| Summary: | 碩士 === 國立高雄第一科技大學 === 資訊管理研究所 === 99 === Group-buying has become more and more popular in recent years, the market of online group-buying also boomed. Many scholars have devoted in the study of group-buying behavior, but there are few studies examined them in the view of social environment factor or consumers’ perceived benefits and group trust. This study proposed two major theory of social presence and social network as the consumers’ environment factors; Perceived benefit and group trust as personal factors, and finally, satisfaction of group-buying as the behavior factor. By discussing interactions of the three factors, we could find the factors affecting satisfaction on online group-buying behavior. A questionnaire was adopted for data collection, there are 249 members of well-known group-buying community site—ihergo filling out the questionnaires completely, and then evaluated with structural equation modeling, and confirmatory factor analysis was also applied, using SmartPLS 2.0, to test if the empirical data conform to the proposed model. Finally, this study found the following consequences: (1) Social presence has a positive effect to perceived benefit and also group trust. (2) Social network has a positive effect to perceived benefit and group trust, too. (3) Group-buying consumers’ perceived benefit has a positive effect to satisfaction of group-buying. (4) Consumers’ group trust also has a positive effect to satisfaction of group-buying. All the consequences with their practical implications would be further discussed, too.
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