| Summary: | 碩士 === 南台科技大學 === 行銷與流通管理系 === 98 === Thanks to the world’s advancement of internet technology,online
group-buying has become an important issue in consumer behavior of electronic commerce. It accumulates demand of consumers to gather the bargaining power in order to get a volume discount or better purchase conditions through the internet. The beginning motivation of online group-buying is price, but the online community has generated for a long time. The consumers will be impact of the social and psychological dimensions.At first, this article tries to explore virtual community members’ group-buying motivations and integrate with economic（price discount and convenience）, social（norm of reciprocity and conformity）and psychological dimensions （sense of trust and belonging）.Secondly, after group-buying, whether the group-buying intentions and group-buying behavior will be affected once again by the original motivations.At last,this article will explore whether the relationship between group-buying intentions and actual group-buying behavior will be moderating by positive and negative electronic word-of-mouth.A questionnaire survey was conducted on 213 virtual community members with online group-buying experiences through the internet. The results show that community members are significantly affected their group-buying intentions by price discount,convenience , conformity of the community members, and sense of belonging to the group-buying community website, but not by norm of reciprocity and sense of trust. The actual group-buying behavior is affected by group-buying intentions. Besides, positive and negative electronic word-of-mouth actually moderate the relationship between group-buying intentions and actual group-buying behavior.Finally, according to the results, the management implication and future research directions are discussed.
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