知覺風險、信任與資訊豐富度對再合購意願之影響

The Effects of Perceived Risk, Trust and Information Richness on group-repurchase Intention

10.29767/ECS.201109.0002

曾淑美(Shu-Mei Tseng)；陳玉芬(Yu-Fen Chen)

知覺風險 ； 信任 ； 資訊豐富度 ； 合購意願 ； 再合購意願 ； perceived risk ； trust ； information richness ； group-purchase intention ； group-repurchase intention

Electronic Commerce Studies

9卷3期（2011 / 09 / 30）

269 - 293

繁體中文

隨著電子商務的蓬勃發展，「合購」已成為網路上最熱門的網路團體購物活動。而合購行為產生的主要目的是為了增加消費者的議價能力。然而，傳統的合購方式通常受到地理位置的限制，以至於僅能侷限在某個區域範圍內。如今，網際網路的普及化，不僅克服了傳統合購的限制，更提升了網友們參與合購的意願。由於合購議題是近幾年才興起的網路團體購物模式。因此，較少有研究針對合購意願與再合購意願進行深入的探討。因此，本研究以問卷調查法為工具，針對有使用過愛合購(Ihergo)及台大PTT實業坊合購版的消費者進行問卷調查，以深入探討知覺風險、信任與資訊豐富度對合購意願與再合購意願的影響。其中研究結果顯示，知覺風險、信任與資訊豐富度對消費者的合購意願與再合購意願有顯著的影響。這表示消費者的合購意願與再合購意願，不僅會受到消費者本身知覺風險的程度所影響，更會受到合購網站的資訊豐富度以及消費者對合購網站的信任所影響。因此，為了增加消費者對合購網站的購買意願，進而產生實際的購買行為。合購網站除了應增加網站本身的資訊豐富度外，更應設法降低消費者在網路購物時所可能遭受的風險，以取得消費者對合購網站的信任。

The group-purchase started to be a popular trend in the past few years, therefore there are still few in-depth researches regarding the group-purchase intention and group-repurchase intention in this kind of shopping activity. Thus, this study aims to investigate the influence of perceived risk, trust, and information richness on the group-purchase intention and group-repurchase intention. The results show that customers' group-purchase intention and group-repurchase intention are not only influenced by the customer's perceived risk, but also highly influenced by the customer's trust and information richness provided by the group-purchase website.

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