Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22589
標題: 影響消費者參與網路合購關鍵因素之研究
To determine the key factors that influence consumers to join the group purchasing online
作者: 胡靖雅
Hu, Ching-Ya
關鍵字: Group purchasing;動機;Motivation;Originator;Categorization of commodities;Perceive risk;Fuzzy AHP;Place;Internet;主購特徵;知覺風險;商品類別;Fuzzy AHP;通路網路
出版社: 電子商務研究所
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摘要: 
合購這樣的交易模式從很久以前就已出現在我們的生活週遭,然而因又受到發起人的人脈、地理區隔與資訊不完全的限制。因此,此種透過合購可以降低成本的想法雖然眾所皆知,但在實際的作法上卻很難真正能有效率的落實。如今,拜網際網路的普及所賜,其跨時空的特性使得消費者可輕易的透過網路,聚集共同興趣與需求的消費者一起購買商品。透過合購的程序來提高特定商品的購買量與賣家議價,享受規模經濟的利益,或者是攤銷共同費用。
雖然合購可幫助消費享受到規模經濟、運費攤銷、服務改善……等利益,然而網路合購的流程複雜且具風險性,其中牽涉到主購個人操守、與主購的金錢往來以及合購物品交貨與寄送,整個合購團進行的時間亦比個人獨自購買所耗費的更久。
因此,為瞭解影響消費者加入網路合購團之因素,本研究經由文獻探討及實地參與合購之經驗,進而整理出動機、主購特徵、商品類別以及知覺風險等四大因素,並經由Fuzzy AHP分析法,計算出各個因素之重要性。而在最終權重的計算,本研究整理出「部份繼承」、「完全繼承」以及「完全獨立」等三種不同的研究假設,並分別計算最終權重。而以「完全獨立」法之結果對於網路合購之現況的解釋能力最佳。
研究結果顯示,X3(賣家信譽), X6(產品單價),X7(產品重要程度), X1(對主購的信任), X2(對主購的滿意度), X10(財務風險), X12(績效風險), X22(經濟樂趣)等8項因素對於消費者參與合購之影響力最大。並建議未來主購開團時應注意以下事項:(1) 累積開團經驗 (2) 檢視自我能力 (3) 審慎選擇合購物 (4) 審慎選擇賣家;而對有興趣切入合購市場的賣家則需在:(1)產品單價 (2)價格曲線 (3)維護自身良好信譽等三項要點做修正。
網路合購不僅節省了消費者的支出,對廠商來說更是一個新興通路;本研究探討影響消費者參與網路合購關鍵因素,希望此一結果及建議可以幫助未來主購順利開團,並幫助賣家進入合購市場,以促進買賣雙方達到雙贏的局面。

“Group purchasing” this trading mode has adopted in our daily life, However, group purchasing does not work effectively under the situation that few people group together to ask for a certain commodity because of insufficient interpersonal relations, the area barriers, or restricted access to commodity information. The well-known trade mode that reduces unit price by increasing quantity of demand thus lacks feasibility.
The popularized Internet service removes the stumbling stone for group purchasing. It allows universal consumers of common interests and demand to form purchase groups. Consumer can negotiated price to have the benefit of economic scale or share some expenses through “group purchasing”.
Group purchasing has advantages, such as the economy of scale, cheaper shipping, and better services; however, the complex process of unifying purchase group made it risky.
Therefore for the purpose of understanding the key factors that influence consumers to join the group purchasing online, this research arranges the constructs of “characteristics of the originator”, “categorization of commodities”, “perceive risk”, and “motivation” by literature review and real experience of group purchasing. And use FAHP to calculate the weight of each factor. This research arranges three kinds of research assumption to calculate of whole layer weight, they are “partial inherit”, “totally inherit”, and “complete independent”. And the result shows “complete independent” has the best explain ability for group purchasing.
According to the analyze result, we find eight factors X3(Seller''s prestige), X6(Product unit price),X7(Products important degree), X1(Trust in the originator), X2(Satisfaction with the originator), X10(Financial Risk), X12(Performance Risk), X22(Economic enjoyment) which will effect the inclination for consumer to join group purchasing. And this research suggested the future originator should (1) Accumulate make group''s experience, (2) Look over self- ability, (3) Be care choosing shopping jointly, (4) Be care choosing the seller; and the sellers should attention of (1) Product unit price, (2) Attractive price curve and (3) Maintain the own good prestige.
Group purchasing online not only reduces the cost of consumer but also a new channel for sellers. This research studies on the key factors that influence consumers to join the group purchasing online, hopes the result can help the future originator to hold the purchasing group easily, and support sellers to expand the new market of group purchasing.
URI: http://hdl.handle.net/11455/22589
其他識別: U0005-1707200622104300
Appears in Collections:科技管理研究所

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