The Effects of Regulatory Focus on Group Buying Intention: The Moderating Role of Tie Strength and Language Abstraction.
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 intent...
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ndltd-TW-099NTUS51210712015-10-13T20:09:33Z http://ndltd.ncl.edu.tw/handle/74532059944053700204 The Effects of Regulatory Focus on Group Buying Intention: The Moderating Role of Tie Strength and Language Abstraction. 不同關係強度與語言抽象性下規範焦點對合購意願之影響研究 Cheng-Yu Kao 高正宇 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. none 葉明義 2011 學位論文 ; thesis 35 zh-TW |
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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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none Cheng-Yu Kao 高正宇 |
author |
Cheng-Yu Kao 高正宇 |
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Cheng-Yu Kao 高正宇 The Effects of Regulatory Focus on Group Buying Intention: The Moderating Role of Tie Strength and Language Abstraction. |
author_sort |
Cheng-Yu Kao |
title |
The Effects of Regulatory Focus on Group Buying Intention: The Moderating Role of Tie Strength and Language Abstraction. |
title_short |
The Effects of Regulatory Focus on Group Buying Intention: The Moderating Role of Tie Strength and Language Abstraction. |
title_full |
The Effects of Regulatory Focus on Group Buying Intention: The Moderating Role of Tie Strength and Language Abstraction. |
title_fullStr |
The Effects of Regulatory Focus on Group Buying Intention: The Moderating Role of Tie Strength and Language Abstraction. |
title_full_unstemmed |
The Effects of Regulatory Focus on Group Buying Intention: The Moderating Role of Tie Strength and Language Abstraction. |
title_sort |
effects of regulatory focus on group buying intention: the moderating role of tie strength and language abstraction. |
publishDate |
2011 |
url |
http://ndltd.ncl.edu.tw/handle/74532059944053700204 |
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