| Summary: | 碩士 === 中華大學 === 企業管理學系碩士班 === 102 === In recent years, with the rise of the Internet and the culture of the office, people who have the same interests in buying same products can launch a group-buying, whih is called group-buying. Group-buying purchase behavior is affected by many factors. Prior research discussed from economic perspective and argued that "price" is one of the most important reasons why people participate in group-buying activities. However, few studies discuss from other perspectives of group-buying purchase intention.
Based on literature review and interview, this research argue that except the economic incentive, group-buying initiator, group interaction, and buyer’s personality trait are important factors affecting group-buying purchase intention. Therefore, this research discuss the group-buying purchase intention from three perspectives. First, buyer’s subjective perceived of group-buying initiator, including trust, reputation, familiarity and satisfaction. Second, the group interaction, including social presence, normative influence, and community identification. Third, buyer’s personality trait, including risk taking and novelty seeking.
This study employed the structural equation modeling approach to estimate a conceptual model using physical and online survey data from participants in group-buying. Most of the hypotheses are supported. Theoretical and managerial implications of the findings are discussed.
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