The Effects of Regulatory Focus on Group Buying Intention: The Moderating Role of Tie Strength and Language Abstraction.

• Main Authors: Cheng-Yu Kao, 高正宇
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/74532059944053700204

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.