| Summary: | 碩士 === 中華大學 === 企業管理學系碩士班 === 103 === This study presents a conceptual model of how extraversion, self-efficacy, altruism, perceived entertainment and transaction enjoyment enhance the group buying behavior, thereby increasing the achievement, relationship continuity and group cohesion. The SEM was used to estimate a conceptual model based on survey data from 495 group buying initiators. Most of the hypotheses were supported. Self-efficacy, altruism and transaction enjoyment influence achievement, relationship continuity, and group cohesion of group buying initiators by increasing their group buying activities. No evidence was found to support the relationship between extraversion and group buying behavior as well as perceived entertainment and group buying behavior.From the internal and external motivation perspective, this study contributes to a comprehensive understanding of initiating group buying behavior.
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