1. NCCU Academic Hub
  2. Publications
  3. College of Commerce
  4. Theses
  5. Item

Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 社會認同對團購網站使用者再購意願的干擾作用
The Moderating Effect of Social Identity on Users’ Repurchase Intention in the Context of Online Group Buying
作者 陳貞妮
Chan, Jennifer
貢獻者 洪叔民
Horng, Shwu Min
陳貞妮
Chan, Jennifer
關鍵詞 團購
社會認同
滿意度
信任度
再購意願
電子商務
Group Buying
Social Identity
Satisfaction
Trust
Repurchase Intention
E-Commerce
日期 2015
上傳時間 27-Jul-2015 11:16:25 (UTC+8)
摘要 近年來，使用線上團購網站來購物的消費者逐日增長。隨著提供線上購物服務的電子商務業者增多，業者之間的競爭狀況也日漸激烈。因此，團購網站業者必須了解影響消費者再購意願的因素，並藉此建立除了價格優惠之外的優勢來提升自己的競爭力。
本研究使用計畫行為理論來建立研究架構，並分別探討消費者對於產品和團購網站的滿意度、信任度及再購意願之間的關聯性。此外，本研究也探討消費者在團購網站中的社會認同程度對於信任度及再購意願關聯性的干擾作用。
本研究以曾經使用過團購網站來購物的消費者為研究對象，並蒐集了300份有效問卷，再使用偏最小二乘回歸分析法分析並獲得結論。分析結果顯示，消費者對於產品及團購網站的滿意度、信任度及再購意願之間皆為正向關係。此外，消費者的社會認同程度對於信任度及再購意願之間的關聯性具有負向干擾作用，表示社會認同程度越低的消費者如果對於所購買的產品感到信任，他對於同項產品的再次購買意願和再次使用同購物網站的意願的關聯性就會越高。最後，基於以上研究分析結果，本研究將提出管理意涵及建議，並希望能對相關領域的研究有所貢獻。
Online group buying has become increasingly popular in recent years. As the number of e-commerce businesses escalates, so has the competition among these businesses. Companies need to understand what factors influence customers’ repurchase intention, and provide more than just discounted prices in order to compete in this challenging market.
Built upon the theory of planned behavior (TPB) model, this research discusses how customer satisfaction could influence trust and how trust could influence repurchase intention. Satisfaction, trust, and repurchase intention of group buying websites and products were examined separately, and their relationships were investigated as well. Furthermore, customers’ social identity of the group buying websites that they have used to make purchases have been measured, and the moderating effects of social identity toward the relationship between trust and repurchase intention are discussed in this research as well.
300 effective samples were collected, all of which are customers who have made purchases on group buying websites before. PLS regression analysis reported that there are positive relationships between customer satisfaction and trust, and also between trust and repurchase intention. Additionally, this research has found a negative moderating effect of social identity toward the relationship between “trust toward the product” and “repurchase intention of the same product traded any website”, and also between “trust toward the product” and “repurchase intention of any product traded in the website used”. Last, managerial implications of my findings are outlined and discussed.
參考文獻 123團購網. Retrieved on Jan. 23, 2015 from http://www.123.com.tw/

17Life. Retrieved on Jan. 23, 2015 from http://www.17life.com/

Abdul-Muhmin, A. G. (2010). Repeat Purchase Intentions in Online Shopping: The Role of Satisfaction, Attitude, and Online Retailers’ Performance. Journal of International Consumer Marketing, 23(1), 5–20. http://doi.org/10.1080/08961530.2011.524571

Ajzen, I. (1991). Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. http://doi.org/10.1016/0749-5978(91)90020-T

Ajzen, I. & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, N. J.: Prentice-Hall.

BabyHome好物. Retrieved on Jan. 23, 2015 from http://shop.babyhome.com.tw/

Bagozzi, R. P., & Youjae Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16(1), 74–94. http://doi.org/10.1177/009207038801600107

Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation, and Satisfaction. Journal of Marketing Research, 2(3), 244–249. http://doi.org/10.2307/3150182

Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93. http://dx.doi.org/10.1509/jmkg.65.2.81.18255

Chen, J., Chen, X., Kauffman, R. J., & Song, X. (2009). Should We Collude? Analyzing the Benefits of Bidder Cooperation in Online Group-Buying Auctions. Electronic Commerce Research and Applications, 8(4), 191–202. http://doi.org/10.1016/j.elerap.2008.11.010

Cheng, H. F., Yang, M. H., & Chen, K. Y. (2011). Elucidating the Ethical Sales Behavior in Electronic Commerce. Journal of Computer Information Systems, 52(1), 87–95.

Cheng, S. Y., Tsai, M. T., Cheng, N. C., & Chen, K. S. (2012). Predicting Intention to Purchase on Group Buying Website in Taiwan: Virtual Community, Critical Mass and Risk. Online Information Review, 36(5), 698–712. http://dx.doi.org/10.1108/14684521211275984

Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of Customer Repurchase Intention in Online Shopping. Online Information Review, 33(4), 761–784. http://doi.org/10.1108/14684520910985710

Choi, J., Sohn, C., & Lee, H. J. (2010). The Impact of Multi-Dimensional Trust for Customer Satisfaction. International Journal of Management Science, 16(2), 81–97.

Cronin, J. J., & Taylor, S. A. (1992) Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55–68. http://doi.org/10.2307/1252296

Devaraj, S., Fan, M., & Kohli, R. (2002). Antecedents of B2C Channel Satisfaction and Preference: Validating e-Commerce Metrics. Information Systems Research, 13(3), 316–333. http://dx.doi.org/10.1287/isre.13.3.316.77

Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A Social Influence Model of Consumer Participation in Network- and Small-Group-Based Virtual Communities. International Journal of Research in Marketing, 21(3), 241–263. http://doi.org/10.1016/j.ijresmar.2003.12.004

eMarketer. (2014). Global B2C Ecommerce Sales to Hit $1.5 Trillion This Year Driven by Growth in Emerging Markets. Retrieved on May 20, 2015 from http://www.emarketer.com/Article/Global-B2C-Ecommerce-Sales-Hit-15-Trillion-This-Year-Driven-by-Growth-Emerging-Markets/1010575

Garbarino, E., & Johnson, M. S. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63(2), 70–87. http://doi.org/10.2307/1251946

Gomaji. Retrieved on Jan. 23, 2015 from http://www.gomaji.com/

Guilford, J. P., & Fruchter, B. (1978). Fundamental Statistics in Psychology and Education (6th ed.). New York: Mcgraw Hill.

Gundlach, G. T., & Murphy, P. E. (1993). Ethical and Legal Foundations of Relational Marketing Exchanges. Journal of Marketing, 57(4), 35–46. http://doi.org/10.2307/1252217

Groupon. Retrieved on Jan. 23, 2015 from http://www.groupon.com.tw/

Ha, H. Y., Janda, S., & Muthaly, S. K. (2010). A New Understanding of Satisfaction Model in E-re-purchase Situation. European Journal of Marketing, 44(7/8), 997–1016. http://doi.org/10.1108/03090561011047490

Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis (7th ed.). Upper Saddle River, N. J.: Prentice-Hall.

Halstead, D., & Page, T. J. (1992). The Effects of Satisfaction and Complaining Behavior on Consumer Repurchase Intentions. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 5, 1–11.

Heijden, H. V. D., Verhagen, T., & Creemers, M. (2003). Understanding Online Purchase Intentions: Contributions from Technology and Trust Perspectives. European Journal of Information Systems, 12, 41–48. http://doi.org/10.1057/palgrave.ejis.3000445

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer Repurchase Intention: A General Structural Equation Model. European Journal of Marketing, 37(11/12), 1762–1800. http://doi.org/10.1108/03090560310495456

Horppu, M., Kuivalainen, O., Tarkiainen, A., & Ellonen, H. K. (2008). Online Satisfaction, Trust and Loyalty, and the Impact of the Offline Parent Brand. Journal of Product & Brand Management, 17(6), 403–413. http://doi.org/10.1108/10610420810904149

Hsu, C. H., & Yang, C. M. (2012). Key Buying Factors of Group-Buying on Internet. Advances in Information Sciences and Service Sciences, 4(7), 99–106. http://doi.org/10.4156/aiss.vol4.issue7.11

Hume, M., & Mort, G. M. (2008). Understanding the Role of Involvement in Customer Repurchase of the Performing Arts. Journal of Nonprofit & Public Sector Marketing, 20(2), 299–328. http://doi.org/10.1080/10495140802225016

Hung, S. W., Cheng, M. J., & Chen, P. C. (2012). Reexamining the Factors for Trust in Cultivating Online Customer Repurchase Intentions: The Moderating Effect of Perceived Waiting. International Journal of Human-Computer Interaction, 28(10), 666–677. http://doi.org/10.1080/10447318.2011.654201

Institute for Information Industry. (2011). Taiwan E-Commerce Yearbook 2011, 378–382. Taipei, Taiwan: Ministry of Economic Affairs, R.O.C. Retrieved on May 20, from http://ecommerce.org.tw/_files/4-274420.pdf

Institute for Information Industry. (2015). 資策會：今年電子商務市場將破兆元. Retrieved on May 20, 2015 from http://www.chinatimes.com/newspapers/20150303000216-260210

iSurvey Eastern Online Company, Ltd. Retrieved on May 20, 2015 from http://www.isurvey.com.tw/

Kassim, N., & Abdullah, N. A. (2010). The Effect of Perceived Service Quality Dimensions on Customer Satisfaction, Trust, and Loyalty in E-commerce Settings: A Cross Cultural Analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), 351–371. http://doi.org/10.1108/13555851011062269

Kauffman, R. J., Lai, H., & Ho, C. T. (2010). Incentive Mechanisms, Fairness and Participation in Online Group-Buying Auctions. Electronic Commerce Research and Applications, 9(3), 249–262. http://doi.org/10.1016/j.elerap.2008.11.009

Kauffman, R. J., & Wang, B. (2001). New Buyers’ Arrival Under Dynamic Pricing Market Microstructure: The Case of Group-Buying Discounts on the Internet. Proceedings of the 34th Annual Hawaii International Conference on System Sciences, 1–35. http://doi.org/10.1109/HICSS.2001.927065

Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation, and Control (9th ed.). Upper Saddle River, N. J.: Prentice Hall.

Laroche, M., Kim, C., & Zhou, L. (1996). Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context. Journal of Business Research, 37(2), 115–120. http://doi.org/10.1016/0148-2963(96)00056-2

Lee, M. K. O., & Turban, E. (2001). A Trust Model for Consumer Internet Shopping. International Journal of Electronic Commerce, 6(1), 75–91. http://doi.org/10.1080/10864415.2001.11044227

Lim, K. H., Leung, K., Sia, C. L., & Lee, M. K. (2004). Is Ecommerce Boundary-Less? Effects of Individualism-Collectivism and Uncertainty Avoidance on Internet Shopping. Journal of International Business Studies, 35, 545–559. http://doi.org/10.1057/palgrave.jibs.8400104

Madhok, A. (2006). Revisiting Multinational Firms’ Tolerance for Joint Ventures: A Trust-Based Approach. Journal of International Business Studies, 37, 30–43. http://doi.org/10.1057/palgrave.jibs.8400161

Market Intelligence & Consulting Institute (MIC). (2014). 2013年台灣網購行為－使用行動裝置消費額大幅成長. Retrieved on May 20, 2015 from http://mic.iii.org.tw/aisp/pressroom/press01_pop.asp?sno=353&type1=2

Martin, S. S., Camarero, C., & Jose, R. S. (2011). Does Involvement Matter in Online Shopping Satisfaction and Trust? Psychology & Marketing, 28(2), 145–167. http://doi.org/10.1002/mar.20384

Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model of Organizational Trust. The Academy of Management Review, 20(3), 709–734. http://doi.org/10.5465/AMR.1995.9508080335

Ministry of Economic Affairs, R.O.C. (2011). 台灣團購網站的現況與趨勢發展. Retrieved on Dec 25, 2014 from http://ciis.cdri.org.tw/files/attachment/0B350362603789551975/%E5%8F%B0%E7%81%A3%E5%9C%98%E8%B3%BC%E7%B6%B2%E7%AB%99%E7%9A%84%E7%8F%BE%E6%B3%81%E8%88%87%E8%B6%A8%E5%8B%A2%E7%99%BC%E5%B1%95.pdf

Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38. http://doi.org/10.2307/1252308

Müller, W. (1991). Gaining Competitive Advantage through Customer Satisfaction. European Management Journal, 9(2), 201–211. http://doi.org/10.1016/0263-2373(91)90085-5

Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460–469. http://doi.org/10.2307/3150499

Pavlou, P. A., & Fygenson, M. (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior. MIS Quarterly, 30(1), 115–143.

PChome. Retrieved on Jan. 23, 2015 from http://24h.pchome.com.tw/region/DBAR

Peppers, D., & Rogers, M. (1998). Don’t Resist Marketing Automation. Sales and Marketing Management, 150(10), 32–33.

PTT BuyTogether Board. Retrieved on Jan. 23, 2015 from https://www.ptt.cc/man/BuyTogether/index.html

Ranaweera, C., & Prabhu, J. (2003). The Influence of Satisfaction, Trust and Switching Barriers on Customer Retention in a Continuous Purchasing Setting. International Journal of Service Industry Management, 14(4), 374–395. http://doi.org/10.1108/09564230310489231

Selnes, F. (1998). Antecedents and Consequences of Trust and Satisfaction in Buyer-Seller Relationships. European Journal of Marketing, 32(3/4), 305–322. http://dx.doi.org/10.1108/03090569810204580

Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). Customer Satisfaction and Loyalty in Online and Offline Environments. International Journal of Research in Marketing, 20(2), 153–175. http://doi.org/10.1016/S0167-8116(03)00016-8

Sharif-Paghaleh, H. (2009). Towards a Customizable Platform for Simulation of Group Buying Markets. 2009 IEEE/WIC/ACM International Conference on Web Intelligence and Intelligent Agent Technology, 3, 303–306. http://doi.org/10.1109/WI-IAT.2009.288

Singh, J., & Sirdeshmukh, D. (2000). Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments. Journal of the Academy of Marketing Science, 28(1), 150–167. http://doi.org/10.1177/0092070300281014

Statista. (2015). Digital Buyer Penetration Worldwide from 2011 to 2018. Retrieved on May 20, 2015 from http://www.statista.com/statistics/261676/digital-buyer-penetration-worldwide/

Statista. (2015). Global Revenue of Groupon from 2008 to 2014. Retrieved on May 20, 2015 from http://www.statista.com/statistics/273251/groupons-annual-global-revenue/

Tajfel, H., & Turner, J. (1979). An Integrative Theory of Intergroup Conflict. The Social Psychology of Intergroup Relations, 33–47. Monterey, CA: Brooks-Cole. Retrieved from http://www.alliance-scotland.org.uk/download/library/lib_5506fe569ced6/

TaoBao. Retrieved on Jan. 23, 2015 from http://tw.taobao.com/

Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing. Journal of Marketing, 62(2), 60–76. http://doi.org/10.2307/1252161

Tsiros, M., & Mittal, V. (2000). Regret: A Model of Its Antecedents and Consequences in Consumer Decision Making. Journal of Consumer Research, 26(4), 401–417. http://doi.org/10.1086/209571

Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157–178.

Wang, X., Yu, C., & Wei, Y. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing, 26(4), 198–208. http://doi.org/10.1016/j.intmar.2011.11.004

Wells, J. D., Valacich, J. S., & Hess, T. J. (2011). What Signals Are You Sending? How Website Quality Influences Perceptions of Product Quality and Purchase Intentions. MIS Quarterly, 35(2), 373–396.

Wen, C., Prybutok, V. R., & Xu, C. (2011). An Integrated Model for Customer Online Repurchase Intention. Journal of Computer Information Systems, 52(1), 14–23.

Yahoo!奇摩超級商城. Retrieved on Jan. 23, 2015 from https://tw.discount.yahoo.net/index.php?group=all

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing. 60(2), 31–46. http://doi.org/10.2307/1251929

生活市集. Retrieved on Jan. 23, 2015 from https://www.buy123.com.tw/

瘋狂賣客. Retrieved on Jan. 23, 2015 from http://crazymike.tw/
描述 碩士
國立政治大學
企業管理研究所
102363105
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102363105
資料類型 thesis
dc.contributor.advisor 洪叔民zh_TW
dc.contributor.advisor Horng, Shwu Minen_US
dc.contributor.author (Authors) 陳貞妮zh_TW
dc.contributor.author (Authors) Chan, Jenniferen_US
dc.creator (作者) 陳貞妮zh_TW
dc.creator (作者) Chan, Jenniferen_US
dc.date (日期) 2015en_US
dc.date.accessioned 27-Jul-2015 11:16:25 (UTC+8)-
dc.date.available 27-Jul-2015 11:16:25 (UTC+8)-
dc.date.issued (上傳時間) 27-Jul-2015 11:16:25 (UTC+8)-
dc.identifier (Other Identifiers) G0102363105en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/76828-
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) 102363105zh_TW
dc.description.abstract (摘要) 近年來，使用線上團購網站來購物的消費者逐日增長。隨著提供線上購物服務的電子商務業者增多，業者之間的競爭狀況也日漸激烈。因此，團購網站業者必須了解影響消費者再購意願的因素，並藉此建立除了價格優惠之外的優勢來提升自己的競爭力。
本研究使用計畫行為理論來建立研究架構，並分別探討消費者對於產品和團購網站的滿意度、信任度及再購意願之間的關聯性。此外，本研究也探討消費者在團購網站中的社會認同程度對於信任度及再購意願關聯性的干擾作用。
本研究以曾經使用過團購網站來購物的消費者為研究對象，並蒐集了300份有效問卷，再使用偏最小二乘回歸分析法分析並獲得結論。分析結果顯示，消費者對於產品及團購網站的滿意度、信任度及再購意願之間皆為正向關係。此外，消費者的社會認同程度對於信任度及再購意願之間的關聯性具有負向干擾作用，表示社會認同程度越低的消費者如果對於所購買的產品感到信任，他對於同項產品的再次購買意願和再次使用同購物網站的意願的關聯性就會越高。最後，基於以上研究分析結果，本研究將提出管理意涵及建議，並希望能對相關領域的研究有所貢獻。		zh_TW
dc.description.abstract (摘要) Online group buying has become increasingly popular in recent years. As the number of e-commerce businesses escalates, so has the competition among these businesses. Companies need to understand what factors influence customers’ repurchase intention, and provide more than just discounted prices in order to compete in this challenging market.
Built upon the theory of planned behavior (TPB) model, this research discusses how customer satisfaction could influence trust and how trust could influence repurchase intention. Satisfaction, trust, and repurchase intention of group buying websites and products were examined separately, and their relationships were investigated as well. Furthermore, customers’ social identity of the group buying websites that they have used to make purchases have been measured, and the moderating effects of social identity toward the relationship between trust and repurchase intention are discussed in this research as well.
300 effective samples were collected, all of which are customers who have made purchases on group buying websites before. PLS regression analysis reported that there are positive relationships between customer satisfaction and trust, and also between trust and repurchase intention. Additionally, this research has found a negative moderating effect of social identity toward the relationship between “trust toward the product” and “repurchase intention of the same product traded any website”, and also between “trust toward the product” and “repurchase intention of any product traded in the website used”. Last, managerial implications of my findings are outlined and discussed.		en_US
dc.description.tableofcontents Chapter One: Introduction 1
1-1 Research Background and Motivation 1
1-2 Research Scope and Purpose 5
1-3 Research Process 7

Chapter Two: Literature Review 8
2-1 Online Group Buying 8
2-2 Theory of Planned Behavior 9
2-3 Social Identity 12
2-4 Satisfaction 13
2-5 Trust 14
2-6 Repurchase Intention 16

Chapter Three: Research Framework 19
3-1 Research Framework 19
3-2 Hypotheses 20

Chapter Four: Analysis 26
4-1 Questionnaire Development and Data Collection 26
4-2 Descriptive Analysis 28
4-3 Reliability and Validity Analysis 29
4-4 Partial Least Square Regression 34
4-5 Moderating Effects of Social Identity 36

Chapter Five: Conclusion 38
5-1 Research Results 38
5-2 Managerial Implications 39
5-3 Research Limitations and Future Research Directions 41

References 43

Appendix - Questionnaire 50		zh_TW
dc.format.extent 960403 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102363105en_US
dc.subject (關鍵詞) 團購zh_TW
dc.subject (關鍵詞) 社會認同zh_TW
dc.subject (關鍵詞) 滿意度zh_TW
dc.subject (關鍵詞) 信任度zh_TW
dc.subject (關鍵詞) 再購意願zh_TW
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) Group Buyingen_US
dc.subject (關鍵詞) Social Identityen_US
dc.subject (關鍵詞) Satisfactionen_US
dc.subject (關鍵詞) Trusten_US
dc.subject (關鍵詞) Repurchase Intentionen_US
dc.subject (關鍵詞) E-Commerceen_US
dc.title (題名) 社會認同對團購網站使用者再購意願的干擾作用zh_TW
dc.title (題名) The Moderating Effect of Social Identity on Users’ Repurchase Intention in the Context of Online Group Buyingen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 123團購網. Retrieved on Jan. 23, 2015 from http://www.123.com.tw/

17Life. Retrieved on Jan. 23, 2015 from http://www.17life.com/

Abdul-Muhmin, A. G. (2010). Repeat Purchase Intentions in Online Shopping: The Role of Satisfaction, Attitude, and Online Retailers’ Performance. Journal of International Consumer Marketing, 23(1), 5–20. http://doi.org/10.1080/08961530.2011.524571

Ajzen, I. (1991). Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. http://doi.org/10.1016/0749-5978(91)90020-T

Ajzen, I. & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, N. J.: Prentice-Hall.

BabyHome好物. Retrieved on Jan. 23, 2015 from http://shop.babyhome.com.tw/

Bagozzi, R. P., & Youjae Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16(1), 74–94. http://doi.org/10.1177/009207038801600107

Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation, and Satisfaction. Journal of Marketing Research, 2(3), 244–249. http://doi.org/10.2307/3150182

Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93. http://dx.doi.org/10.1509/jmkg.65.2.81.18255

Chen, J., Chen, X., Kauffman, R. J., & Song, X. (2009). Should We Collude? Analyzing the Benefits of Bidder Cooperation in Online Group-Buying Auctions. Electronic Commerce Research and Applications, 8(4), 191–202. http://doi.org/10.1016/j.elerap.2008.11.010

Cheng, H. F., Yang, M. H., & Chen, K. Y. (2011). Elucidating the Ethical Sales Behavior in Electronic Commerce. Journal of Computer Information Systems, 52(1), 87–95.

Cheng, S. Y., Tsai, M. T., Cheng, N. C., & Chen, K. S. (2012). Predicting Intention to Purchase on Group Buying Website in Taiwan: Virtual Community, Critical Mass and Risk. Online Information Review, 36(5), 698–712. http://dx.doi.org/10.1108/14684521211275984

Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of Customer Repurchase Intention in Online Shopping. Online Information Review, 33(4), 761–784. http://doi.org/10.1108/14684520910985710

Choi, J., Sohn, C., & Lee, H. J. (2010). The Impact of Multi-Dimensional Trust for Customer Satisfaction. International Journal of Management Science, 16(2), 81–97.

Cronin, J. J., & Taylor, S. A. (1992) Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55–68. http://doi.org/10.2307/1252296

Devaraj, S., Fan, M., & Kohli, R. (2002). Antecedents of B2C Channel Satisfaction and Preference: Validating e-Commerce Metrics. Information Systems Research, 13(3), 316–333. http://dx.doi.org/10.1287/isre.13.3.316.77

Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A Social Influence Model of Consumer Participation in Network- and Small-Group-Based Virtual Communities. International Journal of Research in Marketing, 21(3), 241–263. http://doi.org/10.1016/j.ijresmar.2003.12.004

eMarketer. (2014). Global B2C Ecommerce Sales to Hit $1.5 Trillion This Year Driven by Growth in Emerging Markets. Retrieved on May 20, 2015 from http://www.emarketer.com/Article/Global-B2C-Ecommerce-Sales-Hit-15-Trillion-This-Year-Driven-by-Growth-Emerging-Markets/1010575

Garbarino, E., & Johnson, M. S. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63(2), 70–87. http://doi.org/10.2307/1251946

Gomaji. Retrieved on Jan. 23, 2015 from http://www.gomaji.com/

Guilford, J. P., & Fruchter, B. (1978). Fundamental Statistics in Psychology and Education (6th ed.). New York: Mcgraw Hill.

Gundlach, G. T., & Murphy, P. E. (1993). Ethical and Legal Foundations of Relational Marketing Exchanges. Journal of Marketing, 57(4), 35–46. http://doi.org/10.2307/1252217

Groupon. Retrieved on Jan. 23, 2015 from http://www.groupon.com.tw/

Ha, H. Y., Janda, S., & Muthaly, S. K. (2010). A New Understanding of Satisfaction Model in E-re-purchase Situation. European Journal of Marketing, 44(7/8), 997–1016. http://doi.org/10.1108/03090561011047490

Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis (7th ed.). Upper Saddle River, N. J.: Prentice-Hall.

Halstead, D., & Page, T. J. (1992). The Effects of Satisfaction and Complaining Behavior on Consumer Repurchase Intentions. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 5, 1–11.

Heijden, H. V. D., Verhagen, T., & Creemers, M. (2003). Understanding Online Purchase Intentions: Contributions from Technology and Trust Perspectives. European Journal of Information Systems, 12, 41–48. http://doi.org/10.1057/palgrave.ejis.3000445

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer Repurchase Intention: A General Structural Equation Model. European Journal of Marketing, 37(11/12), 1762–1800. http://doi.org/10.1108/03090560310495456

Horppu, M., Kuivalainen, O., Tarkiainen, A., & Ellonen, H. K. (2008). Online Satisfaction, Trust and Loyalty, and the Impact of the Offline Parent Brand. Journal of Product & Brand Management, 17(6), 403–413. http://doi.org/10.1108/10610420810904149

Hsu, C. H., & Yang, C. M. (2012). Key Buying Factors of Group-Buying on Internet. Advances in Information Sciences and Service Sciences, 4(7), 99–106. http://doi.org/10.4156/aiss.vol4.issue7.11

Hume, M., & Mort, G. M. (2008). Understanding the Role of Involvement in Customer Repurchase of the Performing Arts. Journal of Nonprofit & Public Sector Marketing, 20(2), 299–328. http://doi.org/10.1080/10495140802225016

Hung, S. W., Cheng, M. J., & Chen, P. C. (2012). Reexamining the Factors for Trust in Cultivating Online Customer Repurchase Intentions: The Moderating Effect of Perceived Waiting. International Journal of Human-Computer Interaction, 28(10), 666–677. http://doi.org/10.1080/10447318.2011.654201

Institute for Information Industry. (2011). Taiwan E-Commerce Yearbook 2011, 378–382. Taipei, Taiwan: Ministry of Economic Affairs, R.O.C. Retrieved on May 20, from http://ecommerce.org.tw/_files/4-274420.pdf

Institute for Information Industry. (2015). 資策會：今年電子商務市場將破兆元. Retrieved on May 20, 2015 from http://www.chinatimes.com/newspapers/20150303000216-260210

iSurvey Eastern Online Company, Ltd. Retrieved on May 20, 2015 from http://www.isurvey.com.tw/

Kassim, N., & Abdullah, N. A. (2010). The Effect of Perceived Service Quality Dimensions on Customer Satisfaction, Trust, and Loyalty in E-commerce Settings: A Cross Cultural Analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), 351–371. http://doi.org/10.1108/13555851011062269

Kauffman, R. J., Lai, H., & Ho, C. T. (2010). Incentive Mechanisms, Fairness and Participation in Online Group-Buying Auctions. Electronic Commerce Research and Applications, 9(3), 249–262. http://doi.org/10.1016/j.elerap.2008.11.009

Kauffman, R. J., & Wang, B. (2001). New Buyers’ Arrival Under Dynamic Pricing Market Microstructure: The Case of Group-Buying Discounts on the Internet. Proceedings of the 34th Annual Hawaii International Conference on System Sciences, 1–35. http://doi.org/10.1109/HICSS.2001.927065

Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation, and Control (9th ed.). Upper Saddle River, N. J.: Prentice Hall.

Laroche, M., Kim, C., & Zhou, L. (1996). Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context. Journal of Business Research, 37(2), 115–120. http://doi.org/10.1016/0148-2963(96)00056-2

Lee, M. K. O., & Turban, E. (2001). A Trust Model for Consumer Internet Shopping. International Journal of Electronic Commerce, 6(1), 75–91. http://doi.org/10.1080/10864415.2001.11044227

Lim, K. H., Leung, K., Sia, C. L., & Lee, M. K. (2004). Is Ecommerce Boundary-Less? Effects of Individualism-Collectivism and Uncertainty Avoidance on Internet Shopping. Journal of International Business Studies, 35, 545–559. http://doi.org/10.1057/palgrave.jibs.8400104

Madhok, A. (2006). Revisiting Multinational Firms’ Tolerance for Joint Ventures: A Trust-Based Approach. Journal of International Business Studies, 37, 30–43. http://doi.org/10.1057/palgrave.jibs.8400161

Market Intelligence & Consulting Institute (MIC). (2014). 2013年台灣網購行為－使用行動裝置消費額大幅成長. Retrieved on May 20, 2015 from http://mic.iii.org.tw/aisp/pressroom/press01_pop.asp?sno=353&type1=2

Martin, S. S., Camarero, C., & Jose, R. S. (2011). Does Involvement Matter in Online Shopping Satisfaction and Trust? Psychology & Marketing, 28(2), 145–167. http://doi.org/10.1002/mar.20384

Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model of Organizational Trust. The Academy of Management Review, 20(3), 709–734. http://doi.org/10.5465/AMR.1995.9508080335

Ministry of Economic Affairs, R.O.C. (2011). 台灣團購網站的現況與趨勢發展. Retrieved on Dec 25, 2014 from http://ciis.cdri.org.tw/files/attachment/0B350362603789551975/%E5%8F%B0%E7%81%A3%E5%9C%98%E8%B3%BC%E7%B6%B2%E7%AB%99%E7%9A%84%E7%8F%BE%E6%B3%81%E8%88%87%E8%B6%A8%E5%8B%A2%E7%99%BC%E5%B1%95.pdf

Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38. http://doi.org/10.2307/1252308

Müller, W. (1991). Gaining Competitive Advantage through Customer Satisfaction. European Management Journal, 9(2), 201–211. http://doi.org/10.1016/0263-2373(91)90085-5

Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460–469. http://doi.org/10.2307/3150499

Pavlou, P. A., & Fygenson, M. (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior. MIS Quarterly, 30(1), 115–143.

PChome. Retrieved on Jan. 23, 2015 from http://24h.pchome.com.tw/region/DBAR

Peppers, D., & Rogers, M. (1998). Don’t Resist Marketing Automation. Sales and Marketing Management, 150(10), 32–33.

PTT BuyTogether Board. Retrieved on Jan. 23, 2015 from https://www.ptt.cc/man/BuyTogether/index.html

Ranaweera, C., & Prabhu, J. (2003). The Influence of Satisfaction, Trust and Switching Barriers on Customer Retention in a Continuous Purchasing Setting. International Journal of Service Industry Management, 14(4), 374–395. http://doi.org/10.1108/09564230310489231

Selnes, F. (1998). Antecedents and Consequences of Trust and Satisfaction in Buyer-Seller Relationships. European Journal of Marketing, 32(3/4), 305–322. http://dx.doi.org/10.1108/03090569810204580

Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). Customer Satisfaction and Loyalty in Online and Offline Environments. International Journal of Research in Marketing, 20(2), 153–175. http://doi.org/10.1016/S0167-8116(03)00016-8

Sharif-Paghaleh, H. (2009). Towards a Customizable Platform for Simulation of Group Buying Markets. 2009 IEEE/WIC/ACM International Conference on Web Intelligence and Intelligent Agent Technology, 3, 303–306. http://doi.org/10.1109/WI-IAT.2009.288

Singh, J., & Sirdeshmukh, D. (2000). Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments. Journal of the Academy of Marketing Science, 28(1), 150–167. http://doi.org/10.1177/0092070300281014

Statista. (2015). Digital Buyer Penetration Worldwide from 2011 to 2018. Retrieved on May 20, 2015 from http://www.statista.com/statistics/261676/digital-buyer-penetration-worldwide/

Statista. (2015). Global Revenue of Groupon from 2008 to 2014. Retrieved on May 20, 2015 from http://www.statista.com/statistics/273251/groupons-annual-global-revenue/

Tajfel, H., & Turner, J. (1979). An Integrative Theory of Intergroup Conflict. The Social Psychology of Intergroup Relations, 33–47. Monterey, CA: Brooks-Cole. Retrieved from http://www.alliance-scotland.org.uk/download/library/lib_5506fe569ced6/

TaoBao. Retrieved on Jan. 23, 2015 from http://tw.taobao.com/

Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing. Journal of Marketing, 62(2), 60–76. http://doi.org/10.2307/1252161

Tsiros, M., & Mittal, V. (2000). Regret: A Model of Its Antecedents and Consequences in Consumer Decision Making. Journal of Consumer Research, 26(4), 401–417. http://doi.org/10.1086/209571

Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157–178.

Wang, X., Yu, C., & Wei, Y. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing, 26(4), 198–208. http://doi.org/10.1016/j.intmar.2011.11.004

Wells, J. D., Valacich, J. S., & Hess, T. J. (2011). What Signals Are You Sending? How Website Quality Influences Perceptions of Product Quality and Purchase Intentions. MIS Quarterly, 35(2), 373–396.

Wen, C., Prybutok, V. R., & Xu, C. (2011). An Integrated Model for Customer Online Repurchase Intention. Journal of Computer Information Systems, 52(1), 14–23.

Yahoo!奇摩超級商城. Retrieved on Jan. 23, 2015 from https://tw.discount.yahoo.net/index.php?group=all

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing. 60(2), 31–46. http://doi.org/10.2307/1251929

生活市集. Retrieved on Jan. 23, 2015 from https://www.buy123.com.tw/

瘋狂賣客. Retrieved on Jan. 23, 2015 from http://crazymike.tw/		zh_TW