以社會交換理論探討消費者對團購意圖之影響oplab.im.ntu.edu.tw/csimweb/system/application/views/files/icim/20110051.pdf ·...
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[email protected] [email protected] [email protected] [email protected]
(Social
Exchange Theory)
(1)
(2)
(3)
(4)
(5)
1.
eBay Yahoo
(Taobao)
(Online
Group-buying)
Groupon(Coupon)
2011Groupon
2011 2008
11 2010 12
2010 3
1
1,700
2011 2010 11
36.5%
Groupon
BuyTogetherPTT iHergo
-
2011
plurk
Facebook
Kauffman Wang (2001, 2002)
Mobshop
Tsvetovat (2000)
(2006)
(Theory of Planned Behavior, TPB)
(2008)
(Expectation-Confirmation Model)
(Technology Acceptance Model)
Web2.0
C2C
Web2.0
Kauffman (2010)
(Expected Utility Theory)
(Transaction Utility Theory)
(Price Fairness)(Procedural
Fairness)
(Social
Exchange Theory)
(Group-buying Intention)
(1)
(2)
2.
3.1
-
(Ariely & Levav,
2000; Luo, 2005)
(Luo,
2005)
H1
H1
3.2
Luo(2005)
H2
H2
3.3
(Rook, 1987; Rook &Fisher, 1995; Hausman, 2000;
Peck & Childers, 2006)
H3a H3b
H3a
H3b
3.4
(Anderson & Weitz,
1992; Jarvenpaa et al., 2000)
H4
H4
3.5
(Doney &
Cannon, 1997)
(Luo, 2002)
H5a H5b
H5a
H5b
-
3.6
(Blau, 1964; Quelch & Klein, 1996; Keen, 1997; Morrison & Firmstone,
2000)
(Ba & Pavlou, 2002)
H6a H6b
H6a
H6b
3.7
(Papadopoulou et al.,
2001; Hwang & Kim, 2007)
(Blau,
1964)
H7
H7
3.8
(Blau, 1964)
(Dwyer et al.,
1987)
H8
H8
3.9
(Homans, 1958)
(Park et al.,
2007)
(Park et al., 2007)
H9a H9b
H9a
H9b
3.
Negogo
Negogo
-
e-mail
Negogo 2010 12
2011 1 350
242 69%
213 61%
Negogo
(Content Analysis)
70 Likert
3.1
PASW 18Smart PLS 2.0
M3
(A)
(N=213) (
54.5%)Negogo
(B)
(N=213)2029
78.4%303911.7%
12194049
4.7%500.5%
Negogo
2039(C)
(N=213)(53.1%)
(35.7%)
Cronbach's
Cronbach's
Nunnally(1978)(
0.7)
1
1 (N=213)
Cronbach's
0.91
0.95
0.80
0.93
1.00
0.95
0.90
0.90
0.87
0.93
0.513 1.000 Fornell
Larcker(1981)0.5
(CR)0.861.00Fornell
Larcker(1981)0.8
(AVE)0.571.00Fornell
Larcker(1981)0.5
(1) 0.85
(Kim et al., 2003)
0.85
(2) FornallLarcker(1981)
AVE
AVE
AVE
AVE
3.2
(quantitative)
(Neuendorf, 2002)
-
(Neuendorf, 2002)
(Par, 2004)
MIS
(Strauss & Corbin,
1990)
Negogo
Negogo
(A)
+2
+1(B)
+0(C)
-2-1(D)
(1)
2
256
54.30%
32.81%
9.38%
3.52%
:)
2
84 32.81%
256
24 9.38%
9 3.52%
139 54.30%
(2)
1
XD1
(A)
(B)
+2
2
~~2(A)
(B)
+2
7933
98.74%
-
0.88%
The taste of it isnt
good!0.38%
67.72%
32.28%
3
783 98.74%
793 7 0.88%
3 0.38%
537 67.72% 793
256 32.28%
4.
H3aH6aH6bH9a
1
t>1.645*t>1.96**t>2.576***t>3.291****
1
Negogo
4.1
(1)
(H1)
(R2=62.5%)
(t>3.291)
H1 Ariely
Levev(2000) Argo (2005)
Luo(2005)
(2)
(H3a)
(R2=62.5%)
H3a
Rook(1987) Rook
Fisher(1995)Baumeister(2002)
(3)
(H3b)
(R2=62.5%)
(t>1.96)H3b
Hausman(2000) Peck
Childers(2006)
-
(4)
(H4)
(R2=62.5%)(t>2.576)
H4
AndersonWeitz(1992)Jarvenpaa
(2000)
(5)
(H6a)
(R2=62.5%)
H6aBa
Pavlou(2002)MariosWilliam(2002)
Yoon(2002)
~
^^
Negogo
(6)
(H6b)
(R2=62.5%)
H6bBaPavlou(2002)
MariosWilliam(2002)Yoon(2002)
Negogo
:)
3.52%
(7)
(H8)
(R2=62.5%)
(t>1.96)
H8 Dwyer
(1987)ParkKim(2003)
4.2
(1)
(H5a)
(R2=67.5%)
(t>3.291)H5a
Anderson Weitz(1989)
Ganesan(1994) Doney
Cannon(1997)Luo(2002)
-
4.3
(1)
(H5b)
(R2=40.8%)
(t>1.645)
H5b Anderson
Weitz(1989)Ganesan(1994)Doney
Cannon(1997)Luo(2002)
H5a
(2)
(H9a)
(R2=40.8%)
H9aPark(2007)
67.72%
~
(3)
(H9b)
(R2=40.8%)
(t>3.291)
H9bPark(2007)
32.81%
4.4
(1)
(H7)
(R2=44.2%)
(t>3.291)
H7Papadopoulou
(2001)HwangKim(2007)
4.5
(1)
(H2)
(R2=1.8%)
(t>1.96)H2
Luo(2005)
5.
-
6.
(1)
(H1)(H3b)
(H4)(H8)
(2)(H2)
(3)
(H5aH5b)
(4)
(H9b)
(5)
(H7)
(H3a)
(H6a)
(H6b)
(H9a)
Negogo
Negogo
PTT
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[2] 2006
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2011
[4] Web 2.0 C2C -2008
[5] 2011
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