A Study of Group Normative - On-line Group Buying Effect

• Main Authors: Guei- Jung Hsu, 許桂榮
• Other Authors: Shu-Fang Liu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/54982188329051943775

碩士 === 國立高雄應用科技大學 === 國際企業研究所 === 96 === Because of an invisible interaction between group member and the process, the related research about group decision on the consumer behavior was rare. However, no matter in real entity or virtual network, individual behavior is influenced exactly on the result of group decision. In slump age,The consumers convene a power of group and then used by the shop whose product’s selling prices drops as more buyers place. It is called on-line group buying, or namely a part of group decision. Kauffman and Wang.(2001)found the on-line accumulates the purchase population and restrictive promotion influence the on-line group buying characteristic include of Demand externalities、Price-level effect、Price effect、Cycle-ending effect. However, their study didn’t include the evidence of expectation of Impulsive Buying. This study is based on Kauffman and Wang(2001) four on-line group buying characteristics and add Impulsive Buying to evidence the Normative Conformity activity. We will expect the result revels a significant effect as more on-line accumulates purchase population, the on-line group buying will exist the Normative Conformity effect. Finally, based on our assumptions, this study offers some suggestion as references to design the on-line shopping system for managers in cyber shops.