An Empirical Study of the Impact of Conformity on Online Group-Buying Behavior from Theory of Reasoned Action

• Main Authors: Li-ChingChen, 陳麗卿
• Other Authors: Ming-Tien Tsai
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/78097683619284967960

碩士 === 國立成功大學 === 工學院工程管理碩士在職專班 === 100 === Group-Buying, a hottest topic, is the most popular consumption way for consumers recently. Consumers, beyond geographical limits, with similar demands for some product and service create the power of group to obtain bargaining chips for lower product prices(Rezabakhsh, 2006). It’s hard to resist the temptation of better bargaining power gained by gathering consumers in the buying price-increased era while the salary level has remained the same. The developments of electronic commerce and internet have made online shopping easier and more efficient that consumers from all over the world have chance to get better purchase conditions through group-buying because of the borderless network; at the meantime, sellers can reduce promotion and marketing cost. Therefore, group-buying is a beneficial business model for buyers and sellers(Yamanoto and Sycara, 2001). The goal of online group-buying is to create a win-win mechanism between consumers and suppliers in e-commerce by making each party better off(Kauffman et al. 2010). This research is based on Theory of Reasoned Action (TRA) ＆ Technology Acceptance Model (TAM) , analyzing the influences on online group-buying from four aspects of “Perceived ease of use”, “Perceived usefulness”, “ Conformity”, and “Subject Norm”. The questionnaires were put on internet and distributed to friends via convenience sampling and Snowball sampling. A total of 490 copies of questionnaires were received and 361 copies were effective. The effective returns-ratio is 71%. The data were analyzed and verified using descriptive statistics, factor analysis, reliability analysis, regression analysis and structural equation models. The analysis results are summarized as below: 1. Online perceived usefulness and online perceived ease of use have significantly positive impacts on online group-buying attitude. 2. Conformity has a significantly positive impact on group-buying subject norm. 3. Online group-buying attitude has a significantly positive impact on online group-buying intention. 4. Subject norm has a significantly positive impact on online group-buying intention. 5. Group-buying intention has a significantly positive impact on online group-buying behavior