團結力量大嗎？網路團購從眾傾向與知覺風險的調節式中介模式

Abstract

網路團購是一種新興的消費方式，買家之間透過相互合作與商家協商，以獲取低價或增加產品的數量。本研究以刺激—有機體—反應理論模型為基礎，檢視參與網路團購的消費者，他們的從眾傾向是否會調節知覺風險與購買意願之間的關係，並以調節式中介模式進行效果驗證。本研究透過網路調查共蒐集573名過去曾經參與過網路團購的消費者進行調查。研究發現，網路口碑資訊對知覺風險具有顯著負向影響，知覺風險對購買意願具有顯著負向影響。雖然從眾傾向在知覺風險和購買意願之間具有調節作用，但從眾傾向對維持購買意願的作用有限。調節式中介模式檢定的結果驗證了從眾傾向的情境效應。最後進行討論，並說明理論貢獻、實務意涵與未來研究方向。  Online group buying is a relatively new consumption practice, through mutual cooperation between buyers negotiate with businesses to obtain low prices or an increased number of products. This study employed stimulus-organism-response theory model to examine whether customer’ conformity tendency moderates the relationship between perceived risk and online group buying intention, a moderated mediation model was proposed and tested. By the analysis of online survey data from 573 customers who have participated in group buying, the result of the study show that online word-of-mouth information has negative effect on perceived risk, and perceived risk has negative impact on online group buying purchase intention. Although conformity tendency has moderating effects between perceived risk and purchase intention, but the role of conformity tendency in preserving purchase intention is found to be limited. Results from moderated mediation model testing verify the contextual effect of conformity tendency. Theoretical implications have been suggested along with the direction for future researches.