Understanding the Behavior of Group Buying: An Integration of Transaction Cost, Social Cognitive , and Social Capital Theories

• Main Authors: Mei-Ping Chang, 張美萍
• Other Authors: Meng-Hsiang Hsu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/23805626383025396718

碩士 === 國立高雄第一科技大學 === 資訊管理所 === 97 === The most important factor affects the growth of a group buying community is the group buying participating frequency of its membership. In other words, it depends on the enthusiastic degree of the consumers who would be willing to purchase merchandise and share their experience in the community. This research applies social cognitive theory, social capital theory, and transaction cost theory in constructing a model to discuss the consumer behavior model of group buying community. Furthermore, outcome expectation of social cognitive theory, three dimensions of social capital theory, and 6 ex ante and ex post trade costs are studied to identify how those variables influence individual participation attitude of a group buying community. Through theory of planned behavior, the analysis shows intention and behavior of group buying are related to individual participation attitude. In order to determine key factors that influence the attitude, 9 assumptions are proposed. 205 effective questionnaires are collected from a famous group buying community and analyzed by structural equation modeling method. The investigation results indicate that 8 assumptions are valid, which imply individual participation attitude can be analyzed through outcome expectation of social cognitive theory, three dimensions of social capital theory, and trade costs. This study helps to discover motive and incentive under a group buying behavior and investigate the cause how a group buying site would flourish or decay. Suggestions are provided that the following studies may focus on, both in theorical and practical affairs, how individual participation attitude vary on different merchandise category and price.