Investigation Trust and Purchase Intention toward Grouping Buying From the Perspectives of Elaboration Likelihood Mode

• Main Authors: Yi-Rou Liu, 劉苡柔
• Other Authors: Tzu-en Lu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/88139303592380901782

碩士 === 健行科技大學 === 國際企業管理研究所 === 101 === Group purchase behavior is an emerging shopping and consuming pattern quite favored by consumers in recent years. With the prevalence of group purchase, group purchase website has gradually become a new choice for many consumers; a group of people concentrate the same demand and jointly enhance the bargaining power of commodities through common forces in order to reach a large discount by system price and save the freight. The study makes a discussion with the viewpoint of Elaboration Likelihood Model (ELM) that consumers will be influenced by five dimensions, including the central path (website reputation), peripheral path (the attraction of main purchasers and net friends’ gathering force), purchase intention and group purchase involvement when using group purchase website. The study mainly explored the effect way of central path and peripheral path where three external factors were categorized in order to understand how consumers form purchase intention and adjust variables group purchase involvement to make an impact through different paths factors. The study objects are consumers with group purchase experience in Taiwan, and 350 valid questionnaires were collected, with the effective recovery rate being 77.78%. The study conducted integration and analysis based on survey results and finally drew conclusions and recommendations and managerial implications as reference for future researchers. The study findings are divided into five areas: (A) To explore that website reputation has a positive influence relationship on economic trust type; (B) To understand that the attraction of main purchasers has a positive influence relationship on trust type; (C) To explore that net friends’ gathering force has a positive influence relationship on trust type; (D) To understand that economic trust has a positive influence relationship on purchase intention; (F) To explore that group purchase involvement has influence on the regulation of knowledge trust and purchase intention