A Study of The Online Group Purchasing Behavior－ Analysis of Online Group Purchase

• Main Authors: Feng-LingKo, 葛鳳玲
• Other Authors: Shuang-Shii Chuang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/60012799457412913952

碩士 === 國立成功大學 === 企業管理學系專班 === 101 === As the Internet becomes more common, the online group purchasing consumers are apparently increasing. The Internet’s convenience caused a variety of online stores and channels are facing the whole new challenge of a quick change of the business environment. Therefore, it also caused the conventional market to expand and move toward to the online market. The rapidly developing and various marketing methods of online stores attract the consumers to join the online group purchasing more each day. The consumer purchasing habits are changing. Therefore, this study is to discuss the impact factors of consumer online group purchasing and analyze the relevant factors to explore if there is any positive feedback. This study uses literature induction and questionnaire to discuss how the online store’s factors and consumer’s factors influence the consumer’s online purchasing behavior, what would the consumer’s acceptance attitude and purchasing intention be, and how these factors are related. Furthermore, when it involves the impulsive disturbing factors, does this cause any impact to the consumer’s behavior and purchasing intention to the online group purchasing. The result found out that the consumer behavior has positive impacts to brand image, product characteristics, sales promotion and after sales service. The consumer’s online group purchasing acceptance attitude also has the positive impacts to the perceived value, brand loyalty and words of mouth. Although perceived value to the acceptance attitude has no positive impact, overall results are shown that consumer to online group purchasing acceptance attitude and purchasing intention have positive feedback. The consumer online group purchasing acceptance attitude has been influenced by the impulsive trait and still there is a positive impact.