeithaml et al., 1996) 20圖3-1研究架構 33圖3-2Babyhome親子網團購經營模式 48圖4-1網站服務品質階層驗證性因素分析結果 69圖4-2 SEM參數模式路徑圖 79表目錄表1-1 團購網站分類 3表2-1虛擬社群定義 10表2-2相關網站服務品質相關研究 23表2-3信任定義整理 25表3-1 Babyhome親子網站營收結構 45表3-2 Babyhome會員介紹與相關服務 46表3-3訪談者資料背景 50表3-4 問卷設計題項與參考資料來源 52表3-5各模型評鑑指標 56表4-1樣本資料分析之人口統計資料 58表4-2問卷信度分析 61表4-3研究變項之來源 64表4-4服務品質變項之內容與代號 66表4-5 服務品質驗證性因素分析 67表4-6服務品質因素負荷量與T值 67表4-7服務品質高階因素解釋之因素負荷量與T值 68表4-8整體模型之變項內容與代號 70表4-9整體模型之驗證性因素分析 71表4-10收斂效度分析結果 72表4-11區別效度分析結果 73表4-12驗證模型配適度分析結果 74表4-13驗證模型收斂效度分析 75表4-14驗證模型區別效度分析 76表4-15研究架構配適度分析 77表4-16標準化γ值與T值 78表4-17標準化β值與T值 78表4-18 模型比較表 80表4-19群體模型配適度 81表4-20測量模型相等檢定 81表4-21已付費與未付費群體路徑係數相等檢定 82表4-22 調節假說結果 83表4-23 本研究所有假設結果 83 zh_TW dc.format.extent 1272975 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098355041 en_US dc.subject (關鍵詞) 團購 zh_TW dc.subject (關鍵詞) 計畫行為理論 zh_TW dc.subject (關鍵詞) 虛擬社群 zh_TW dc.subject (關鍵詞) 顧客預期價值 zh_TW dc.subject (關鍵詞) 網站滿意度 zh_TW dc.subject (關鍵詞) 信任 zh_TW dc.title (題名) TPB理論探討線上團購行為-以Babyhome親子團購網為例 zh_TW dc.title (題名) Research customer behavior of online group buying by the theory of planned behavior -In case of Babyhome group buying website en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、 英文部分：Ajzen I., (1991). 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