| Summary: | 碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 95 === The use of the Internet network has already become a part of our habits and customs gradually. According to the results of YAM’s research－ 2005 Taiwan networks use and investigate, the proportion of shopping at network is up to 62% in the past half years, and the price is the main reason that influences shopping at network. Due to economic depression recently, the purpose of buying products for many consumers is to save money. Therefore, PTT develops a new buying type － internet group buying. However, most studies in the past only focused on the pricing way, characteristics and types of group buying websites. Furthermore, in agricultural era, the behavior of group buying has already emerged. Thus, our main purpose is to analyze the impact of physical and internet group buying on purchase intention. In addition, we employ positive and negative word-of-mouth and the importance of information search as the interference factors, the ones measured separately and related with main result.
Our research adopts the experimental design, in accordance with group buying information of ELATE PUDDING as situation simulation. There are three procedures. First, investigate the relationship between group buying types and purchase intention. Second, investigate whether positive and negative word-of-mouth has interference effects on the correlations between group buying types and purchase intention. Third, investigate whether the importance of information search has interference effects on the correlations between group buying types and purchase intention. This research objects are office workers and students, carrying on the experiment by way of distributing the questionnaire edition at random. Totally 480 questionnaires were sent out and 370 responses were valid data. By using SPSS10.0, we obtain the following research results:
1. It shows that different group buying types have significant effects on purchase intention. In other words, the purchase intention of internet group buying is higher than that of physical group buying.
2. The positive and negative word-of-mouth has interference effects on the correlations between group buying types and purchase intention. Namely, there is no significant difference between the purchase intention of physical and internet group buying when the word-of-mouth is positive. However, the purchase intention of internet group buying is higher than that of physical group buying when the word-of-mouth is negative.
3. The importance of information search has interference effects on the correlations between group buying types and purchase intention. Namely, when customers consider time of group buying is the most important; the purchase intention of internet group buying is higher than that of physical group buying. There is no significant difference between the purchase intention of physical and internet group buying when customers consider product’s price or place of group buying is the most important.
4. There isn’t a three-way interaction among different group buying types, positive and negative word-of-mouth, and the importance of information search.
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