An Empirical Study of Continuing Usage in Group-Buying Websites

• Main Authors: Chih-Yuan Wang, 王致遠
• Other Authors: Yi-Wen Fan
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/38032575857949788765

碩士 === 國立中央大學 === 資訊管理研究所 === 98 === In recent years, the number of goods purchased through the group-buying has been growing year by year in Taiwan. Using the group-buying to purchase goods has been increasing year by year. Participants who use the group-buying websites as an intermediary platform will easily concentrate the people who want to buy the same goods and can negotiate directly with suppliers to obtain price discounts. However, pursuit of market share growth for the group-buying websites, we need to enhance the retention of existing customers, because long-term stability of the customers is the source of company profits. The main purpose of this study is to find out factors of continuing usage in the group-buying websites. To propose a theoretical model suitable for use in the group-buying context through literature review. Questionnaire was used in this study. A total of 289 valid samples were collected and used AMOS 18.0 for SEM analysis. The hypothesis was supported by the results. The results show that: (1) the perceived usefulness has positive effect on satisfaction; (2) the perceived usefulness has positive effect the intention on continuance using group-buying websites; (3) the price perception has positive effect the confirmation; (4) the confirmation has positive effect the perceived usefulness; (5) the confirmation have positive effect on satisfaction; (6) the satisfaction has positive effect the intention on continuance using group-buying websites. On the whole, most of hypotheses were supported. Implications are also provided.