| Summary: | 碩士 === 國立臺北商業技術學院 === 商學研究所 === 99 === The Internet become common in recent years, and along with the economic recession, so that online Group-Buying taking advantage of it , become a new trend. Previous studies investigate the issues related to the price mechanism, price information, perceived risk, promotion and customer satisfaction and other factors on consumer purchase intention. However, influence consumer purchase intention factor, but there are other aspects of the psychological factors that can be explored. This study explores the relationship among consumers’ perceived risk, perceived value, social-psychological factors, and their online group-buying willingness. From 374 peoples that who had the group-buying experience, and the results of this study indicate that (1) perceived risk have insignificant effect on their online group-buying willingness. (2) Perceived value have positive significant effect on their online group-buying willingness. (3) Trust on Group-Buying Initiator have partial moderating effect. (4) Conformity has no moderating effect.
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