| Summary: | 碩士 === 國立高雄應用科技大學 === 企業管理系碩士在職專班 === 104 === Online shopping is one of the most common shopping methods nowadays, and group buying is widely practiced in online shopping. This has contributed to the growing diversity and establishment of group-buying websites. Such websites, striving for higher market share, have resorted to various marketing tactics; they make use of popular web portals and e-commerce platforms to draw consumers to such websites as Yahoo Big Deals or Big Deals Books in Taiwan, which in turn helps to expand their customer base when more people use the websites to participate in group buying.
The Elaboration Likelihood Model (ELM) was adopted in this study to understand the route for information processing that persuades consumers to join group buying. The Central route, favorable argument quality, and the behavior of comparing the usefulness of shopping were found as relevant factors among the consumers of Yahoo and Books. The reception of information has a positive impact on the re-participation intention of group buying. Consumers who are apt to take the peripheral route, in addition to the halo effect, although they are passive in receiving information, will still visit web portals and e-commerce websites and join group buying; the halo effect positivelyaffects their perception of the group buying websites, vendors, products and transactions. The comparison of the usefulness of shopping was used as a moderating factor in this study to understand whether consumers who are highly involved in comparing the usefulness of shopping have a positive moderating effect on argument quality and re-participation intention of group buying.
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