| Summary: | 碩士 === 大同大學 === 資訊經營學系(所) === 100 === In recently years, consumers’ online shopping behavior gradually is changed due to rapidly development of information technology and B2C and C2C business model is frequently adopted. The website for group purchase on the Internet is also gradually developed and became a new business model. However, a lot of group purchase websites fail management to result in loss seriously and even end the business. Nowadays, a few studies discuss the impact of business model of group purchase websites on consumers’ repurchase. Therefore, this research will study the determinants of the intention of influencing consumer behavior, and the website of group purchase by managing virtual community of Facebook as an example. The fans of Facebook fan page- Naso will be our sampling. This research adopts the framework from the model of information systems success by Delone and Mclean (1992, 2003) and the theory of relation benefits by Gwinner et al. to (1998) explore which factors will influence consumers’ satisfaction and the intention of repurchasing. In addition to, we add a construct of “playfulness” in this research.
In this study, the questionnaire survey was used to collect data, 288 questionnaires were recovered, and used the partial least squares method (partial least squares; PLS) model to analysis and hypothesis test. The results indicate: there are different results between members who had participated in group-buy and members who had not participated in group-buy. Therefore, it is necessary that provide different kinds of managements and interaction for different members. According to the findings of this study can provide the operation and management of reference as to the site's management.
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