题名

從交易成本觀點探討影響持續合購意願之因素

并列篇名

Understanding Continuance Intention of Group Buying: A Perspective of Transaction Cost Theory

DOI

10.6188/JEB.2013.15(4).03

作者

李家瑩(Chia-Ying Li)；顧宜錚(Yi-Cheng Ku)；盧宣廷(Shiuan-Ting Lu)

关键词

線上合購 ； 交易成本 ； 資訊豐富度 ； 網路社群 ； 價格意識 ； 從眾 ； Online Group-Buying ； Transaction Cost ； Information Richness ； Online Community ； Price consciousness ； Conformity

期刊名称

電子商務學報

卷期/出版年月

15卷4期（2013 / 12 / 01）

页次

491 - 518

内容语文

繁體中文
中文摘要

隨著網際網路的普及率日益升高，許多消費者也逐漸轉向電子商務平台購物，而合購也成為了一種新興的網路購物方式。本研究從社群與資訊豐富度角度，以交易成本為中介，包含搜尋成本、監督成本及執行成本，探討影響消費者線上再合購意願的因素，在資訊豐富度方面包含產品資訊與推薦資訊，社群方面包含需求外部性與互惠，此外亦探討個人因素，包含從眾與價格意識，對於交易成本與再合購意願之間的干擾效果。本研究結果顯示需求外部性、互惠及資訊豐富度對於三種交易成本均有顯著的負向影響，而三種交易成本皆顯著負向影響消費者線上再合購意願。在個人因素干擾方面，從眾對於搜尋及執行成本與再合購意願的負向關係有顯著干擾效果，當消費者個人的從眾意識較強時，會減弱兩種交易成本與再合購意願的負向關係；而價格意識僅對於監督成本與再合購意願的負向關係有顯著干擾效果，當消費者個人的價格意識較強時，會增強監督成本與再合購意願的負向關係。
英文摘要

Nowadays, business models have been changed by the prevalence of Internet. Online group-buying has emerged as the advent of electronic commerce. By using online group-buying as the research context, this study investigates the influences of online community and information richness on transaction cost. Online community includes externality and mutual benefits, while information richness is composed of richness of product information, and richness of recommendation information. Transaction cost is regarded as mediator to have impacts on continuance intention. This study further explores the moderating effects of conformity and price consciousness on the relationship between transaction cost and continuance intention. The results show that externality, mutual benefits, and information richness have influences on transaction cost, including searching cost, implementing cost, and monitoring cost. Three kinds of transaction cost then have negative effects on continuance intention. With regards to personal characteristics, conformity moderatesthe relationship between searching cost and continuance intention, and the relationship between implementing cost and continuance intention. Price consciousness only moderates the relationship between monitoring cost and continuance intention.
主题分类 人文學 > 人文學綜合
基礎與應用科學 > 資訊科學
基礎與應用科學 > 統計
社會科學 > 社會科學綜合
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被引用次数
  1. 戴有德、陳柏元、陳冠仰、巫立宇(2016)。知覺品質、知覺價值與行為意圖關係之研究─交易成本觀點。臺大管理論叢，27(1)，191-224。
  2. 林南宏,王舒仙(2019)。盜版電子書下載意圖之前因及其對合法電子書購買意圖影響之研究。企業管理學報，44(2)，31-65。
  3. 林南宏,王舒仙(2019)。盜版電子書下載意圖之前因及其對合法電子書購買意圖影響之研究。企業管理學報，44(2)，31-65。
  4. 劉建民、曾淑美(2017)。旅遊網站資訊揭露對購買意願之影響—以信任與節省搜尋成本為中介變數。亞太經濟管理評論，20(2)，93-116。
  5. 葉子明、黃瓊慧、黃開義(2017)。一起來團購！團購意願前置因素之研究。行銷評論，14(3)，293-324。
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