A Study of Consumer Purchasing Behavior on Surrogate Websites

• Main Authors: Rou-Han Yang, 楊媃涵
• Other Authors: Horng-twu Liaw
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/06977162629090875482

碩士 === 世新大學 === 資訊傳播學研究所(含碩專班) === 102 === Services and functions of social media are much more advanced and diverse than traditional mass media, but it makes lower cost or free. Social media has been welcomed by the public because of information facilitate accessed. Marketing practices of internet media has moved from searching recommendation into fan group recommendation in recent years. So the relationship between consumer and enterprise will be interactive communication, replace functional relationship established. People using Applications on smartphone platform five days a week changed communication types between trading. Online surrogate shopping website has advantages from “what you see is what you get” on internet shopping, and provides group order services and combined order services. In this study, we use questionnaire survey to analyze the purchase intentions on consumers from website service quality, community trust, web reputation, and perceived risk. We confirmed that website service quality, occupational background of consumer, web reputation, and community trust has affected on purchase intentions for group order on internet shopping. In conclusion, it can enhance the purchase intentions from consumers by improving quality of websites and layout of websites.