A Study of the Purchasing Intention of Online Group-Buying Customers in Taiwan

• Main Authors: Ting-yu Chang, 張庭瑜
• Other Authors: Tsuang -Yi Kuo
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/6kvctu

碩士 === 國立中山大學 === 企業管理學系研究所 === 102 === 　　With a rapid development of information technology, it’s boomed the e-commerce market. According to the research by MIC (Market Intelligence and Consulting Institute), Taiwan e-commerce market will reach NT$879,600 million in 2014, estimated in 2015 will exceed a million million NTD output value, and becoming an important industry in Taiwan following the semiconductor. Under the economic depression, group-buying websites provide coupons which are about fifty percent of the average market price to customers in use of O2O(Online To Offline) business model. It’s not only became a popular online shopping platform, but also raise partners’ advertising effectiveness. However, with the increase of consumer disputes and breaching of personal data frequently, customers have more concerns in selecting group-buying websites. 　　The objects of study are consumers who have shopped on group-buying websites in Taiwan, 247 effective questionnaires were obtained by using convenience sampling method, and exploring the influencial factors and moderating effect on purchasing intention of online group-buying customers, including service quality, website attributes and perceived risks. Finally, according to the research findings, we proposed some management policies and academic implications for group-buying websites and future researchers. 　　After descriptive statistic analysis, factor analysis, reliability analysis, validity analysis, correlation analysis, regression analysis and mean tests by using SPSS software to verify the hypothesis, the result of this study shows that: 　1. Service quality has a significant effect on customer purchase intention. 　2. Website attributes has a significant effect on customer purchase intention. 　3. The moderating effect of perceived risks on the relationship between service quality and customer purchase intention is significant. 　4. The moderating effect of perceived risks on the relationship between website attributes and customer purchase intention is significant. 　 　　Keywords: Group-Buying Websites, Service Quality, Website Attributes, Perceived Risks, Customer Purchase Intention