| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士班 === 101 === Online group purchase is by mutual cooperation aggregation of many users, can save freight, low discount, and to measure the bargaining reciprocal patterns. In recent years, the economic downturn in the economic environment, the online group purchase against rising trend, gradually become a new consumption trend all over the world. This study aims to consumer brand equity as the basis, key factors affecting consumer online group purchase.
In this study, through literature review and expert questionnaire, summed up in the four dimensions of brand equity is the most important and fourteen items of standards, architecture of key factors. By way of questionnaires, 136 valid questionnaires recovered analysis, then uses decision making trial and evaluation laboratory to clarify, to identify the causal interactions between aspects and factors of the relationship between. Through empirical research and analysis, confirmed the important decisions of consumers online group purchase factors include: the four main dimensions to perceived quality; causal relations, brand loyalty with satisfaction as the main sub-criteria; brand awareness with celebrity endorsements for the main sub-criteria; perceived quality to the product after-sales service as the main sub-criteria; brand association in the country of origin as the main product sub-criteria. With the research conclusion and the suggestion, can be used as the reference of consumers in the online group purchase, let the online group purchase business in that key factor, is proposed to improve the policies and measures related to online shopping, all the growth performance.
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