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台湾网路团购顾客购买意愿之研究

【中文摘要】:资讯科技发展迅速之下,带动了电子商务市场的蓬勃发展。根据资策会研究报告指出,2014年台湾电子商务市场规模将达到新台币8,796亿元,预估2015年将突破兆元产值,成为台湾继半导体之后的重要产业。在大环境经济不景气下,团购网站运用O2O离线商业模式推出平均市价5折左右的团购优惠券,不仅成为热门的网路购物平台,也有效提高厂商的广告效益。但随着消费纠纷增加以及个资外洩事件频传,使顾客在选择团购网站上有更多的顾虑与考量。
  本研究以曾在台湾团购网站消费过的顾客为分析对象,使用便利抽样方式取得有效问卷共计247份,并从服务品质、网站特性及知觉风险等构面探讨对于网路团购顾客购买意愿之影响因素及干扰效果,最后针对结论提出管理意涵与后续研究建议,供团购网站业者与未来研究者作参考。
  经SPSS软体进行叙述统计分析、因素分析、信度及效度分析、相关分析、迴归分析与平均数检定来验证假说后,研究结果显

szwox.com_025
示:
 一、 服务品质对于顾客购买意愿有显着影响。
 二、 网站特性对于顾客购买意愿有显着

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影响。
 三、 服务品质与顾客购买意愿间,知觉风险存在显着的干扰效果。
 四、 网站特性与顾客购买意愿间,知觉风险存在显着的干扰效果。
 
  关键词:团购网站、服务品质、网站特性、知觉风险、顾客购买意愿
【英文摘要】:With a rapid development of information technology, it’s boomed the e-commerce market. According to the research by MIC (Market Intelligence and Consulting Institute), Taiwan e-commerce market will reach NT$879,600 million in 2014, estimated in 2015 will exceed a million million NTD output value, and becoming an important industry in Taiwan following the semiconductor. Under the economic depression, group-buying websites provide coupons which are about fifty percent of the average market price to customers in use of O2O(Online To Offline) business model. It’s not only became a popular online shopping platform, but also raise partners’ advertising effectiveness. However, with the increase of consumer disputes and breaching of personal data frequently, customers have more concerns in selecting group-buying websites.
  The objects of study are consumers who have shopped on group-buying websites in Taiwan, 247 effective questionnaires were obtained by using convenience sampling method, and exploring the influenc

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ial factors and moderating effect on purchasing intention of online group-buying customers, including service quality, website attributes and perceived risks. Finally, according to the research findings, we proposed some management policies and academic implications for group-buying websites and future researchers.
  After descriptive statistic analysis, factor analysis, reliability analysis, validity analysis, correlation analysis, regression analysis and mean tests by using SPSS software to verify the hypothesis, the result of this study shows that:
 1. Service quality has a significant effect on customer purchase intention.
 2. Website attributes has a significant effect on customer purchase intention.
 3. The moderating effect of perceived risks on the relationship between service quality and customer purchase intention is significant.
 4. The moderating effect of perceived risks on the relationship between website attributes and customer purchase intention is significant.
 
  Keywords: Group-Buying Websites, Service Quality, Website Attributes, Perceived Risks, Customer Purchase Intention
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  • 来源:中山大学;作者:张庭瑜
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