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Student Number 964203028
Author Tzu-Yuan Shen(沈子淵)
Author's Email Address 964203028@cc.ncu.edu.tw
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Department Information Management
Year 2008
Semester 2
Degree Master
Type of Document Master's Thesis
Language zh-TW.Big5 Chinese
Title The Effects of Initiator’s Community and Experience Sharing on Online Group-Buying Behavior’s Factors
Date of Defense 2009-06-21
Page Count 96
Keyword
  • community
  • conformity purchasing behavior
  • electronic word-of-mouth
  • experience sharing
  • initiator
  • online group-buying
  • perceived risk
  • trust
  • Abstract For the past few years, online group-buying have been one of the innovative online shopping mechanisms. Group-buying means a group of people who have the same requirement with a product, they put together with Internet so that can make the amount to get discounts. So why consumers choose this mechanism to do online shopping, there still have some motives that behind consumers can be analyze, expect the price discount.
    The purpose of this research is to understand the factors about why consumers choose purchase through group-buying. We consider about consumers’ trust in the initiator, perceived risk, and consumers’ conformity purchasing behavior as factors, and verify how they have effect on consumer’s intention to join online group-buying. And to understand how community relation and experience sharing impact these factors, so that have effect on consumer’s intention to join online group-buying.
    After the analysis with LISREL method, we find that experience sharing from initiator have positive effect on consumers’ trust in the initiator and consumers’ conformity purchasing behavior. And region relation has positive effect on consumers’ trust in the initiator, negative effect to perceived time risks. Consumers’ trust in the initiator and consumers’ conformity purchasing behavior all have negative effect on perceived financial, performance, and psychology risks, and positive effect on consumer’s intention to join online group-buying.
    By the results of this research, we provide some recommendation to initiators, and expect they can attract more consumers to join their online group-buying.
    Table of Content 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5
    2.1 網路合購模式5
    2.1.1 網路合購5
    2.1.2 台灣線上合購現況7
    2.2 社群關係11
    2.3 口碑與使用經驗14
    2.4 主購信任度17
    2.5 從眾性購買20
    2.6 知覺風險24
    第三章、研究方法28
    3.1 研究架構28
    3.2 假說推論29
    3.2.1 社群關係與主購信任度的關係29
    3.2.2 口碑與使用經驗分享與主購信任度的關係30
    3.2.3 口碑與使用經驗分享與從眾性購買的關係30
    3.2.4 主購信任度與財務風險的關係31
    3.2.5 社群關係與時間風險的關係31
    3.2.6 口碑與使用經驗與績效風險的關係32
    3.2.7 從眾性購買與心理風險的關係32
    3.2.8 主購信任度與再次加入合購之意願的關係33
    3.2.9 知覺風險再次加入合購之意願的關係33
    3.2.10 從眾性購買與再次加入合購之意願的關係34
    3.3 研究變數與問卷設計35
    3.3.1 研究變數概念性定義35
    3.3.2 問卷設計內容36
    3.4 研究對象與資料分析方法40
    3.4.1 研究對象與問卷蒐集方法40
    3.4.2 資料分析方法40
    第四章、資料分析與研究結果41
    4.1 樣本特性分析42
    4.2 衡量模式分析45
    4.2.1 探索性因素分析45
    4.2.2 信度分析50
    4.3 建立LISREL模型52
    4.4 模型契合度分析55
    4.5 結構方程模式分析56
    4.6 假說結果檢定58
    4.6.1 社群關係與主購信任度的關係59
    4.6.2 口碑與使用經驗分享與主購信任度的關係59
    4.6.3 口碑與使用經驗分享與從眾性購買的關係60
    4.6.4 主購信任度與財務風險的關係60
    4.6.5 社群關係與時間風險的關係61
    4.6.6 口碑與使用經驗與績效風險的關係61
    4.6.7 從眾性購買與心理風險的關係62
    4.6.8 主購信任度與再次加入合購之意願的關係62
    4.6.9 知覺風險與再次加入合購之意願的關係63
    4.6.10 從眾性購買與再次加入合購之意願的關係64
    第五章、結論與建議65
    5.1 研究結論65
    5.1.1 影響主購信任度的因素65
    5.1.2 影響從眾性購買的因素66
    5.1.3 影響知覺風險的因素66
    5.1.4 影響團員加入線上合購意願的因素67
    5.2 實務意涵69
    5.3 研究限制71
    5.4 後續研究建議72
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    Advisor
  • Yi-Ching Hsieh(謝依靜)
  • Files
  • 964203028.pdf
  • disapprove authorization
    Date of Submission 2009-07-02

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