第五章 結論與建議
第三節 未來研究與建議
(一) 本研究架構是以知覺風險、信任、資訊豐富度來探討影響合購意願與再合購行 為的因素。未來研究者可以增加其他的因素，例如消費者涉入程度、合購的易 用性…等等做為研究的變項。
(二) 本研究並未直接探討信任與再合購行為之間的關係，建議未來的研究者可再做 進一步的探討。
(三) 本研究主要採便利抽樣，並以網路及紙本問卷方式來蒐集問卷。在網路問卷上 可能會有重複填寫問卷的疑慮，所得到之樣本比較無法推論到消費者是有意願 或是曾經有參與過Ihergo網站與台大PTT合購版經驗之研究母體，未來研究者 可以設定更明確的方向，讓問卷的回收率能大幅的提高。
(四) 本研究僅針對Ihergo網站及台大PTT合購版做探討，並未加入其他同性質的合 購網站進行研究，未來研究者可選擇更多不同網路合購網站來進行分析與探 討。
參考文獻
網頁資料
1. Ihergo 合購團購力量大. Retrieved, 2009, from http://www.ihergo.com/
2. 就是愛團購. Retrieved, 2009, from http://blog.xuite.net/centas/blog 3. 財團法人資訊工業策進會. Retrieved, 2009, from http://www.iii.org.tw/
4. 電子商務時報. Retrieved, 2009, from http://www.ectimes.org.tw/
5. 時代行銷. Retrieved, 2009, from http://www.emarketer.com.
中文部分
1. 朱國明 (2007)。
從網路的資訊豐富環境與訊息框架觀點探討網路購物行為之研究
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EKB與
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，五南圖書出版公司 11. 榮泰生 (2006) 。SPSS與研究方法
，五南圖書。12. 鄭惟厚（2004）。
你不能不懂的統計常識
，台北：天下文化。13. 嚴穗慧 (2001)。「
從網路外部性與涉入類型探討市場佔有率消費者品質知覺關係之
研究
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附錄
E-mail：[email protected]
第一部份 知覺風險
緊張的情緒
您認為合購網站的評價會影響到您的購買決策 □ □ □ □ □ □ □
目的在探討合購行為對再合購行為的影響。
問 項
非常同意 同意 有些同意 普通
有些不同意 不同意 很不同意
您認為在合購網站裡資訊的分享是很重要的 □ □ □ □ □ □ □ 您認為加入社群將有助於您獲取商品資訊 □ □ □ □ □ □ □ 您認為在合購網站裡貢獻知識是可以幫助他人的 □ □ □ □ □ □ □ 您曾為了取得他人的認同，而買了您不需要的商品 □ □ □ □ □ □ □ 您希望所購買到的商品能獲得別人的讚美 □ □ □ □ □ □ □ 您認為在網路合購商品能增加同儕對您的認同感 □ □ □ □ □ □ □
第六部份 再合購行為
目的在探討消費者的再合購行為。
問 項
非常同意 同意 有些同意 普通
有些不同意 不同意 很不同意
您認為合購網站所提供的產品能滿足您的需求 □ □ □ □ □ □ □ 您認為合購網站所提供的服務能滿足您的需求 □ □ □ □ □ □ □ 您認為合購網站的售後服務會影響您再次購買的
意願 □ □ □ □ □ □ □
就整體而言，您很滿意在合購網站上所有的消費
經驗 □ □ □ □ □ □ □
即使其他合購網站提供更優惠的折扣，您也不會
到其他合購網站消費 □ □ □ □ □ □ □
您再次合購商品時，您會願意在原合購網站上花
更多錢購物 □ □ □ □ □ □ □
您願意和合購網站維持長期的交易關係 □ □ □ □ □ □ □ 當下次有需要合購商品時，目前合購的網站是您
最優先的選擇 □ □ □ □ □ □ □
感謝您的撥冗填答本問卷。最後麻煩您填寫個人基本資料。
一、性 別： □ 男 □ 女
二、年 齡： □ 17 歲(含)以下 □ 18-25 歲 □ 26-33 歲 □ 34-41 歲 □ 42-49 歲□ 50 歲(含)以上
三、職 業： □ 學 生 □ 軍 公 教 □ 服 務 業 □ 製 造 業 □ 其 他 ： ____________
四、教育程度： □ 國中 □ 高中職 □ 專科 □ 大學 □ 研究所以上 五、使用合購網站次數： □ 從未使用 □ 一到三次 □ 四到六次 □ 七到九次
□ 10 次以上