The Impact of Social Presence Social Network on Online Group-Buying Behavior

[[abstract]]線上團購(Online Group-Buying)是近幾年來相當炙手可熱的線上購物方式，團購的優點除了可以使商品入手價格降低外，團購社群的平台還提供了社群團員對於商品或團購事宜給與進行討論及各種資訊交換的功用，並藉由團購拉近了社群間成員的距離，擴增的自己的社會網路。本研究以社會認知論做為本研究的基礎架構，以社會臨場感及社會網路作為環境因素，探討團體效能、協同資訊換對消費者的團購態度及持續團購意願之影響。 本研究採用問卷調查法，並以台灣知名團購網站「愛合購 ihergo」為資料蒐集對象，回收有效問卷共256份，再以結構方程模式(Structure Equation Model) 進行驗證性因素分析及假說模式驗證。研究結果發現社會臨場感對團體效能及協同資訊交換有正向顯著影響；社會網路對協同資訊交換有正向顯著影響；團體效能對團購的態度及持續團購的意願有正向的影響；但協同資訊交換對團體效能卻無顯著之影響，依本研究看法，由於本研究是以線上團體購物為主題，是屬於團體的行為，因此消費者即便已經先行在網路媒體對欲購之商品有足夠的認知，但還是無法直接影響對團購之態度，最終還是需要藉由團體的力量才能給予充足的信心進行購物決策。[[abstract]]Nowadays online group-buying become more and more popular online group-buying is not only reduce the price of the goods but also provides for community members to buy goods or to discuss issues and give the function of a variety of information exchange In addition online group-buying become closer to the community by the distance between the members and amplification of their own social network This study is based on social cognitive theory(SCT) as the research infrastructure use of social presence and social networking as the environmental factor discussion the group efficacy and collaborative information exchange for the consumer's effect of Group-Buying attitude and willingness to continue to Group-Buying A questionnaire was adopted for data collection there are 256 members of well-known Online group-buying community「ihergo」filling out the questionnaires completely and then evaluated with structural equation modeling and confirmatory factor analysis was also applied to test if the empirical data conform to the proposed model The results indicate that social presence have a significant direct effect on group efficacy and collaborative information exchange; social network have a significant direct effect on collaborative information exchange; group efficacy have a significant direct effect on Group-Buying attitude and continue to Group-Buying; In addition our finding show that collaborative information exchange have not a significant direct effect on Group-Buying attitude According to the research point of view since this study is based on the theme of Online Group-Buying belongs to group behavior Therefore consumers have been first in the Group-Buying Community to buy the goods have sufficient cognitive still need with team strength to give sufficient confidence to make shopping decision