| Summary: | 碩士 === 國立成功大學 === 國際企業研究所碩博士班 === 94 === Online group-buying schemes have recently been in vogue as part of the innovative online shopping mechanisms. The previous studies all assumed that price benefit was the only reason for consumers to join group buying. These researches didn’t discuss other benefits consumers can acquire and the personal values consumers can achieve from group buying. Therefore, the study aims at exploring the hierarchical relationships of consumers’ group buying behaviors with means-end chain approach and to provide marketing strategy suggestion to the firms. Forty in-depth interviews were conducted with laddering methodology. The respondents all have joined BBS group buying and were divided to two groups(20 heads of co-buying group and 20 members of co-buying group) to compare their different value structures.
The results of interviews categorized by content analysis were drawn into hierarchical value maps (HVM). The HVMs reveal that the main ladders of consumers’ group buying behaviors are “money saving”, “time saving”, “risk reduction”, “others’ happiness” and “novelty seeking”. We conclude that in addition to price benefit, the benefits consumers obtain from group buying include “convenient benefit”, “risk-reducing benefit”, “interpersonal benefit” and “experimental benefit”. The final personal values consumers pursue include “hedonism”, “achievement “, “ security” and “affection value”. We compare the difference between the two groups’ value strctures. The members of co-buying group are more hedonism-oriented and emphasize on experimential benefit to satisfy the hedonic value. The heads of co-buying group are more achievement- and affection- oriented. They put more emphasis on interpersonal benefit and tend to achieve the needs for achievement and affection value.
In conclusion, we propose some suggestions for firms. For general firms to exploit
BBS group buying model: (1) Introduce group buying sales promotion; (2) Exploit word-of-mouths; (3) Provide unique and various products; (4) Establish great relationship with heads of co-buying group. For group-buying website’s operators: (1) Low price gurantee; (2) Provide various products; (3) Establish online forum; (4) Promotion strategy suggestion.
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