參考群體的社會性認同對個人網路團購決策之影響

The Study of Social Identification Effect of Reference Group on Individual Consumer’s Internet Group Purchasing Strategy

10.6160/2016.03.03

江季芸(Chi-Yun Chiang)；謝佳宏(Chia-Hung Hsieh)；阮慧貞(Hui-Chen Juan)

參考群體 ； 網路團購 ； 社會性認同 ； Reference Group ； Internet Group Purchasing (IGP) ； Social Identification

中山管理評論

24卷1期（2016 / 03 / 01）

77 - 114

繁體中文

網路團購乃因一群消費者擁有相似的目標或興趣，而致使他們自願集結團體的購買力量，來對特定廠商進行議價，以獲取優惠的商品價格。本研究探討在親朋好友所發起的網路團購情境下，參考群體的社會性認同因素對個人網路團購決策之影響。實證結果發現，在參考群體的影響方面:(1)認知性 社會認同會正向影響個人的網路團購意願，並負向影響個人的認知努力知覺；(2)評價性社會認同會正向影響個人的網路團購意願，以及正向影響個人的知覺價值；(3)情感性社會認同會正向影響個人的網路團購意願，並負向影響個人的知覺風險感受。而在個人決策方面，知覺價值會正向影響網路團購意願，但認知努力與知覺風險均會負向影響網路團購意願。

Internet group purchasing (IGP) occurs when a group of consumers who share similar goals and interests join their buying power to acquire preferable prices from sellers. In this study, an IGP is arranged by knowing well consumers. This study examines how the social identification of reference group may influence individual consumer’s IGP strategy. The empirical results of the reference group effects show that: (1) cognitive component of social identification can positively affect individual consumer’s IGP intention and negatively affect individual consumer’s cognitive effort; (2) evaluative component of social identification can positively affect individual consumer’s IGP intention as well as perceived value; (3) affective component of social identification can positively affect individual consumer’s IGP intention and negatively affect individual consumer’s perceived risk The empirical results about individual consumer’s IGP strategy show that perceived value can positively affect IGP intention; however, cognitive effort and perceived risk can negatively affect IGP intention.

1. 陳志萍、王薇婷(2012)。愛購網之線上合購社群參與動機研究分析。電子商務學報，14(3)，493-512。
   連結：
2. 黃玫瑄，2011，「2011 年團購快速成長 手機購物潛力商機」，http://www.iii.org.tw/service/3_1_4_c.aspx?id=183, accessed on March 5, 2013. (Huang, M. X., 2011, “Group Buying Grows up Rapidly in 2011. Mobile Purchase has Huge Business Potential,” http://www.iii.org.tw/service/3_1_4_c.aspx?id=183, accessed on March 5, 2013.)
3. 陳文駿， 2008 ，「ihergo 就是愛合購」， http://www.ectimes.org.tw/shownews.aspx?id=080525152925, accessed on April 25, 2013. (Chen, W. J., 2008, “ihergo Means Group Buying,” http://www.ectimes.org.tw/shownews.aspx?id=080525152925, accessed on April 25, 2013.)
4. (2006).Shop affronts.Economist,Jun 29th
5. 李婕，2009，「團結力量大!抓住消費者心理，搶占團購商機」，http://www.ieatpe.org.tw/magazine/215-5.htm, accessed on March 15, 2013. (Li, J., 2009, “Group Buying Creates Huge Purchase Power! Capturing Consumer Psychology to Obtain the Group Buying Business,” http://www.ieatpe.org.tw/magazine/215-5.htm, accessed on March 15, 2013.)
6. Ajzen, I.(1991).The Theory of Planned Behavior.Organizational Behavior and Human Decision Processes,50(2),179-211.
7. Anand, K. S.,Aron, R.(2003).Group Buying On The Web: A Comparison of Pricediscovery Mechanisms.Management Science,49(11),1546-1562.
8. Arnould, E.,Price, L.,Zinkhan, G.(2003).Consumers.New York:McGraw Hill Higher Education.
9. Austin, W. G.(ed.),Worchel, S.(ed.)(1979).The Social Psychology of Intergroup Relations.Monterey, CA:Books-Cole.
10. Bagozzi, R. P.,Dholakia, U. M.(2002).Intentional Social Action in Virtual Communities.Journal of Interactive Marketing,16(2),2-21.
11. Bauer, R. A.(1960).Consumer Behavior As Risk-taking.Dynamic Marketing for A Changing World Hancock,Chicago:
12. Beach, L. R.,Mitchell, T. R.(1978).A Contingency Model For the Selection of Decision Strategies.Academy of Management Review,3(3),439-449.
13. Bhatnagar, A.,Misra, S.,Rao, R. H.(2000).On Risk, Convenience, and Internet Shopping Behavior.Communication of the ACM,43(11),98-105.
14. Blackwell, R. D.,Miniard, P. W.,Engel, J. F.(2006).Consumer Behavior.Mason, AU:Thomson Business and Economics.
15. Blackwell, R. D.,Miniard, P. W.,Engel, J. F.,Pai, N. W.(2012).Consumer Behavior.Boston:South Western.
16. Chin, W. W.(1998).The Partial Least Squares Approach to Structural Equation Modeling.Modern Methods for Business Research,295(2),295-336.
17. Cox, D. F.(1967).Risk Taking and Informational Handling in Consumer Behavior.Boston:Harvard University Press.
18. David, J.,Julia, J.(1992).The Harper Collins Dictionary Sociology.New York:Harper Perennial.
19. Dodds, W. B.,Monroe, K. B.,Grewal, D.(1991).Effects of Price, Brand, and Store Information On Buyers' Product Evaluations.Journal of Marketing Research,28(28),307-319.
20. Ellemers, N.,Kortekaas, P.,Ouwerkerk, J. W.(1999).Self-categorization, Commitment To the Group, and Group Selfesteem As Related But Distinct Aspects of Social Identity.European Journal of Social Psychology,29(2-3),371-389.
21. Featherman, M. S.,Pavlou, A. P.(2003).Predicting E-services Adoption: A Perceived Risk Facets Perspective.International Journal of Human-Computer Studies,59(4),451-484.
22. Forsyth, D. R.(2009).Group Dynamics.Belmont, CA:Wadsworth.
23. Garcia, I.,Giuliani, F.,Wiesenfeld, E.(1999).E-Community and Sense of Community: The Case of an Urban Barrio in Caracas.Journal of Community Psychology,27(6),727-740.
24. Hair, J. F., Jr.,Anderson, R. E.,Tatham, R. L.,Black, W. C.(1998).Multivariate Data Analysis.Upper Saddle River, NJ:Prentice Hall.
25. Hawkins, D.,Roger, B. J.,Coney, K. A.(2004).Consumer Behavior: Building Marketing Strategy.Boston:Irwin/McGraw Hill.
26. Hofacker, C. F.(2000).Internet Marketing.New York:John Wiley and Sons.
27. Humphreys, M. S.,Revelle, W.(1984).Personality, Motivation and Performance: A Theory of the Relationship Between Individual Differences and Information Processing.Psychological Review,91(2),153-184.
28. Jacoby, J.,Kaplan, L. B.(1972).The Components of Perceived Risk.Proceedings of the Third Annual Conference, Association for Consumer Research,Chicago, USA:
29. Jarvenpaa, S. L.,Tracyinsky, N.,Vitale, M.(2000).Customer Trust in An Internet Store.Information Technology and Management,1(1-2),45-71.
30. Kanfer, R.(1987).Task-specific Motivation: An Integrative Approach to Issues of Measurement, Mechanisms, Processes, and Determinants.Journal of Social and Clinical Psychology,5(2),237-264.
31. Kauffman, R. J.,Wang, B.(2001).New Buyers' Arrival Under Dynamic Pricing Market Microstructure: The Case of Group-buying Discounts On the Internet.Journal of Management Information Systems,18(2),157-188.
32. Kogan, N.,Wallach, M. A.(1964).Risk taking.New York:Holt, Rinehart and Winston.
33. Kotler, P.,Keller, K. L.(2009).Marketing Management.Upper Saddle River, NJ:Prentice Hall.
34. Kozinets, R. V.(2002).The Field Behind the Screen: Using Netnography for Marketing Research in Online Communications.Journal of Marketing Research,39(1),61-73.
35. Kuhl, J.(ed.),Beckman, J.(ed.)(1985).Action-control: from Cognition to Behavior.Heidelberg, DE:Springer.
36. Lovelock, C. H.,Wirtz, J.(2011).Services Marketing: People, Technology, Strategy.Boston:Pearson.
37. Martin, S. S.,Camarero, C.(2009).How Perceived Risk Affects Online Buying?.Online Information Review,33(4),629-654.
38. McKnight, D. H.,Choudhury, V.,Kacmar, C.(2002).The Impact of Initial Consumer Trust On Intentions To Transact With A Web Site: A Trust Building Model.Journal of Strategic Information Systems,11(3-4),297-323.
39. Park, C. W.,Lessing, V. P.(1977).Students and Housewives: Differences in Susceptibility To Reference Group Influence.Journal of Consumer Research,4(2),102-110.
40. Payne, J. W.(1982).Contingent Decision Behavior.Psychological Bulletin,1(2),382-402.
41. Payne, J. W.,Bettman, J. R.,Johnson, E. J.(1993).The Adaptive Decision-Maker.Cambridge, UK:Cambridge University Press.
42. Pentina, I.,Prybutok, V. R.,Zhang, X.(2008).The Role of Virtual Communities As Shopping Reference Groups.Journal of Electronic Commerce Research,9(2),114-136.
43. Rust, R. T.(ed.),Oliver, R. L.(ed.)(1994).Service Quality: New Directions in Theory and Practice.Thousand Oaks, CA:Sage Publications.
44. Schiffman, L. G.,Kanuk, L. L.(2007).Consumer Behavior.Upper Saddle River, NJ:Pearson Prentice Hall.
45. Sen, R.(2003).Stir It Up: Lessons in Community Organizing and Advocacy.San Francisco:Jossey-Bass.
46. Sharma, S.(1996).Applied Multivariate Techniques.New York:John Wiley.
47. Shimp, T. A.,Bearden, B.(1982).Warrant and Other Extrinsic Cue Effect on Consumer Risk Perception.Journal of Consumer Research,9(6),38-46.
48. Sinha, I.,Batra, R.(1999).The Effect of Consumer Price Consciousness on Private Label Purchase.International Journal of Research in Marketing,16(3),237-251.
49. Solomon, M. R.(2009).Consumer Behavior: Buying, Having, and Being.Upper Saddle River, NJ:Pearson Prentice Hall.
50. Stone, R. N.,Grønhaug, K.(1993).Perceived Risk: Further Considerations For the Marketing Discipline.European Journal of Marketing,27(3),39-50.
51. Tajfel, H.(1981).Human Groups and Social Categories: Studies in Social Psychology.Cambridge, UK:Cambridge University Press.
52. Tajfel, H. (ed.)(1978).Differentiation Between Social Groups: Studies in the Social Psychology of Intergroup Relations.London:Academic Press.
53. Ulaga, W.(2003).Capturing Value Creation in Business Relationships: A Customer Perspective.Industrial Marketing Management,32(8),677-693.
54. Wei, Y.,Straub, D. W.,Poddar, A.(2011).The Power of Many: An Assessment of Managing Internet Group Purchasing.Journal of Electronic Commerce Research,12(1),19-43.
55. Woodruff, R. B.(1997).Customer Value: The Next Source of Competitive Advantage.Journal of the Academy of Marketing Science,25(2),139-153.
56. Woodside, A. G.,Delozier, M. W.(1976).Effects of Word-of-mouth Advertising On Consumer Risk Taking.Journal of Advertising,5(4),12-19.
57. Yeo, G.,Neal, A.(2008).Subjective Cognitive Effort: A Model of States, Traits, and Time.Journal of Applied Psychology,93(3),617-631.
58. Yuan, S. T.,Lin, Y. H.(2004).Credit Based Group Negotiation for Aggregate Sell/buy in E-markets.Electronic Commerce Research and Applications,3(1),74-94.
59. Zeithaml, V. A.(1988).Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.Journal of Marketing,52(3),2-22.
60. 江佩蓉(2008)。個體戶大團結， 合購搶便宜。30雜誌，49

1. 廖瑩、張玲星、吳盛(2017)。消費者線上團購意圖的剖析。Electronic Commerce Studies，15(1)，47-82。
2. 王馨葦(2023)。社群媒體融入合作學習對學生知識分享行為之影響：公平理論與基礎人際關係理論之觀點。數位學習科技期刊，15(2)，85-121。
3. (2024)。別人的觀感重要嗎？社會風險於女性泳裝消費者知覺價值與購買意願關係之調節效果。國立臺灣科技大學人文社會學報，20(2)，129-154。