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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 27-七月-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.
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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 (作者) 陳貞妮zh_TW
dc.contributor.author (作者) 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 27-七月-2015 11:16:25 (UTC+8)-
dc.date.available 27-七月-2015 11:16:25 (UTC+8)-
dc.date.issued (上傳時間) 27-七月-2015 11:16:25 (UTC+8)-
dc.identifier (其他 識別碼) 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/

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