| Summary: | 碩士 === 元智大學 === 國際企業學系 === 98 === In Taiwan, both traditional and online group buying are very popular for consumers. Group buying is really attractive for consumers, especially in the recent years of economic recession. According to the past research, researchers focused more on price-related factors rather than non-price factors. There were also many studies in exploring online group-buying issues rather than traditional ones. Thus, we proposed a conceptual framework and explored the antecedents and consequences of consumers’ intention to stay in group buying and also compared the difference between traditional and online group buying.
Formal questionnaire was distributed through the Internet (e.g., BBS and iHergo) and paper-based survey was also conducted. The number of valid sample was 934 and the valid response rate was 77.83%. Structural Equation Modeling (SEM) and the Chow test were used for the further analysis. The result shows that decision convenience, access convenience, transaction convenience, purchasing self-efficacy, and hedonic value are major factors leading to consumers’ intention to stay in group buying. Besides, consumers in traditional group buying focus more on the relationship closeness with the initiator, geographic distance, transaction convenience, and social interaction when those with higher purchasing self-efficacy have greater intention to stay in online group buying and they may have higher hedonic value in group buying. Thus, sellers can develop different kinds of marketing strategies and services for different types of consumers and both parties can obtains benefits.
|
|---|
