| 摘要: | 本研究採用質性研究方法對某國小11位教職員工進行深度晤談並輔以觀察日記以求研究的嚴謹，透過此方式以了解實體社群網路團購行為上主購者和團員之人格異同，並分析此一社群在消費互動過程中產生何種模式，以完整了解消費決策模式在此背景下之變異。 本研究發現如下：壹、實體社群成員人格特質與團購互動關係一：實體社群網路團購成員互動密切、彼此信任度高，則網路團購開團後的成團率越高。二A：實體社群主購者常常是意見領袖，更具有外向性、好奇心、熱情、積極、樂於分享與服務他人的個人特質，且熟悉網路團購的電腦操作與作業流程。二B：實體社群成員具有高度之和善性、互助、人際關係良好、好溝通、隨和。三：實體社群之成員在相同之空間，有著共同的語言與相近的生活方式，因而能有效的近距離溝通，有助於網路團購之成團；團購之活動，亦有助於實體社群之互動。四：實體社群成員對此一社群之依賴性、向心力、以及希望被認同的感覺愈高，會影響成員在實體社群從眾行為之意向，對實體社群團購之成團有正向的幫助。五：實體社群主購者發起之網路團購，由主購者全權處理，是網路團購有效完成的重要條件。貳、商品屬性對實體社群網路團購之影響一：實體社群網路團購之成員間，其個人或家庭對賣家所提供的商品內容需求互補時，有助於網路團購之成團。二：實體社群團購的商品以滿足多數家人喜好之食品為主。三：實體社群成員團購不熟悉之商品時，會以安全(風險)為主要考量，因此商品口碑與主購者的推薦，對於網路團購成團與否扮演關鍵之角色。叁、實體社群網路團購消費決策模式一：實體社群主購者發起之網路團購，主購者完成需要確認與資訊搜尋後，進行選擇評估，於此階段，團員亦與主購者討論完成需要確認與選擇評估，再由主購完成訂購程序，完成購買後，則雙方進入購後評估之階段。二：實體社群團員發起之網路團購，團員需求的提出，促成主購者的購物意願，主購者協助資訊搜尋供成員間進一步選擇評估，再由主購完成訂購程序，完成購買後，則雙方進入購後評估之階段。三：實體社群成員再購之網路團購，當再有相同需求時，經其他成員需求確認之後，即由主購者進行訂購程序，完成購買後，則雙方進入購後評估之階段。
The qualitative research methodology was used in this study. Overall, eleven teachers and staff from a primary school were interviewed by in depth conversations with additional observing diaries to ensure the quality of this research. Through this method, the understanding of personality difference between the main purchasers and members using internet group purchase in physical communities can be established. This analyses what kind of model is generated during the consumption interaction of this community, in order to have a complete understanding on the variation of consumers’ decision model under such background. It is summarized and consolidated as described below：I. The interactive relationship between the personalities of members in physical communities and group purchase:1. If members of internet group purchase of physical communities have closer interactions and better trust of each other, then it is easier to form a successful internet group purchase.2. A: The personalities of main purchasers of physical communities in general are opinion leaders, extraverts, and they are curious, passionate, proactive and willingly to share and serve others. They are also familiar with the internet group purchase and computer operation process.B: Members in physical communities are often kind, supportive, easy going, and have good interpersonal relationships and communication. Because members in physical communities live in the same region speak a common language and have similar lifestyles, this leads to effective communications and assisting to form the internet group purchase. These group purchase activities also help the interactions of physical communities.3. When members in physical communities have higher dependence, solidarity and recognition, it influences the intention of crowd following behavior of the members in physical communities. This also has a positive effect on forming group purchase in physical communities.4. The internet group purchase is initiated by main purchasers in real communities. Main purchasers have the full authority. This is an important condition for the effective completion of the internet group purchase.II. The effect of merchandise characteristics on the internet group purchase of physical communities:1. Among members of group purchase of physical communities, if individual or family has needs regarding the goods supplied by the sellers; this will help to form group purchase.2. In group purchase of physical communities, goods are usually food that favored by majority of the family members.3. When members in physical communities use group purchase to buy unfamiliar merchandises, they take safety (risk) as the main consideration. This is due to word of mouth and the recommendation of the main purchases. It also plays key role in internet group purchase.III. Consumer decision-making models for internet group purchase of physical communities:1. The internet group purchase initiated by main purchasers in physical communities: Main purchasers complete the necessary search and confirm and assess the selection. At this stage, members then discuss with main purchasers to assess and evaluate the needs and selections, and then main purchases complete the ordering process. After completing the purchasing, both parties will enter the evaluation stage post buying.2. The internet group purchase initiated by members in physical communities: Main purchases generate the willingness to purchase after members express their needs. Main purchasers assist in searching information and assess the selections together with members. Main purchasers then complete the ordering process and both parties enter the evaluation stage post buying.3. The repeated internet group purchase initiated by members in physical communities: If there are the same needs, and members confirm the needs. Main purchasers then proceed to ordering process and both parties enter the evaluation stage post buying. |
