ANTECEDENTS AND CONSEQUENCES OF PERCEIVED RISK AND TRUST ON INITIATOR IN ONLINE GROUP BUYING—THE MODERATING EFFECTS OF BUYER-INITIATOR RELATIONSHIP AND PRODUCT INVOLVEMENT

• Main Authors: Yen-ling Liu, 劉晏伶
• Other Authors: Pi-chuan Sun
• Format: Others
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/44120648364331495026

碩士 === 大同大學 === 事業經營學系(所) === 98 === In recent years, the booming development of the electronic commerce has been accelerating the growth of Taiwan's online shopping market. Online group buying is a new way of online shopping, based on the network platform to aggregate buyers’ needs, and to obtain the benefit of quantity discount. However, trust on initiator has become an important factor because it is uncertain and risky in the context of online group buying. Besides, the buyer-initiator relationship was no longer confined to family as well as friends, and buyers could buy a variety of products by aggregating other buyers’ demands. Hence, for initiators of online group buying, the key issues are to understand the factors which affect intentions of attending online group buying. The participants of this study are those who have experiences of attending of online group buying. Five antecedents (such as reputation, interaction, disposition to trust, uncertainty avoidance and subjective norm) of perceived risk and trust on initiator examined, and in turn the impacts of trust on initiator and perceived risk upon intention of attending online group buying were tested. The influence of perceived risk upon trust on initiator was also included in the model. Buyer-initiator relationship and product involvement were considered as moderators in this research model. The empirical result of this study shows that there are significantly positive effects of reputation, interaction, disposition to trust, uncertainty avoidance and subjective norm upon trust on initiator. On the other hand, only interaction is able to reduce perceived risk. Furthermore, this study finds that the buyer-initiator relationship influences trust on initiator, and trust on initiator has stronger impact on intention of attending online group buying than perceived risk. This study also proves that when buyer and initiator are unfamiliar with each others or buyers have higher product involvement, the effect of perceived reputation upon the trust on initiator will be stronger, and the effect of buyer-initiator interaction on reducing risk will be stronger, too.