| Summary: | 碩士 === 長榮大學 === 資訊管理學系碩士班 === 101 === Online Group-Buying is the latest, yet the most fast growing business model of online shopping. There are relatively fewer studies regarding this area in Taiwan. Particularly, not enough studies can be found regarding those factors that affect consumers’ engagement in the shopping model.
This study, based upon the Theory of Planned Behavior, developed a research model, with several potential factors, such as goods, initiators, group buying platforms, perceived risks and norm. A survey was conducted using a questionnaire designed based upon the model. 117 effective samples were collected and statistical methods such as descriptive, validity, and correlation are employed for data analysis.
The analysis has shown that consumers’ engagement in online group buying is affected by social influence from media, friends and family members. They will judge the number of registered members, service quality, and popularity in selecting the engaged platforms, and judge the evaluation, experience, and service in selecting initiators. They mostly perceive risks such as product functionality and security of personal information. These results can be a valuable reference for E-commerce industry and academic sectors.
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