| Summary: | 碩士 === 國立高雄第一科技大學 === 資訊管理所 === 98 === Are trust and risk important in consumers'' online grouping-buying decisions? What are the antecedents of trust formation, transference and risk in this context? How do these affect an online grouping-buying decision? Online grouping-buying involves more uncertainty and risk than traditional shopping. These phenomena are even obvious in online group-buying. Futhermore, the study i) develops a theoretical framework describing the trust-based decision-making process a consumer uses when making a grouping-buying from a given site, ii) tests the proposed model using a Structural Equation Modeling technique on online grouping-buying behavior data collected via a Web survey, and iii) considers the implications of the model. In order to determine key factors that influence the attitude, 14 assumptions are proposed and 251 effective questionnaires are collected from a famous online group-buying website (ihergo). This study helps to discover motive and incentive under a group-buying behavior and investigate the cause how a group-buying site would flourish or decay. Suggestions are provided that the following studies may focus on the antecedents of trust formation, transference and risk affairs. The implications for theory and practice and future research directions are discussed
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