CAJ | 학술논문

对团购网站而言,提高网络团购消费者的网站忠诚度能够使团购网站在激烈的竞争中获得更好的发展。社会性因素影响着网络团购消费者的再购意向,文章以阶层反应理论的门德尔松模式为理论基础,研究社会性因素对网络团购再购意向的影响。实证研究结果证明,社会临场感通过两条路径影响网络团购消费者的再购意向：一是社会临场感直接正向显著影响网络团购再购意向,二是社会临场感以情绪维度的愉悦度为中介变量间接正向显著影响网络团购再购意向,情绪维度的唤醒度对社会临场感与网络团购再购意向之间的关系无中介作用。团购网站可以通过设计网站的社会性要素,改善消费者的社会临场感来提升消费者的再购意向。
대단구망참이언,제고망락단구소비자적망참충성도능구사단구망참재격렬적경쟁중획득경호적발전。사회성인소영향착망락단구소비자적재구의향,문장이계층반응이론적문덕이송모식위이론기출,연구사회성인소대망락단구재구의향적영향。실증연구결과증명,사회림장감통과량조로경영향망락단구소비자적재구의향：일시사회림장감직접정향현저영향망락단구재구의향,이시사회림장감이정서유도적유열도위중개변량간접정향현저영향망락단구재구의향,정서유도적환성도대사회림장감여망락단구재구의향지간적관계무중개작용。단구망참가이통과설계망참적사회성요소,개선소비자적사회림장감래제승소비자적재구의향。
At present, improving customers＇ e-loyalty is a vital way for group-buying websites getting a better development in fierce competition. The social factors impact consumers ＇ repurchase intention in online group-buying the paper. The research has studied the social factors affecting consumers ＇ repurchase intention based on Mendelsohn model of hierarchy response theory. The empirical results suggest that there are two ways that social presence impacting repurchase intention in online group-buying. The first is the social presence directly impacts the online group-buying repurchase intention, and the second is social presence indirectly impacts the online repurchase intention by the intermediary variable pleasure. Therefore groupbuying websites can design the social factors of website and improve consumers ＇ social presence to enhance the level of consumer＇s repurchase intention.