| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 100 === As internet purchase market has come to maturity, internet purchase has become many
citizens' daily consuming activities; and online group-buying developed from internet
purchase is currently a very popular consuming type in internet purchase market. Online
group-buying is convenient and interesting and is able to get cheaper price; therefore, it
attracts and is loved by many internet purchase groups.
This research, based on “Theory of Planned Behavior” as theoretical foundation, is built
with “Customers' Behavioral Intention Mode in Joining Online Group-buying”. Focusing on
possible influential behavioral intention's structural variables such as “Attitude”, “Subjective
Normative”, and “Perceived Behavioral Control” and performing testifying and analysis. In
order for customers to build a complete theoretical mode and foundation relevant to
customers' behavioral intention in joining online group-buying regarding possible influential
factors in customers' behavioral intention while customers determine to join online
group-buying.
In structure influential to customers' “behavioral intention” in joining online
group-buying, “Attitude”, “Subjective Normative”, and “Perceived Behavioral Control” have
positive and significant influence to behavioral intention. Additionally, the research result
shows that, in structure of behavioral intention, “Perceived Behavioral Control” is the most
influential; “Subjective Normative” is second, and “Attitude” is the least influential. As in
“Attitude” perspective, “Individual's Relevant Welfare” is more influential than “Social
Relevant Welfare”; amongst “Individual's Relevant Welfare” factors, “Saving Shopping
Time”, “Catching Up Fashion”, and “Developing Internet Group-Purchase Industry” are
more influential. As in “Subjective Norm” perspective, “Main Group” is more influential
than “Sub Group”; amongst “Main Group” factors, “Co-workers”, and “Scholars/Experts”
are more influential. As in “Perceived Behavioral Control” perspective, “Self Capability” is
more influential than “Advantageous Offer”; amongst “Self Capability” factors, “Sufficient
Leisure Time”, “Thorough After-sale Services”, and “Preferential Discounts” are more
influential.
III
In this research, the empirical result shows “Perceived Behavioral Control” variable is
most influential; however, as for external variables, “self-capability” has direct and intense
impact to customers regarding their “Perceived Behavioral Control” in joining online
group-buying, and therefore has affected customers attitude in online group-buying. If they
perceive its convenience or capability more positively, it would raise customers' behavioral
intention in joining online group-buying. In other words, it means that if customers are
satisfied with convenient ordering procedure and thorough after-sale service provided by
group purchase entrepreneurs within customers' affordable condition, would increase
customers' behavioral intention in joining online group-buying.
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