| Summary: | 碩士 === 中原大學 === 國際經營與貿易研究所 === 100 === In recent years, online group buying has enjoyed fast-growing popularity, and it becomes a major component of Internet user social lives and shopping activities. Many users share information and obtain the benefit of quantity discount in online group buying website. The current study sought to examine the relationships between members and initiators in such online group buying website using a number of variables to describe the initiators (i.e., integrity, competence, benevolence, and reputation) and the members (i.e., trust). Based on a sample of 688 members and 61 initiators in online group buying website, the research demonstrated the use of a two-level hierarchical linear modeling (HLM) to examine the relationships of online group buying initiator and members, appropriately adjusted for a nested structure. The results indicated that members who engage in higher levels of purchase intention in online group buying are more likely to find initiators who have ability and respond to the members. Furthermore, initiator- and member -level factors were significantly associated with initiator characteristics: integrity, competence and benevolence explained within-online group buying variance while member trust explained between-online group buying variance. Finally, initiator characteristics demonstrated positive effects on both member trust and purchase intention. The study further discussed the implications of these findings, offering direction for future research.
|
|---|
