| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 98 === Online group buying is a specific transaction mode of online shopping, and it has attracted a large number of customers in recent years. Bulletin Board System (BBS) is the platform customer use most in the past. However, since group buying is more and more prosperous, a new platform－group buying website came out and become customers’ another choice to participate in group buying activity. The purposes of this study are trying to figure out the influence processes that external factors act on perceived value and customers’ group buying website attitude formation and further continuance intention from elaboration likelihood model (ELM) perspective. Five external factors are classified into alternative influence processes, central route and peripheral route, in arousing customers’ perceived value and attitude toward group buying websites. This study further examined how the influence processes vary across customer expertise. Structural equation modeling and hierarchical regression method were used to analyze the data collected from 252 individuals who have group buying website usage experiences in Taiwan. The main finding is that central route factors including argument quality and web quality positively influence perceived value and induce further group buying website attitude, whereas source credibility of peripheral route positively and directly affects group buying website attitude. Also, customer expertise positively moderates the effects of argument quality and tie strength on group buying website attitude. In sum, the specific ELM framework was proved in clarifying the relationship between central route factors, peripheral route factors, perceived value, group buying website attitude, and continuance intention, as well as the moderator customer expertise in group buying website usage.
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