The Effects of Initiator’s Trust and Perceived Risk on Online Group-Buying Behavior

• Main Authors: Cheng-Hung Lin, 林正弘
• Other Authors: Hsiang-Chu Lai
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/23019742771563034319

碩士 === 國立中山大學 === 資訊管理學系研究所 === 94 === Online shopping involves more uncertainty and risk than traditional shopping. These phenomena are even obvious in online group-buying. One of the main factors causing the uncertainty and risk is the role of the initiator. Since it is quite often that the initiators themselves are consumers, the initiators are not as huge and professional as the sellers. Clearly the trust in initiator becomes a major concern when joining the online group-buying. Based on the theory of planned behavior, the purpose of this research is to understand how initiator’s reputation, interactions with initiator, consumers’ perceived risk and personal characteristics impact consumers’ trust in the initiators and then how the consumers’ perceived trust in the initiators, subjective norm and familiarity with online group-buying together impact the consumers’ behavior in group-buying. The study result indicates that the perceived initiator’s reputation, interaction with initiator, perceived risks in online group-buying, and subjective norm impact the trust in initiator. Moreover, based on TPB, the trust has significant effects on consumer’s intention to join online group-buying. Subjective norm has impacted the consumer’s intention to join online group-buying not only directly but also through the trust in initiator indirectly. However, the familiarity with online group-buying has no significant effects on consumer’s intention to join online group-buying.