The Impact of Purchasing Motives, Consumer Decision-Making Style, Online Word-of-Mouth and Herding Behavior on Purchase Intentions of Internet Group Buying Marketing

• Main Authors: Mao, Yen-Sen, 毛彥森
• Other Authors: Chen, Cheng-Che
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/5e3j9t

碩士 === 遠東科技大學 === 行銷與流通管理系碩士班 === 103 === According to the statistics of Institute for Information Industry, the market of Taiwan’s online shopping is about 660 billion in 2012, online group buying accounted for 32.5% and continued to grow each year. With the diversification of choice, how to attract more consumers to consume on the site that has become an important issue and can not be ignored. In this study, we chose the consumers who had been involved in the online group buying was our object. To examine the impact of purchase motivation, consumer decision-making style, electronic word of mouth and conformity behavior on purchase intentions of online group buying, and used Likert’s 5-point scale to collect questionnaire data, and then, by statistical methods to explore purchase motivation whether there is significant impact on conformity behavior and purchase intentions of online group buying, consumer decision-making style whether there is significant impact on conformity behavior and electronic word-of-mouth whether there is significant impact on conformity behavior and purchase intentions of online group buying, conformity behavior whether there is significant impact on purchase intentions of online group buying. The results show that: (1) Purchase motivation has a significant positive impact on the conformity behavior, (2) Partially existence: consumer decision-making style has a significant impact on the conformity behavior, (3) Partially existence: consumer decision-making style has a significant impact on the electronic word-of-mouth, (4) Electronic word-of-mouth has a significant positive impact on the conformity behavior, (5) Purchase motivation has a significant positive impact on thepurchase intentions of online group buying, (6) Conformity behavior has a significant positive impact on the purchase intentions of online group buying, and (7) Electronic word-of-mouth has a significant positive impact on the purchase intentions of internet group buying marketing. The results can be provided to industry as a reference to the relevant of the decisions.