| Summary: | 碩士 === 國立中山大學 === 傳播管理研究所 === 100 === The research objects are Tickets Group Buying Websites, to explore the correlation between Perceived Risk and Purchase Intention, including website trust and perception of price. The main purpose is to investigate consumers'' tickets group buying behavior, and to understand the consumers'' perceived risk interactions with perceived price, trust in tickets group buying, and the impact of people’s purchase intention.
This research takes the questionnaire survey; we collect total 301 available samples. Use percentage, average, correlation analysis and regression analysis. The study result indicated that main consumer in ticket group buying are women; the major consumer age groups is 19-29 years old, their income per month is bellow fifty thousand; and most of consumer who lives in northern area in Taiwan.
The main reasons that people who willing to use ticket group buying are cheapest price and easy to buy. The key reasons people who do not buy ticket group buying are using time limit and lower service quality.
In this research, we found that when consumer has higher website trust, the perceived risk will be weaken; besides the purchase intention will be strengthen. The trust has significant effects on consumer’s purchase decision in ticket group buying. This study also founds that consumer have lower perceived price having higher perceived risk and having lower purchase intention.
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