A Study on Online Group-Buying Behavior：The Trust、Perceived Risk and Transaction Cost Theory

• Main Authors: Shu-Fen Chen, 陳淑芬
• Other Authors: Meng-Hsiang Hsu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/97166958282490324280

碩士 === 國立高雄第一科技大學 === 資訊管理所 === 98 === This study integrates Trust 、Perceived Risk and Transaction Cost theory to construct a model, for investigating the impact factors of intention and behavior of consumers on online group-buying. A questionnaire was adopted for data collection, there are 284 members of well-known shopping community 「ihergo」who finished the questionnaires completely, and the structure equation model (SEM) was applied to analyze the data. This study suggests 6 hypotheses, the data indicates support for 5 hypotheses but not for hypothesis H2. This study results indicate that when consumers take part in On-line Goup-Buying collective shopping activities, their Perceived Risk (PR) and Transaction Cost (TC) is affected by trust and have positive influence on both PR and TC. Finally,this study also validates that the intention and behavior of consumers on On-line Goup-Buying can be explained with the perspective of trust and transaction cost. Keywords