[[alternative]]The Relationship between Lifestyle and Online Group Buying Intention among Elementary School Teachers in Yunlin County

[[abstract]] 近年來電腦科技的迅速發展對當今社會經濟、商業活動都產生重大的衝擊，隨著網際網路的普及，在家進行網路購物的比例也快速攀升。由於網路購物的興盛與普及化，再加上近年來經濟不景氣，網路團購現象正如火如荼的展開。本研究以雲林縣國小教師為研究對象，探究國小教師生活型態與網路團購意願之關聯。 本研究共收集有效問卷為290份，統計分析的結果顯示： 一、每月上網團購金額以金額501~2000元的比率最多；二、不想選擇網路團購之原因以怕上當受騙為最多；三、女性網路團購的經驗高於男性；四、不同性別在網路團購意願中的「主購信任度」與「意願程度」等兩個構面有顯著差異；五、不同年齡對於在網路團購意願中「購物便利性」、「意願程度」等兩個構面有顯著差異；六、不同月收入對於網路團購意願中「主購信任度」、「價格因素」、「意願程度」等三個構面有顯著差異；七、流行時尚的生活型態越高的教師，其意願程度的認知則越高；理性消費的生活型態越高的教師，其對品牌知名度的認知則越高；獨立果決的生活型態越高的教師，其價格因素的認知則越高；追求新知的生活型態越高的教師，其購物便利性的認知則越高；熱衷社交的生活型態越高的教師，其主購信任感的認知則越高。 最後根據本研究的結果與結論，對於網路團購業者與後續研究者提出相關建議。[[abstract]] The rapid development of computer technologies has caused a tremendous impact on the economic and business activities in the society. With the increasing prevalence of the Internet, more and more consumers have become used to online shopping at home. This development of online shopping and the economic recession in recent years have contributed to the rise of online group buying. This study investigated the relationship between lifestyles and online group buying intention among elementary school teachers in Yunlin County. Data consisted of 290 valid responses to a questionnaire. The statistic analysis showed (1) most respondents spent $501~2000 on group buying in the previous month; (2) fraud was the main reason preventing people from engaging in online group buying; (3) female respondents had more experiences with online group buying than male ones; (4) gender differences were significant in “trustworthiness of the initiator” and “degree of intention” dimensions of online group buying intention; (5) significant differences in “convenience of shopping” and “degree of intention” existed between different age groups; (6) significant differences in “trustworthiness of the initiator”, “price”, and “degree of intention” existed between different monthly income levels; (7) teachers living a more fashionable lifestyle tended to show higher degree of intention; teachers who were more rational in consumption tended to have higher brand awareness; teachers who were independent and determined tended to recognize price as more important; teachers in pursuit of new knowledge as important considered convenience of shopping as more important; teachers committed to social activities tended to view the trustworthiness of the initiator as more important. Finally, based on research results and conclusions, this study provided suggestions to providers and future researchers of online group buying