團購網之可用性對信任與持續使用意願之影響

The Effects of Web Usability on Trust and Continuance Intention of Group Buying Site Users

10.30136/ZXYGLKX.201206.0004

彭國芳(Kuo-Fang Peng)；郭建明(Gen-Ming Guo)

團購網 ； 網站可用性 ； 信任 ； 持續使用意願 ； Group Buying Sites ； Web Usability ； Trust ； Continuance Intention

資訊與管理科學

5卷1期（2012 / 06 / 01）

74 - 92

繁體中文

資策會MIC調查台灣網友較常使用的線上購物方式發現，除了已趨成熟的購物網站直購、拍賣網站直購、拍賣網站競標外，團購網站購買亦已成為一種崛起中的新興網購模式，網友中使用團購比例已成長至22.3%，使得團購網的使用流量與交易商機的成長潛力不容忽視。團購商機近來頗受關注，然而具有各種設計風格與功能模式之團購網站平台不僅效益不明，團購平台所衍生出的消費糾紛也正日益增加，造成團購消費者的信賴感大受影響，而不利於團購事業模式的健康發展。有鑑於此，本研究以網站設計領域之可用性理論為基礎，推論主張在可用性構面上具有良好設計之團購網站模式，可以有效提升消費者的信任，並進而提高消費者持續使用團購網的意願。本研究共徵得218份便利樣本之有效問卷，在經過PLS路徑分析檢定後，研究結果顯示：（1）團購網可用性之效率、低錯誤性、滿意等可用性構面，可顯著正向影響消費者對團購網之信任；然而可學習性、可記憶性則未獲支持（2）消費者對團購網之信任可顯著正向影響其對團購網之持續使用意願。依據研究發現，我們建議團購網業者在網站設計經營議題方面，須有效營造團購網站整體服務的滿意體驗，並重視團購商品資訊與交易流程的效率，保持低錯誤性與防錯的穩定良好表現，將能最有助於培養消費者信任及後續持續使用的優勢。本研究成果對於理論體系上所衍生之意涵與團購網事業之具體管理建議亦在文末有所討論。

Group buying online has been one of the emerging shopping models performed by Web users. Through using the group buying platform, massive shoppers get together to seek popular and cheaper products. Various group buying sites are launched to provide different combinations of function and style design, though the assessment on the performances of these sites are still not actually evaluated by users. On the other hand, trust issues have also been raised and become a challenging problem faced by group buying platforms due to the appearance of numerous transactional frauds and quarrels, leading that the healthy growth of the online group buying business is thus prohibited. This study aims to explore the relationship among Web usability dimensions, trust, and continuance intention. We empirically recruit 218 convenient samples and test the proposed relationships utilizing PLS path analysis. The results showed : (1) the dimensions of efficiency, low error rate , and satisfaction within the perceived Web usability are positively contributed to shopper's trust toward the group buying site, however, learnability and memorability are rejected; (2) group buying shopper's trust toward the group buying site is significantly helpful to the continuance intention of the group buying platform. The academic and practical implications of this study are finally discussed.

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