| Summary: | 碩士 === 中華大學 === 科技管理學系 === 107 === Group buying is a new shopping method in recent years. Office group buying not only brings convenience to shopping, but also promotes interpersonal interaction, and it already forms a workplace culture. Office group buying has become a favorite shopping method for teachers in the campus. The purpose of this study is to understand that current status and relationship of initiator’s trust, perceived risk, conformity behavior, and purchase intention between elementary school teachers in Yilan County, as well as to investigate the differences of initiator’s trust, perceived risk, conformity behavior, and purchase intention in different variables.
This study uses questionnaire method and takes public elementary school teachers in Yilan County as targets to finish this research in stratified purposive sampling. There are 398 valid samples of the formal questionnaire, and valid response rate is 92.8%. Survey results are analyzed with reliability analysis, descriptive statistics analysis, independent-samples t-test, one-way ANOVA, Pearson correlation and regression analysis. Conclusions are as follows:
1. In the current situation of office group buying shows that the level of initiator’s trust is the highest, but the level of perceived risk is the lowest.
2. In the variable of gender, female teachers in initiator’s trust is significantly higher than male teachers.
3. The number of school class in initiator’s trust and perceived risk, there are significant differences.
4. The average number and the average amount of office group buying per month in initiator’s trust, perceived risk and purchase intention, there are significant differences.
5. Initiator’s trust has significant negative effects on perceived risk；initiator’s trust has significant positive effects on purchase intention；perceived risk has significant positive effects on conformity behavior；conformity behavior has significant positive effects on purchase intention.
Finally, these conclusions provide suggestions as references for elementary school teachers, group buying initiators, vendors, and further researches.
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