Effects of Social Influence onTheir Acceptance of Online Group Buying

• Main Authors: Wen-ting Yeh, 葉雯婷
• Other Authors: Ming- hsien Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/15199280599291061586

碩士 === 大同大學 === 資訊經營學系(所) === 99 === As in recent years, the prevalence of online group buying, the people involved have a wide range from professional to the age of purchase of the product is also strange. As Internet penetration driven e-commerce, network message communication with fast, easy for consumers to gather to discuss mutual influence, and even purchase products gathered not only to the amount of system price and save on shipping, you can also make friends on the Internet . This study investigated the reputation, conformity, a critical mass of three different social factors and customer satisfaction and the relationship between online group buying intention. Because of the online group buying lead time, place of delivery constraints, in the end the consumer will be affected by any factors, it is willing to participate in such activities. Expected to be word of mouth, conformity, a critical mass of these three options for the set of positive influence on intent, and these three also have a positive impact, and word of mouth of the collective has positive effects conformity; that is, 1. word of mouth significantly affect the online group buying intentions; 2. conformity significantly affect the online group buying intention; 3. word of mouth significantly affect the online group buying intention; 4. the consumers’ satisfaction significantly impact conformity. Based on the results of this study provides suggestions to the operator of online group buying according to the results and possible future research direction to the studied issue.