The impact of conformity and transaction cost theory on online group-buying behavior

• Main Authors: Kuei-Yu Pan, 潘貴鈺
• Other Authors: Chia-Hui Yen
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/27158019792081281181

碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 98 === Recent years online group-buying was quite popular in Taiwan and attracted many consumers to involve in it. After surfing ihergo group-buying website, many participants liked to buy specific goods. Why were these merchandises attracted? Price cheaper? Or quantity better? Or conformity of group-buying? On the other hand, there are many differences in website buying and physical buying. Through online buying, consumers couldn’t see the physical products and would feel uncertainty (including quantity of merchandises, evaluation of seller and trust of initiator). Under asymmetric information, how could it affect intention of online group-buying? Based on conformity and transaction cost, the summery of salient findings are following: 1.As joining in online group-buying, the conformity of members would increase group-buying intention. 2.Personal characteristics would decrease the conformity of online group-buying; reference group would increase the conformity of online group-buying. 3.Transaction cost of online group-buying would not significantly decrease group-buying intention. 4.Reciprocal characteristics, negotiation characteristics and buying frequency would decrease the transaction cost of online group-buying; asymmetric information would increase transaction cost, but product uncertainty not.