| Summary: | 碩士 === 義守大學 === 資訊管理學系碩士班 === 98 === In recent years, along with the maturity of the E-Commerce, group-purchase has become the new shopping activity in the BBS and network. In the past, group-purchase was generated by the group demand that strengthened the bargaining power to control the price based on the quantity. Furthermore, the conventional group-purchase is usually geographically constrained. Nowadays, the Internet has overcome this problem and enhanced the willingness of the users to participate in the group-purchase. The group-purchase started to be a popular trend in the past few years, therefore there are still few in-depth researches regarding the group-purchase intention and group-repurchase behavior in this kind of shopping activity. This research is based on the questionnaire on respondents who had used Ihergo and the “BuyTogether Board”in the PTT Bulletin Board System of National Taiwan University (NTU). The questionnaire aims to investigate the influence of perceived risk, trust, and information richness on the group-purchase intention and group-repurchase behavior. The results show that perceived risk, trust and information richness possess significant influence on the group-purchase intention and group-repurchase behavior. This implies that customers’ group-purchase intention and group-repurchase behavior are not only influenced by the customer’s perceived risk, but also highly influenced by the customer’s trust and information richness provided by the group-purchase website. Hence, aside from enhancing the information richness, the group-purchase website also decreases the risk and increases the trust on the group-purchase website and purchase intention to generate the group-purchase behavior. Simultaneously, by increasing the customer satisfaction after the group-purchase activity, customers are encouraged to re-purchase which will increase the customer loyalty and eventually generate higher profit.
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