The Influence of Personal Value on Group-Buying Usage Intention

[[abstract]]本研究以行銷理論中的消費價值理論，作為研究的理論基礎，來探討個人價值中的情感價值、社會價值、經濟價值、認知價值何者為團購使用者參與團購的動機，並歸納了情感價值、社會價值、經濟價值來當作顧客價值，另外加入了主觀規範作為影響團購意圖的因素之一，以全新的解釋方式來瞭解團購的行為。本研究採用問卷調查法，以Mysurvey為網路問卷發放平台，回收有效問卷共327份，並以結構方程模式(Structure Equation Model SEM)進行資料分析。本研究共提出三個假說，其中三個假說均成立。研究結果顯示，認知價值、顧客價值、主觀規範會正向影響消費者參與團購的意圖，其中主觀規範是影響團購意圖的重要因素。最後，亦證實由本研究提出的顧客價值，可以用來分析團購的行為意圖。[[abstract]]In this study use the consumption value theory of the Marketing theory as the basic of theory to explore the personal value of the Emotional value Social value Economic value and Cognitive value of what is Group-buying users participative intention and summed up the Emotional value Social value Economic value as a Customer value while adding Subjective norms as one of the factors affecting intention to Group-buying Explain the behavior of a Group-buying in a new way This study used Questionnaires on Mysurvey platform for the Internet questionnaires Number of surveys collected of 327 valid questionnaires and use structural equation modeling (Structure Equation Model SEM) for data analysis In this study a total of three hypotheses and Research Result are true The results show that Cognitive value Customer value Subjective norm will positively affect consumer intention to buy in Group-Buying in which Subjective norm are important factors affecting intention to buy Finally also confirmed Customer value of this study can be used to analyze the behavior of Group-buying intentio