| Summary: | 碩士 === 中國文化大學 === 國際企業管理學系碩士在職專班 === 103 === Although social shopping has attracted more and more attention, but there are still few explorations into the influence of electronic word-of-mouth, coupon types, and different kinds of product on social shopping. The main purpose of this study was to explore the influence of electronic word-of-mouth (positive/negative word of mouth), loss aversion (coupons with/without expiration dates), and regulatory focus (promotional/preventive focus goods) on the social shopping of consumers. As for the research method, the subjects of this study were 496 consumers using Facebook online social networking service, a three-factor (positive/negative word of mouth, coupons with/without expiration dates, and promotional/preventive focus goods) ex-perimental design was used, and the study hypothesis was verified using One-Way ANOVA of variance method.
The study results showed that: (1) the positive electronic word of mouth has significant positive impact on social shopping of consumers, (2) coupons with expi-ration dates have more significant positive impact on social shopping of consumers than coupons without expiration dates, (3) the promotional focus goods have more significant positive impact on social shopping of consumers than preventive focus goods. Finally, the conclusions were summarized and the concrete management im-plications were proposed to corporations for marketing planning and researchers for future reference.
|
|---|
