| Summary: | 碩士 === 國立中正大學 === 企業管理所 === 97 === The Internet generation brings up the rise of virtual community against real one. Upon the new medium, we revaluate and re-define the relationship in between. Around Millennium, a passing fad of group-buying website from America aroused in Taiwan, which brought up the establishment of group-buying platforms of all kind, hastening the first-born of a community which love to buy food altogether. The community gathers indivuduals with same interest and goals, making their re-purchasing decisions by positive or negative experiences during the consuming process. As unique as stated above, the research is going to dig deeper about the individual behavior and interaction of the virtual community member.
The research is to find out: which consumer experience will be the significant cause of participating in the comminity continously; what kind of effect of consumer experience will be on previous individual behavior and interaction; will members tranfer between different substitute and complementary community to maximize their own satisfaction as time goes by.
After reviewing and systemizing related literature, the research conducted a semi-structural depth interview of 11 interviewers, generalizing into 15 theses by thematic analysis:
Thesis 1: product experience affects the formation of brand cognition, related with the benefit of lowering product risk.
Thesis 2: product experience affects group-buyers to bring forth ex or post examing control behavior, related with the benefit of lowering producy risk.
Thesis 3: product experience does not affect the willingness of group-buyers to transfer between communities.
Thesis 4: interpersonal experience affects group-buyers to bring forth immersion behavior and belongings of community, related with the benefit of interpersonal realtionship.
Thesis 5: interpersonal experience affects the willingness strength of the leader, the more improper behavior in the community, the less willingness to serve.
Thesis 6: interpersonal experience affects group-buyers ro make un-scheduled purchasing decisions, related with the benefit of experiencing.
Thesis 7: interpersonal experience affects the usefulness of information in the community, realted with the benefit of transaction.
Thesis 8: interpersonal experience affects platforms to bring forth ex examing control mechanism, related with the benefit of lowering risk of cooperaing with poor quality members.
Thesis 9: interpersonal experience affects the willingness of group-buyers to transfer between communities.
Thesis 10: platform experience affects the time cost of group-buyers, realted with the benefit of easy-to-access convenience.
Thesis 11: platform experience affects user groups differ from demographic structure, related with the benefit of geographic convenience.
Thesis 12: platform experience affects the usefulness of information in the community, realted with the benefit of transaction.
Thesis 13: platform experience stirs up the improper behavior of group-buyers, realted with the benefit of transaction.
Thesis 14: platform experience affects the willingness of group-buyers to transfer between communities.
Thesis 15: the benefits from different group-buying experiences affect group-buyers to seek different levels of communities, maximizing their own satisfaction.
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