A Study of Online Group-Buying Behavior and the Influences of Life Style

• Main Authors: Hui-Yi Tsai, 蔡慧逸
• Other Authors: Yi-Ming Tseng
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/54408507014304607146

碩士 === 淡江大學 === 國際貿易學系國際企業學碩士在職專班 === 98 === Thanks to the world’s advancement of internet technology, online group buying has become an important issue in consumer behavior of electronic commerce. Instead of discussing the behaviors of the online group buying, most studies in the past focused mainly on the consumers’ value and the incentives for the consumers to shop online as a group. Hereby, we introduced life style variables and demographic variables as the input variables to study the online group buying behavior, and further discuss the differentiations of this behavior as a result of these two factors. A questionnaire survey was conducted, and the respondents were selected based on the most famous BBS stations in Taiwan, Ptt BBS, hosted by National Taiwan University. In order to narrow down the assumptions, factor analysis was implemented and three factors were concluded, 1) buying behavior involvement 2) compulsive buying behavior 3) group buying risks involvement. Further analysis were then approached using Chi-square and variance analysis to confirm with other assumptions. The results suggested that the online group buying behavior were greatly influenced by combinations of various factors, including gender difference, marital status, age, education, profession, and monthly average salary. This particular behavior was also dependent on the consumers’ life styles, such as the average days or time spend online, past online group shopping experiences, the experience as an initiator to initiate online group buying, products purchased in the past, and the money spent in average. The result also implies that the majority of the online group buyers were students, while their most interested goods were mostly likely to be in the food categories. While the online group buying is still relatively low on the prevalence rate in comparison with other shopping behaviors, online group buying is a market with the most opportunity and potential. Based on the results of this study, the author provides some implications and a few suggestions to the industry of electric commerce, 1.) Lower the online purchasing risks, and enrich the product information 2.) Increase the business exposure, and develop business reputation. 3.) Setup customer rebates or reward system to enhance their online shopping experience 4.) Explore the potential market, and fulfill the demands accordingly.