The Impact of Trust Formation and Transference on Online Group-Buying Behavior
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 in...
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ndltd-TW-098NKIT53960192016-04-20T04:17:30Z http://ndltd.ncl.edu.tw/handle/61491047000998214810 The Impact of Trust Formation and Transference on Online Group-Buying Behavior 信任形成與轉移對線上團體購物行為之影響 Mei-Yin Chang 張玫茵 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 Meng-Hsiang Hsu 許孟祥 2010 學位論文 ; thesis 85 zh-TW |
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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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author2 |
Meng-Hsiang Hsu |
author_facet |
Meng-Hsiang Hsu Mei-Yin Chang 張玫茵 |
author |
Mei-Yin Chang 張玫茵 |
spellingShingle |
Mei-Yin Chang 張玫茵 The Impact of Trust Formation and Transference on Online Group-Buying Behavior |
author_sort |
Mei-Yin Chang |
title |
The Impact of Trust Formation and Transference on Online Group-Buying Behavior |
title_short |
The Impact of Trust Formation and Transference on Online Group-Buying Behavior |
title_full |
The Impact of Trust Formation and Transference on Online Group-Buying Behavior |
title_fullStr |
The Impact of Trust Formation and Transference on Online Group-Buying Behavior |
title_full_unstemmed |
The Impact of Trust Formation and Transference on Online Group-Buying Behavior |
title_sort |
impact of trust formation and transference on online group-buying behavior |
publishDate |
2010 |
url |
http://ndltd.ncl.edu.tw/handle/61491047000998214810 |
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