The Study of Electronic Word-of-Mouth, Conformity,Perceived Value and Group-purchasing Intention

• Main Authors: Peng, Nien Tzu, 彭念慈
• Other Authors: Li, Chung Kai
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/93515397662716907692

碩士 === 嶺東科技大學 === 國際企業研究所 === 100 === Under current consumption mode which consumers were pursuing more economical shopping patterns, there was a consequent wave of group purchasing emerging. The purchasing pattern of the group purchasing was indeed easy to stimulate consumers to impulse buying, that was the ‘’Conformity Behavior’’ mentioned in psychology, which has a close relation with the group purchasing. As the rise in decision-making power of consumers during their purchasing decision-making progress, consumers are no longer receiving the information of merchandise passively, but actively searching for the experience sharing from the internet and taking it as reference. In hence, consumers have gradually regarded the reputation of merchandise on the Internet as a purchasing reference. Except the above factors, while consumers are purchasing, the perceived value was also considered one of important factors, that the merchandise value in customers’ mind if worth to buy, that was called “Customer Perceived Value”. Therefore this study aims to clarify the relationship among electronic word of mouth, Conformity behavior, customer perceived value and group-purchasing intention, and further investigate the mediator effect of perceived value on eWOM, conformity and group purchasing intention. The results of this study found that electronic word of mouth and conformity (informational、normative influence) has positive significant impact on perceived value; perceived value has positive significant impact on group-purchasing Intention ;perceived value quality mediates the effects between electronic word of mouth search attitude and group-purchasing intention; perceived value quality mediates the effects between Conformity behavior (informational, normative influence) and group purchasing intention. Based on the research findings, the managerial implications, limitation of this study, and suggestion for future research are provided.