從商家角度探索團購助益性之影響因素－
以高雄及台南地區餐飲類商家為例
An exploratory study from the viewpoint of business owners for
factors influencing benefits on businesses participating online group-buying－
Taking restaurants in Kaohsiung and Tainan area as examples
張慧珍 Hui-Chen Chang
日本鹿兒島國際大學經濟學博士
國立屏東科技大學餐旅管理系副教授
hcchang@mail.npust.edu.tw
謝瑋璇 Wei-Hsuan Hsieh
國立屏東科技大學資訊管理碩士
李一靜 Yi-Ching
Li
美國德州理工大學食品營養博士
國立屏東科技大學餐旅管理系教授
樊台聖*
Tai-Sheng Fan*
美國奧勒岡州立大學資訊教育博士
國立屏東科技大學資訊管理系副教授
通訊地址：屏東縣91207內埔鄉學府路一號
連絡電話：0922-437406
摘要
隨著網際網路的興盛，消費者的購物習慣逐漸轉變且更趨多元。目前眾多網路團購之相關實證文獻大都聚焦於「滿意度」或「再購意願」等消費者行為，本研究嘗試由商家的角度探索參與網路團購助益性的影響因素。問卷同時以紙本及網路方式發放，輔以商家面訪進行資料蒐集，並採用結構方程式模型（SEM）檢驗研究假說。結果發現，資訊豐富對資訊品質、資訊品質對電子口碑、電子口碑對參與網路團購助益皆有顯著正向影響。
關鍵字：資訊豐富、資訊品質、電子口碑、網路團購
ABSTRACT
With the rise of the Internet, patterns of shopping have gradually
diversified. A number of studies
have focused on the topics of consumer behavior for online group-buying, while very
few probed the question from the viewpoint of possible benefits to those
businesses partaking online group-buying.
In this study, restaurant-service businesses partaking online group-buying
were surveyed. Both paper-form and
on-line questionnaires were used for data collection. Structured-Equation- Model (SEM) was
employed to verified research hypothesis.
The results showed: "Information-richness" has a significant
impact to "information quality", but not to eWOM. “Information quality" has
significant influence on eWOM. "E-WOM"
showed a significant impact to the "benefits on partaking
online-group-buying.”
Keywords: Information richness, information quality, electronic word-of-mouth (eWOM), online group-buying