| Summary: | 碩士 === 中國文化大學 === 資訊管理研究所 === 98 === With the growing and developing of internet technology, it also brings in the popularity of online group buying. This study aims to investigate reason and motivation that make consumers enthusiastic about online group buying. Several factors are examined, including price, community trust, conformity, involvement and perceived risk. Among the factors above we also investigate how motivation is influenced by different demographic variables.
We collected 497 questionnaire surveys and received 411 effective samples. Among the main demographic groups involved in online group buying are female and 31 to 40 years old, and the most frequently purchased items are food and daily necessity. This finding reveals the younger and female consumer is the mainstream consumer market and daily necessity is the first choice for consumers.
The more consumers confident of the information provided by the community members, the more trust each other, relatively it helps to achieve the objective of purchase. Second, consumers tend to conform to the mainstream when facing the difficult of deciding among a wide range of merchandise. Consumers are worry about risks, when facing the uncertainty factors, such as through the interaction with others and via network interface. In summary, no matter the factors are influenced on consumers participation in online group buying for consumer and enterprisers, finding their best interest and meeting their needs are the ultimate goal in the virtual shopping environment.
|
|---|
