Performance Comparison of Online Group-Buying with Different Pricing Mechanisms from the Viewpoint of Perceived Risk

• Main Authors: Chih-hsun Chueh, 闕志勳
• Other Authors: Hsiang-chu Lai
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/58443637473907813750

碩士 === 國立中山大學 === 資訊管理學系研究所 === 93 === In the group-buying transaction, consumers will not know the final price until the transaction is closed. It means that there are uncertainties of the final price and time to reach a desired price. In other words, consumers have financial risk and time risk in group-buying transactions. In addition, different pricing strategies of group-buying may result in different risks. The purpose of this study is to investigate how the perceived risks of consumers affect their intentions to participate the online group-buying with different pricing mechanisms, i.e. decreasing, neutral and increasing. The result shows that because group-buying models with different pricing mechanisms have different initial prices, final prices and discounts, the risks perceived by consumers are different and then, affect consumers’ intention to participate the online group-buying. Among these three pricing mechanisms, decreasing pricing mechanism makes consumers perceive higher risk than other pricing mechanisms because its initial price is higher. The more the consumers’ perceived risks are, the lower the consumers’ intentions to participate the online group-buying are. Therefore, group-buying with decreasing pricing mechanism can not attract consumers to join the online group-buying efficiently. Furthermore, this study finds that perceived usefulness and satisfaction affect consumers’ intentions to participate the online group-buying significantly. In addition, all consumers’ perceived risks, perceived usefulness and intentions to participate online group-buying influence consumers’ actual participating behavior significantly.