| Summary: | 碩士 === 長庚大學 === 資訊管理學系 === 100 === The increasingly convenient online shopping drives a wave of online “group-buying.” Prices of goods could be lowered if cumulative quantities are more than a desired level in the context of group-buying. Then, consumers could pay less money and take less risks for acquiring goods. An activity of group-buying is originated by an “initiator.” The “initiator” is in charge of several tasks, such as contacting the seller, discussing discount with the seller, shipping goods, and reporting progress of shipment status, dealing with conflicts, and so on. The initiator is a mediator between sellers and members of an activity of group-buying. Accordingly, the initiator’s reputation is especially important to consumers’ intention towards joining an activity of group-buying. This study focuses on investigating antecedents and effects of initiators’ word of mouth on consumers’ intention of joining group-buying from the perspective of information adoption model. In addition, this study considers effects of merchandise attractiveness and positive/negative word of mouth as moderators of a relationship between intention to adopt initiators’ word of mouth and intention to joining group-buying. This study conducted a laboratory experiment for data collection. This study design an artificial website and design eight scenarios for the experiment. Subjects are recruited from Chang Gung University. Results show that information comprehensiveness and information relevance significantly affect information usefulness. Consensus and emotional expression are irrelevant to information usefulness. Information usefulness significantly influence intention to adopt information, but there is no significant association of information to adopt information and intention to purchase goods. Merchandise attractiveness and positive/negative WOM moderate the relationship of intention to adopt information and intention to purchase goods.
|
|---|
