The Effect of Perceived Risks on Purchase Intentions in Internet Group Buying－A Case Study of the Element School Teachers in Taoyuan County

• Main Authors: 陳瑋婷CHEN, WEI-TING, 陳瑋婷
• Other Authors: HSU,CHIEN-HUA
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/d36ry9

碩士 === 開南大學 === 商學院碩士在職專班 === 105 === According to the popularity of internet, the change of lifestyle and the raising of convenience consumption consciousness, the number of people joining group buying goes up continuously. Group buying has become a trend. Although Internet shopping is convenient, safety is still a big issue for consumers. Laws for Internet shopping are entirely different with traditional mode. Consequently, there are many risks in group buying on the Internet. In this study, we investigate the relationship between the sense of risks and the intention of Internet group buying of elementary school teachers in Taoyuan city. The questionnaire is used to collect the data which is designed based on literature review. The contents of the questionnaire include basic information, sense risks, and intention of Internet group buying. There were 280 questionnaires delivered, and 270 of them are returned. We deleted 15 invalid questionnaires, and the remaining 255 questionnaires were used for further analysis. The effective response rate is 91%. The data were analyzed by T-test and One-way ANOVA method. After the testing of the validity of the value of Cornbach’α, item–to-total, and construct validity, SEM method was applied for further analysis. The results are: The sense risks and intention of Internet group buying for elementary school teachers in Taoyuan City have a significant positive relationship. Finally, we hope the results of this research could provide suggestions for related industry, elementary school teachers, and further research.