Using The Theory of Planned Behavior and Involvement to Study Online Buying Behavioral Decision

[[abstract]]本研究以計畫行為理論為基礎，並融合涉入程度，欲探討影響網路揪團購物使用者其行為意圖的決策因素。以自編問卷進行便利抽樣，採網路調查的方式一共回收389份問卷，其中有效問卷共計327分。將所得的資料透過項目分析、信效度分析、描述性統計、迴歸分析與徑路分析等方法進行分析，研究結果如下：一、研究結論(一) 參與網路揪團購物消費者的性別以女性居多，平均年齡約39歲，職業別以軍公教占多數，最常參加網路揪團購物的平台以FB為優先選擇，最常購買的商品為美食類，平均每個月參加網路揪團購物次數為2次，而平均每個月的購物金額約1600元。(二) 影響網路揪團購物消費者行為意圖的直接因素有態度、知覺行為控制與涉入程度，其中影響程度最大者為涉入程度；至於主觀規範，與行為意圖則不具顯著水準。二、研究建議(一) 建議團購業者重視產品的行銷，強調產品的重要性，以引起消費者的興趣，使其產生較高的涉入程度，進而提高行為意圖。(二) 建議後續研究者進一步探討影響涉入程度的原因，也可深一層的探究主觀規範與涉入程度之間相互牽制的因素，最後，亦可運用目標導向行為模式，在既有的變項中增加慾望變項，使消費者的行為意圖更具解釋力。[[abstract]]This research is based on the Theory of Planned Behavior and integrates involvement to explore the decision-making factors that affect the behavior intention of online shopping users. Self-designed questionnaire for convenient sampling survey, using internet survey, 389 questionnaires were distributed and 327 valid questionnaires were actually collected. The data were analyzed by statistical methods, such as project analysis, reliability , validity analysis, descriptive statistics, regression analysis and path analysis. The results were as follows:1. Analysis conclusion： (1) The gender of consumers who participate in online shopping is mostly female, and the average age is about 39 years old. The majority of occupations are military and public education. The most frequent platform for online shopping is FB as the first choice. The most commonly purchased products are for food, the average number of times to participate in online shopping is 2 times, and the average monthly shopping amount is about NT$1600. (2) The direct factors that influence the behavior intentions of online shopping consumers are Attitudes, Perceived Behavioral Control, and Involvement. Among them, the most influential is Involvement. As for Subjective norm, behavioral intentions are not significant.2. Research Advice： (1) It is recommended that group purchasers pay attention to product marketing, and emphasize the importance of products in order to arouse consumers' interest and generate a higher degree of involvement, thereby enhancing their behavioral intentions. (2) It is recommended that follow-up researchers further explore the reasons that affect Involvement, and can further explore the factors that constrain the Subjective Norm and Involvement. Finally, you can also use Model of Goal-directed Behavior to add the desire variable to the existing variables to make consumers' behavior intention more explanatory