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  Wei-Hsuan Hsieh

國立屏東科技大學資訊管理碩士

emily704620@hotmail.com

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

jill@mail.npust.edu.tw

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

allen@mail.npust.edu.tw

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