| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 94 === The purpose of the study is to investigate consumers’ attitude toward the new way of online purchasing—Group Buy-- individual buyers bid on ones own, but bargain as a group. Two studies were carried out to test the hypotheses. Study I focuses on investigating the impacts of online perceived risk, discount level.
A 2 (discount level: high discount vs. low discount) x 2 (perceived risk: high vs. low) factorial design was used. Study II is to examine the effect of number of bidders. A 2 (perceived risk: high vs. low) x 2 (number of bidders: high vs. low) factorial design was used.
The results are as following.
First, respondents with low online perceived risk would generate more positive attitude toward engaging in Group Buy, compared to high online perceived risk respondents.
Second, when the Group Buy price has reached its maximum discount--25% off (in Study I)--, respondent would be more willing to engage in it.
Third, for respondents with high online perceived risk, the impact of online perceived risk would be lessen when the discount increase.
Fourth, number of bidders is positive influential information for respondents with low online perceived risk, who is more likely to shop online. Finally, respondents who possess more positive attitudes toward engaging in Group Buy will also have greater purchase intention.
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