An factorial study on the group-buying model of Groupon affecting consumers’intensions

• Main Authors: To-hao Chen, 陳拓豪
• Other Authors: Pin Luarn
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/26048988349674425754

碩士 === 國立臺灣科技大學 === 企業管理系 === 99 === The size of online shopping market in Taiwan is growing year after year, and the business model of group-buying also keeps changing. According to the report published by MIC in 2010, “The most often type online shopping mode used by Internet users,” showing that 20% of the participants have participated in group-buying activities, and about 18% participants at least once a month. Since Groupon Co. founded 2008 in Chicago, it launched the new-style group-buying model, leading a large number of e-commerce websites to follow it and making this new model go throughout the world. Also, Taiwan is on the pace of this new trend. The purpose of this study is based on the exploratory research, along with quantitative statistical methods, to explore the impact of consumers’ intentions to adopt the group-buying model of Groupon. The results showed: 1. Conformity have no effect on consumer’ intension to participate Group-buying model of Groupon. 2. Time pressure have no effect on consumer’ intension to participate Group-buying model of Groupon 3. Perceived value have positive effect on consumer’ intension to participate Group-buying model of Groupon. 4. Perceived risk have negative effect on consumer’ intension to participate Group-buying model of Groupon. 5. Usefulness have positive effect on consumer’ intension to participate Group-buying model of Groupon. 6. Price discounts have positive effect on perceived value. 7. Ease of use have positive effect on usefulness.