The Study of Conformity and Online Group-buying Behavior

• Main Authors: Hsi, Jui-Yu, 郤瑞育
• Other Authors: Huang, Jen-Hung
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/17719679622930110695

碩士 === 國立交通大學 === 管理科學系所 === 97 === As the era of electronic commerce has come, on-line shopping is one of the main shopping channels for modern consumers, on-line shopping has several advantages, just-in-time service and convenience, which makes it the new version of shopping mode- “group-buying”. Group-buying in definition is a transaction mode made in order to satisfy various people’s needs. The need could simply for free merchandise transportation or cut price down by volume order. This study can be divided into two parts. The first part discussed about the factors that influence people’s behavior of conformity by sending questionnaires to collect data, therefore it only emphasis on individual aspect. From factor analysis, four factors are chosen for further discussion: public self-consciousness, obedience, self-confidence, attention-to-social-comparison information. The second part focused on factors influence consumers’ willingness of group-buying. Seven factors induced form literature reviews and investigations are: conformity, initiator’s trust, risk level, electronic word-of-mouth, price discount, convenience, information. This study gathered data from consumers having group-buying shopping experiences to understand which factors affect their willingness to group-buying. The research framework is built by factor analysis, and structural equation modeling is used to analyze data. It is supported that consumers who have more positive public self-consciousness, obedience, and attention-to-social-comparison information are easier to have conformity. Factors of consumers joining group-buying transaction are normative conformity, general information and advertisement information. After analysis, the results showed that it has positive influence on consumers’ decision on joining group-buying transaction when consumers have high conformity, highly trust on initiator, low risk on transaction, higher discount rate the transaction can bring and more positive the general information provided on websites.