A Study of Using AHP Exploring the Key Factors of Group Buying Behavior

• Main Authors: Mei-Ting Huang, 黃美婷
• Other Authors: Chien-Hui Yang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/9zgf6a

碩士 === 元培科技大學 === 企業管理研究所 === 100 === The rapid development of the Internet and the growth of e-commerce make economic transition, social transformation, the traditional business model has been changed, and the scale of online shopping has been rapidly increased. Internet not only makes the cost of gathering information lower, gaining information faster, but also created a new revolution in the commercial channel - online shopping. Furthermore, because of economics depression in recent years, when a large group of people are willing to buy the same item, these people buy goods online together in order to get discount prices from retailer to reduce prices, group buying online is more and more popular. Therefore, this study first uses literature review research to define the factors of choosing group buying of Taiwanese consumers. Then this study adopts modified Delphi method and Analytic Hierarchy Process to identify the key factors of choosing group buying. The results of this study can provide the retailer to develop marketing strategy in order to increase the profits.