| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 99 === This research is focus on the group-buying intention of different regulatory-focused consumers when they experience different tie strength and description way of group-buying message. In study1, we compared the influence of regulatory focus on group-buying intention in different tie strength between buyer and seller. The result showed that prevention-focused individuals have more group-buying intention in strong tie, whereas promotion-focused individuals have more group-buying intention in weak tie. In study2, we modified the paying condition (pre-paid vs. post-paid) and brand awareness of group-buying goods, and offsetting the interaction of tie strength and regulatory focus in study1. Finally, we confirmed that promotion-focused individuals are more likely to joint group buying than prevention-focused individuals when group-buying message is described by abstraction language, whereas prevention-focused individuals have more group-buying intention when group-buying message is described by concrete language.
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