A Study of the effects on Word-of-Mouth and Conformity for Consumers’Intentions to Join Group Buying -A Case Study of "Food Group-Buying"

• Main Authors: TSUNG-WEI PAN, 潘倧偉
• Other Authors: I-Chiang Wang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/51651813807469155653

碩士 === 南台科技大學 === 行銷與流通管理系 === 98 === According to the introduction of newspapers and magazines, and word of mouth around a friend, a growing number of consumers that can Group buying to buy the products needed to reduce the amount of product purchased, and because of the way word of mouth, consumers have more opportunities to pick up the information received positive or negative, through word of mouth information transmission would affect consumers made purchase decisions, and thus affect buying behavior. According to a report by JupiterResearch, users make purchasing decisions, it believe the views of their peers, far beyond the traditional online advertising three times. So you can see that consumers buy products, in addition to reference peer advisers, would refer to the views of other consumers around, and on the basis of its advice to determine their own purchased, so that consumers are Renzhihaishi irrespective Emotions, intentions, or behavior, at least affected by the groups and others, and this is word of mouth, and Conformity impact on consumers. This study, we explored when the consumers have to Group buying, if you receive word of mouth, and Conformity, what kind of effect produced by relatively large, but also what factors were Group buying for the effect caused by the expected results fail to reach the original and word of mouth and the existence of herding behavior of mutual influence between the relationship and whether the reputation and following two intentions will affect consumer groups. The study questionnaire was used mainly for food Group buying off consumers based research object, total 450, number 393 effective questionnaires were, through regression analysis to test hypotheses of this study do analysis of the findings are: (1) the Conformity than word of mouth the greatest impact on the Group buying intentions. (2) positive than negative word of mouth word of mouth the greatest impact on the Group buying intent. (3) Conformity has positive effects on the Group buying intentions. (4) word of mouth and Conformity has a positive impact on the effect of each other there.