A Study of The Factors Affecting Satisfaction on Online Group-Buying Behavior

[[abstract]]近年來團購熱潮蔚為風氣，線上團購市場也隨著蓬勃發展。許多學者也紛紛投入團購消費行為的研究，但從社會環境因素以及消費者知覺利益與團體信任角度來探討者較少。本研究從社會臨場感與社會網路兩大理論之觀點來詮釋團購消費者的社會環境影響因素，並以消費者的知覺利益作為個人動機與消費者對團購群體的團體信任概念，探討其對團購滿意度之影響。本研究採用問卷調查法，以知名團購社群網站「愛合購ihergo」的社群成員為問卷發放對象，最終回收有效問卷共249份，並透過統計軟體工具SmartPLS 2 0以結構方程模式(Structure Equation Model SEM) 進行驗證性因素分析測試資料是否適用於本研究模式。最後，經由各項假說驗證結果後，本研究發現：(一)社會臨場感對知覺利益以及團體信任均有正向之影響。(二)社會網路亦對知覺利益與團體信任有正向影響。(三)團購消費者的知覺利益對團購滿意度有正向之影響。(四)團購消費者的團體信任對團購滿意度也有正向影響。因此本研究所提出之模型，可適當的反應出團購消費者滿意度影響之影響因素，最後根據這樣的研究結果所產生的實務意涵也會進一步來探討。[[abstract]]Group-buying has become more and more popular in recent years the market of online group-buying also boomed Many scholars have devoted in the study of group-buying behavior but there are few studies examined them in the view of social environment factor or consumers’ perceived benefits and group trust This study proposed two major theory of social presence and social network as the consumers’ environment factors; Perceived benefit and group trust as personal factors and finally satisfaction of group-buying as the behavior factor By discussing interactions of the three factors we could find the factors affecting satisfaction on online group-buying behavior A questionnaire was adopted for data collection there are 249 members of well-known group-buying community site—ihergo filling out the questionnaires completely and then evaluated with structural equation modeling and confirmatory factor analysis was also applied using SmartPLS 2 0 to test if the empirical data conform to the proposed model Finally this study found the following consequences: (1) Social presence has a positive effect to perceived benefit and also group trust (2) Social network has a positive effect to perceived benefit and group trust too (3) Group-buying consumers’ perceived benefit has a positive effect to satisfaction of group-buying (4) Consumers’ group trust also has a positive effect to satisfaction of group-buying All the consequences with their practical implications would be further discussed to