| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 104 === Group buying consumption patterns has been very popular in Taiwan. Group buying on the Internet is prevalent because of scientific and technological progress. In addition to price factors, there are many factors that will affect the willingness to buy. During group buying, consumers may not actually touch the product or understand of the product, while this situation increases the risk of buying the product. In order to reduce this risk, consumers may take the suggestion from the opinion leaders or the reference group and imitate the behavior of them. Consumers may also be advocated by the product idea and then they decided to participate in group buying. This study investigate consumers' willingness to buy through self-identity and herding behaviors. This study also explores the impact of the mediating effect of herding behavior between self-identity and willingness of group buying.
This study uses questionnaires to collect information. Questionnaires were issued to the consumers which have attended to group buying. The questionnaire distribution ranges from February 5, 2016 to March 11, 2016. 254 questionnaires were returned, and 242 questionnaires are valid. The effective response rate of 95%.
This study finds that herding behavior has a positive influence to willingness to attend group buying. Moreover, herd behavior has full mediating effect between self-identity and willingness to attend group buying.
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