摘要
本研究以社会资本理论的观点来观察并探讨网友持续使用网络团购之行为。研究结果显示，女性参与团购人数多于男性，且以学生族群为主，使用网络团购次数越多的网友，越会参与网络团购。此外社会资本中的认知维度、关系维度和结构维度对于网络团购的持续使用行为全部呈正相关，此三个维度对于网络团购的持续使用皆能有效预测，表示消费者获得的社会资本越高，未来越有可能继续采用网络团购购买商品。
＂Group buying＂ this trading mode has adopted in our daily life, however, group purchasing does not work effectively under the situation that few people group together to ask for a certain commodity because of insufficient interpersonal relations, the area barriers, or restricted access to commodity information. In this paper, we use social capital theory to examine the participants＇ intention to continue using the internet group buying. As the results show, the user cognitive capital, relational capital, and network capital are significant associated with group buying continuance intention？
出处
《现代广告》
2012年第21期78-83,共6页
Modern Advertising
关键词
团购
社会资本
持续使用
grouping buying
social capital
continue using
