The Impact of Social Network and Social Trust on Online Intention to Group Re-buying

[[abstract]]科技的成熟和網路的普及使得線上合購已成為一種新興的購物趨勢，線上合購的蓬勃發展更達到前所未有的規模，因此合購行為更值得探討。本研究以社會網絡及社會信任理論為基礎探討其對線上再合購意圖之影響。 本研究採用問卷調查，以有參與網路合購的團員為研究對象蒐集資料，回收有效問卷共187份，並以結構方程模式進行驗證性因素分析及測試資料是否適用於本研究模式。研究結果發現(一)「社會網絡」程度越高，則對於合購「滿意度」的影響程度越高。(二)「社會網絡」程度越高，則對於合購「群體凝聚力」的影響程度越高。(三)「社會信任」程度越高，則對於合購「滿意度」的影響程度越高。(四)「社會信任」程度越高，則對於合購「群體凝聚力」的影響程度越高。(五「滿意度」程度越高，則對於合購「再合購意圖」的影響程度越高。 (六)「群體凝聚力」程度越高，則對於合購「再合購意圖」的影響程度越高。[[abstract]]The maturity of science and technology and the popularity of internet make online group-buying become an emerging shopping trend the vigorous development which achieves so unprecedented scale that the behavior of online group-buying is worth discussing This study based on the theory of social network and social trust to discuss the impact on online intention to group re-buying This research used a survey to have members who participate in online group-buying to collect data for the study a total of 187 valid questionnaires and then evaluated with structural equation modeling and confirmatory factor analysis was also applied to test whether the empirical data conform to the research model The results showed that (1) the higher degree of social network the higher degree of the influence of satisfaction on group-buying (2) the higher degree of social network the higher degree of the influence of group-cohesion on group-buying (3) the higher degree of social trust the higher degree of the influence of satisfaction on group-buying (4) the higher degree of social trust the higher degree of the influence of group-cohesion on group-buying (5) the higher degree of satisfaction the higher degree of the influence of intension to re-buying on group-buying (6)the higher degree of group-cohesion the higher degree of the influence of intension to re-buying on group-buyin