| Summary: | 碩士 === 國立雲林科技大學 === 應用外語系碩士班 === 99 === The current study was conducted in Sugar & Spice in Taichung City to investigate the consumer behavior on group buying in the traditional (non-Internet-based) market and the marketing strategies to group buying in Sugar & Spice. The participants of the current study were two store managers of Sugar & Spice who were interviewed to further probe their marketing strategies to group buying and 154 group-buying customers in Sugar & Spice who filled out a tailored questionnaire to further understand consumer behavior in group buying.
The results revealed that, in terms of the consumer behavior in group buying, saving money was the most critical factor triggering consumers’ group buying while the quality of products was taken into consideration seriously. Secondly, if many of the acquaintances were engaging in group buying of a certain product, other consumers’ participation within the same group would be motivated. Lastly, acquaintances’ participation of group buying within the same group would decrease consumers’ perceived risk and increase their trust in the quality of products. As for the specific marketing strategies to group buying in Sugar & Spice, it was found that the high-level corporate image of Sugar & Spice was highly related to its sales in group buying. In addition, word-of-mouth marketing was considerably efficient in stimulating consumers’ group buying than public media since consumers tended to rely on their acquaintances for information.
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