A Consumer’s Group-Buying Intention Study from Social Exchange Theory Perspective
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 ex...
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ndltd-TW-099NPC053960082015-10-13T20:22:50Z http://ndltd.ncl.edu.tw/handle/06375218892647171856 A Consumer’s Group-Buying Intention Study from Social Exchange Theory Perspective 以社會交換理論探討消費者對團購意圖之影響 Ying Liao 廖瑩 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. Ling-Hsing Chang 張玲星 2011 學位論文 ; thesis 100 zh-TW |
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Others
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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.
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author2 |
Ling-Hsing Chang |
author_facet |
Ling-Hsing Chang Ying Liao 廖瑩 |
author |
Ying Liao 廖瑩 |
spellingShingle |
Ying Liao 廖瑩 A Consumer’s Group-Buying Intention Study from Social Exchange Theory Perspective |
author_sort |
Ying Liao |
title |
A Consumer’s Group-Buying Intention Study from Social Exchange Theory Perspective |
title_short |
A Consumer’s Group-Buying Intention Study from Social Exchange Theory Perspective |
title_full |
A Consumer’s Group-Buying Intention Study from Social Exchange Theory Perspective |
title_fullStr |
A Consumer’s Group-Buying Intention Study from Social Exchange Theory Perspective |
title_full_unstemmed |
A Consumer’s Group-Buying Intention Study from Social Exchange Theory Perspective |
title_sort |
consumer’s group-buying intention study from social exchange theory perspective |
publishDate |
2011 |
url |
http://ndltd.ncl.edu.tw/handle/06375218892647171856 |
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