本研究主要在探討消費者個性、顧客滿意度與再購意願之間的關聯性，並以世代作為調節變項，將曾經網路團購之消費者作為研究樣本，共計回收有效問卷333份。本研究透過線性結構方程式模型，將消費者個性對顧客滿意度與再購意願的影響進行實證分析，並驗證世代的調節效果。研究結果發現，消費者個性對再購意願的研究中，顧客滿意度具部分中介效果。同時，經由調節效果分析可得知，X世代與Y世代對消費者個性、顧客滿意度與再購意願具有調節效果，但在不同世代下，顧客滿意度與再購意願之間不具有調節效果。

This study mainly investigates the relationships among consumer personality, customer satisfaction and repurchase intention. The present study collects 333 consumers of the online group buying to empirically investigate the relationships among consumer personality, consumer satisfaction and repurchase intention and examines the moderating effect of generation. By manipulating structural equation modeling (SEM), the research results indicate that customer satisfaction serves as a mediating effect between consumer personality and repurchase intention. The other findings specify the substantial moderating effect of generation in the relationships among consumer personality, customer satisfaction, and repurchase intention.

目錄
第一章 緒論	1
1.1 研究背景與動機	1
1.2 研究目的	3
1.3研究流程	4
第二章 文獻探討	6
2.1 網路團購	6
2.1.1 網路團購的發展	6
2.1.2 網路團購定義	7
2.1.3 台灣團購網站現況	9
小結	13
2.2 消費者個性	13
2.2.1 消費者個性定義	14
小結	17
2.3 顧客滿意度	17
2.3.1 顧客滿意度定義	17
2.3.2 顧客滿意度構成	19
小結	20
2.4 再購意願	21
2.4.1 再購意願定義	21
小結	23
2.5 世代	23
2.5.1 世代的定義	23
2.5.2 世代區分方式	24
小結	28
2.6 研究假設	28
2.6.1 消費者個性與顧客滿意度關聯性	28
2.6.2 顧客滿意度與再購意願的關聯性	29
2.6.3 消費者個性與再購意願的關聯性	30
2.6.4 消費者個性、顧客滿意度與再購意願之間的關聯性	31
2.6.5 世代的調節效果(Moderating Effect)	31
2.7 消費者個性、顧客滿意度與再購意願之相關變項探討	32
2.7.1 研究地圖探討	33
小結	38
第三章 研究方法	39
3.1 研究架構	39
3.2 操作型定義與變項衡量	40
3.2.1 消費者個性	40
3.2.2 顧客滿意度	40
3.2.3 再購意願	41
3.2.4 世代	41
3.2.5 個人變項	41
3.3 研究對象與取樣程序	42
3.4 問卷預試與信效度分析	42
3.4.1 系統性偏誤	43
3.4.2 信效度分析	44
3.4.3 共同方法變異分析(Common Mothod Variance, CMV)	46
3.5 資料分析方法	47
第四章 資料分析與結果	50
4.1 樣本結構分析	50
4.2 因素分析	51
4.3估計方法之選擇	54
4.4 測量模型分析	54
4.4.1 驗證性因素分析(Confirmatory Factor Analysis)	55
4.4.2 信度分析	57
4.4.3 效度分析	58
4.5 相關分析	60
4.6 研究假設檢定	61
4.7 不同世代二群體之分析	64
4.7.1 相關分析	64
4.7.2 調節效果	66
第五章 結論與建議	68
5.1 研究結論	68
5.2 管理意涵	69
5.3 研究限制	72
5.4 未來研究方向及建議	73
參考文獻	75
附錄一：訪談問卷	90
附錄二：正式問卷	92
表目錄
表2-1 網路團購定義相關文獻	8
表2-2 PTT團購資訊	10
表2-3 愛合購(ihergo)網站團購資訊	11
表2-4 EHS東森網路購物商城─集購專區團購資訊	12
表2-5 人格特質定義相關文獻	16
表2-6 顧客滿意度定義相關文獻	18
表2-7 再購意願定義相關文獻	22
表2-8 世代定義的相關文獻	24
表2-9 美國世代區分方式	26
表2-10 台灣世代區分方式	27
表2-11 研究地圖彙整表	35
表3-1 基本資料	41
表3-2 預試問卷各構面題項分配及Cronbach’s  信度	44
表3-3 預試問卷題項分配及信度統計表	45
表4-1 人口變項之分布情形	51
表4-2 KMO統計量的判斷原理	52
表4-3 消費者個性之KMO與Bartlett檢定	52
表4-4 因素分析總變異量	53
表4-5 轉軸後之因子矩陣	53
表4-6 觀察變項之平均數、標準差、偏態與峰度	54
表4-7 CFA判斷標準一覽表	55
表4-8 各變項之驗證性因素分析結果表	56
表4-9 正式問卷信度分析結果表	57
表4-10 正式問卷建構信度結果表	58
表4-11 正式問卷因素收斂效度分析結果	58
表4-12 正式問卷因素區別效度	60
表4-13 構面相關矩陣	60
表4-14 各變項路徑表	63
表4-15 直接效果與間接效果	64
表4-16 X世代相關分析	65
表4-17 Y世代相關分析	66
表4-18 調節效果之路徑分析	66
表4-19 限定路徑結果	67
表5-1 研究假設與驗證結果彙整表	69
圖目錄
圖1-1 愛合購(ihergo)到達率趨勢分析圖	2
圖1-2 研究流程圖	5
圖2-1 PPT合購版	10
圖2-2 愛合購(ihergo)網站	11
圖2-3 EHS東森購物網路商城─集購專區	12
圖2-4 美國顧客滿意度模型(ACSM)	20
圖2-5 行為構成圖	25
圖2-6 研究地圖	34
圖3-1 研究架構	39
圖4-1 研究路徑圖	62
圖5-1 未來研究發展圖	74

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