The Influences of Transaction Cost and Incentive Mechanism on Customer Value and Purchasing Intention : An Empirical Study for Group Buying Websites

• Main Authors: Hsin-an Lin, 林信安
• Other Authors: Chia-Ying Li
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/02719091076180430632

碩士 === 靜宜大學 === 資訊管理學系研究所 === 99 === Today, group buying is one of the popular online shopping behaviors. However, most studies were discussed from the viewpoints of price by the researchers in the past. Therefore, this paper integrates with the factors of website quality, transaction cost, incentive mechanism, customer value, trust, demand externality and purchasing intention to propose that the factors influencing the behavior of online shopping in group buying websites. In order to test hypotheses, completed survey questionnaires targeted on my3q website were analyzed on a valid sample of 293 subjects from the Providence University. Multivariate data analysis was conducted to empirically test research hypotheses via SPSS 17.0 statistical and SmartPLS 2.0 software. The research results are shown as follows: (1) website quality and incentive mechanism have significant effects on the transaction cost; (2) website quality have significant effects on the incentive mechanism; (3) website quality and incentive mechanism have significant effects on the customer value; (4) customer value、trust and demand externality have significant effects on the purchasing intention.