線上合購社群之團體購買決策研究

Cooperative Decision-Making in an Online Group Buying Community

陳志萍(Chih-Ping Chen)

線上合購社群 ； 團體購買決策 ； 愛合購 ； 網路民族誌 ； Online Group Buying Community ； Group Decision-Making ； ihergo ； Netnography

行銷科學學報

7卷1期（2011 / 04 / 01）

73 - 92

繁體中文

有別於個人消費行為與決策過程，近年來拜網路Web2.0新科技賦予消費者權力之賜，不僅創造團體消費模式CC2B的運作，並且激發一股強大的社群力量影響其社群成員團體購買決策過程，產官學界已開始聚焦其社群成員行為轉變與相關議題後續效應。有鑑於此，本研究採用「網路民族誌」深入探索現今台灣線上合購社群網站銷售量第一名與聚集最多消費家族（社群）的ihergo（愛合購社群網站；http://www.ihergo.com）之團體購買決策過程。本研究結果對此領域提出初步輪廓性的貢獻，並勾勒實際線上合購團體購買決策過程：合購需求激發、共同決策、角色專化、訂購、取貨、消費、衝突解決、購後評估與回饋。此外，有別於過往家庭購買決策過程，愛合購團體購買在角色專化與取貨時，常會出現衝突，其解決方式於本文將詳細描繪，並與過往文獻比較分析。

Compared with individual consumer behavior and decision-making processes, consumers are empowered by new technology so called web2.0 in recent years. Not only has the new consumption model of cooperative group buying (CC2B) been created, but also it has emerged a huge power of consumption communities to influence group member behaviors and the patterns of decision-making. Academia, organizations and government have focused on these issues and relevant agenda. This paper was used ＂Netnography＂ to deeply explore what its patterns of decision making on one of the most famous Taiwanese online cooperative group buying websites called ＂ihergo＂ (http://www.ihergo.com). The results provide the contributions of profile of online cooperative group buying and its decision making processes including group buying needs, cooperative decisions, roles, order, product pick-up, consumption, conflict, evaluation and feedback. Furthermore, compared with family buying decision process, conflicts often emerge when its members are in different role positions and pick up products. The findings also entirely describe its conflict solutions.

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