The Impact of Virtual Community Members Group-Buying Motivation on Group-Buying Behavior–The Moderating Effects of Electronic Word-Of-Mouth
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...
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ndltd-TW-098STUT06910022016-04-25T04:26:59Z http://ndltd.ncl.edu.tw/handle/92238595678794027126 The Impact of Virtual Community Members Group-Buying Motivation on Group-Buying Behavior–The Moderating Effects of Electronic Word-Of-Mouth 虛擬社群成員合購動機對合購行為之影響:以電子口碑為干擾變數 Fang-Yi Lu 呂芳儀 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. Shyh-ming Huang 黃識銘 2010 學位論文 ; thesis 131 zh-TW |
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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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author2 |
Shyh-ming Huang |
author_facet |
Shyh-ming Huang Fang-Yi Lu 呂芳儀 |
author |
Fang-Yi Lu 呂芳儀 |
spellingShingle |
Fang-Yi Lu 呂芳儀 The Impact of Virtual Community Members Group-Buying Motivation on Group-Buying Behavior–The Moderating Effects of Electronic Word-Of-Mouth |
author_sort |
Fang-Yi Lu |
title |
The Impact of Virtual Community Members Group-Buying Motivation on Group-Buying Behavior–The Moderating Effects of Electronic Word-Of-Mouth |
title_short |
The Impact of Virtual Community Members Group-Buying Motivation on Group-Buying Behavior–The Moderating Effects of Electronic Word-Of-Mouth |
title_full |
The Impact of Virtual Community Members Group-Buying Motivation on Group-Buying Behavior–The Moderating Effects of Electronic Word-Of-Mouth |
title_fullStr |
The Impact of Virtual Community Members Group-Buying Motivation on Group-Buying Behavior–The Moderating Effects of Electronic Word-Of-Mouth |
title_full_unstemmed |
The Impact of Virtual Community Members Group-Buying Motivation on Group-Buying Behavior–The Moderating Effects of Electronic Word-Of-Mouth |
title_sort |
impact of virtual community members group-buying motivation on group-buying behavior–the moderating effects of electronic word-of-mouth |
publishDate |
2010 |
url |
http://ndltd.ncl.edu.tw/handle/92238595678794027126 |
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