| Summary: | 碩士 === 中原大學 === 國際貿易研究所 === 98 === Group buying is a trend; it is also the hottest topic of the moment. Its popularity rises as the economy declines. To economize Internet shoppers, group buying online is a great way to get discount from the factory store. Therefore, we can see group buying and conformity are in close relationship. As to business owners seeking profit, if they want to stand out in the majority of stores and get attention, they must consider consumer aspects of online group buying on social, personal, psychological point of view.
This research collected 650 copies of samples through online survey. Structural equation modeling was the research method. Through LISREL8.3 to get confirmatory factor analysis and structural equation modeling analysis, the research concluded current social aspects: online recommendation, media recommendation, personnel recommendation, and social influence and their positive influence. Personal aspect: compliance, attention-to-social-comparison-information, positive influence of social influence and conformity, Psychological aspect: financial risk, performance risk, social risk, and negative influence of conformity. Social influence aspect: information influence, normative influence, positive influence of conformity, conformity, and positive influence of purchase intention.
The result of this research may be used for reference for online group buying business owners: online group buying business owners should utilize online recommendation, media recommendation, and personnel recommendation to increase shopper consuming willingness, and lower shopper’s doubts about any risks. Also, the businesses should utilize the power of groups to increase online sales.
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