傳統、網路口碑行銷與不同團購產品對購買意願影響

The Traditional, Electronic Word-of-Mouth Marketing and Different Product with the Purchase Intention of Group Buying

王晨宇(Chen-Yu Wang)；莊世杰(Shih-Chieh Chuang)；游蓓怡(Bei-Yi You)

團購 ； 傳統口碑行銷 ； 網路口碑行銷 ； 購買意願 ； Group buying ； Traditional word-of-mouth marketing ； Electronic word-of-mouth marketing ； Purchase intention

修平學報

36期（2018 / 03 / 01）

127 - 144

繁體中文

2011年團購人數已經增加至購物比例的22.3%，過往研究指出口碑是影響消費者對於團購或揪團購買商品決策的重要因素。顯示消費者對於團購或揪團購買，容易受到他人的經驗或訊息所影響。而過往雖有許多口碑相關研究，但卻沒有針對不同口碑管道進行研究探討。因此本文探討團購傳統口碑行銷、網路口碑行銷和購買意願之整體模式，並探討不同產品之間的影響效果，藉由結構方程式之研究。本篇研究問卷總共發放300份，回收有效問卷263份，回收率88%。其結果傳統口碑行銷對購買意願並沒有顯著影響，網路口碑行銷對購買意願有顯著影響。網路口碑行銷對消費者購買意願的影響會遠大於傳統口碑行銷。不同產品在網路口碑對購買意願上有不同的影響效果。

The numbers of the 2011 group buying has increased to 22.3% of the proportion of shopping. Although many word-of-mouth research in the past, past studies pointed that word-of-mouth is a important factor influencing consumers' decisions about group purchases. It show that consumers are easily influenced the decisions about group purchases by the experience of others or messages. But no study was to investigate different kinds of word-of-mouth pattern. This article will discuss the traditional word-of-mouth marketing, electronic word-of-mouth and the overall model of the purchase intention and the affect effect of different product by using the study of the SEM to understand it. In this study, there're 300 questionnaires were distributed, and 263 effective samples were collected, recovery rate are 88%. The results show that traditional word-of-mouth marketing with purchase intention don't in a positive way. Electronic word-of-mouth marketing with purchase intention in a positive way. The effects of electronic word-of-mouth marketing with purchase intention bigger than traditional word-of-mouth marketing with purchase intention. The effect of the electronic word-of-mouth in different product will be different to the purchase intention.

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