| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 99 === In recent years, online shopping keeps thriving and derives different modes of shopping, and presently the group-buying is one popular way of consumption. Consumers could fight for the most discounts of products by gathering the quantity of thousands of consumers. The purpose of this research is to explore what factors would give consumers the drives to participate the group-buying. We referred to the consumption value model (Sheth et al., 1991), and considering the viewpoint of social psychology, we also took conformity as a factor for affecting group-buying intention. Moreover, we separated the consumers into participating the group-buying of acquaintances or strangers, in order to examine whether the consumers behaves differently because of the situation.
A total of 632 responses of the paper and internet questionnaires were collected and 626 responses were usable. Then the LISREL was introduced to test the model. The results reveal that, among three consumption value, only emotional value would give consumers the drives to participate group-buying in acquaintance samples, and that both functional value and emotional value would enhance group-buying intention in stranger samples. Also, it was tested that the rise of group-buying participation intention would cause higher group-buying participation behavior. Furthermore, in both two kinds of samples, the social identity would cause the informative and normative conformity stronger. Finally, informative conformity would enhance the group-buying participation intention in both two kinds of samples, but normative conformity would enhance the group-buying participation intention in only acquaintance samples. It shows that only when consumers participate the group-buying held by friends and families, the higher normative conformity would cause the higher group-buying participation intention.
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