A Consumer’s Group-Buying Intention Study from Social Exchange Theory Perspective

• Main Authors: Ying Liao, 廖瑩
• Other Authors: Ling-Hsing Chang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/06375218892647171856

碩士 === 國立屏東商業技術學院 === 資訊管理系(所) === 99 === In the present prices, online group-buying has become a good way to save money, because it is through the initiator launch group-buying on the online group-buying website, to the amount of system price, which allows the goods than the other way to be more expensive to buy . In this study, social exchange theory as the theoretical foundation, coupled with buying habits (impulse buying, hedonic need) and subjective norm dimension, to explore consumers’ intention to join online group-buying. The study by questionnaire survey to collect online group-buying memberships’ intention to join online group-buying, and language analysis with dry analysis consumers’ reviews of the initiator. The results showed: (1)The website’ reputation, subjective norm, hedonic need, the initiator’ commitment has significant effects on consumers’ intention to join online group-buying; (2)The subjective norm has significant effects on impulsive buying; (3)The website’ reputation has significant effects on consumers’ trust of website and initiator; (4)Reviews of the quality has significant effects on consumers’ trust of initiator; (5)The consumers’ trust of initiator has significant effects on initiator’ commitment; (6)In this study, it is important to found the initiator’ commitment plays a mediator to consumers’ trust of initiator and consumers’ intention to join online group-buying. Finally, introduction academic and practical contribution of this study.