| Summary: | 碩士 === 國立高雄第一科技大學 === 資訊管理所 === 98 === There has been a growing interest in examining group-buying behavior from price factor. However, still very few studies examined them from trust, conformity and group efficacy perspectives. In order to explore the group-buying behaviors, this study proposed a Social Cognitive Theory(SCT)-based model that includes group efficacy for personal influences, and conformity beliefs for environmental influences. The study holds that that the facets of Theory of Reasoned Action(TRA)belief
will influence group-buying behavior in group-buying communities. Final, drawing from the literature on trust, trusting beliefs may be developed that four types of group-buying trusting beliefs, and then investigated two group-buying trust-building strategies and trust transference. A questionnaire was adopted for data collection, there are 239 members of well-known shopping community「ihergo」filling out the questionnaires completely, and then evaluated with structural equation modeling, and confirmatory factor analysis was also applied to test if the empirical data conform to the proposed model. First of all, the results indicate that conformity has both direct and indirect effects on group-buying behavior. Second, our findings show that group efficacy have a significant direct effect on group-buying intention and group-buyin behavior. Third, our finds show that four types of trust have a significant direct effect on group-buying attitude. Fourth, our finding show that group-buying attitude have a significant direct effect on group-buying intention and group-buying intention have a significant direct effect on group-buying behavior. Finally, This study finds that two types of trust-building strategies：trust in the website have a significant direct effect on trust in the store and trust in the initiator have a significant direct effect on trust in the members。
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