| Summary: | 碩士 === 逢甲大學 === 企業管理學系 === 101 === Along with advanced progress in technology, the consumer behavior has changed radically, physical retail store is not the only shopping environment anymore, e-commerce becomes another choice. Even in the online shopping enviornment, the mode of consumption has extended from individual consumption to gathering enough people for unbelievable discounts, and this is why online group buying becomes extremely popular. In Taiwan, online group market grows stably and still draws other new visitors to participate in this new style activity, showing that there are many business opportunities out there. However, because there are lots of competitors for consumer to choose, every single website gets limited and few favor from online group buyers. Moreover, Taiwan consumers show high impusive buying tendency in online shopping enviornment, and all the advantages of online group buying increase opportunities for impulse buying. In the face of fierce competition, managers should think the way to attract consumer and stimulate their impulsive buying intention so that businesses can banlance the cost of recruiting new customer with benefits.
S-O-R model are used to explain how do individual react to environmental stimuli. Especially, we can distinguish stimuli into two parts, task-relevant and mood-relevant stimuli, giving researchers a very distinct way to find the antecedents of consumer reaction and behavior. Because outer stimulus plays a very important part in impulse buying, this research framework is based on S-O-R model, then finding out the adequate factors while reviewing previous studies. Futhermore, individual characteristics cause different consumer behaviors, self-confidence and trust propensity were used as moderator variables, expecting to explore the impulse buying behavior of online group buying more deeply. Data was collected from users who have online group buying experiences in Taiwan, investigating the relationship among outer stilmuli, inner reaction and impulse buying behavior of online group buying to which the moderating roles of self-confidence and trust propensity are concerned. The results indicate that information fit-to-task, convenience, price attribute, social influence and vendor&;#39;s creativity have positive effect on perceived usefulness. Additionally, product attractiveness, information fit-to-task, convenience, price attribute, social influence and vendor&;#39;s creativity have positive impact on perceived enjoyment. Operators of group buying websites should pay attention on reinforcing the quality and advantages of these outer factors so as to enhace consumer&;#39;s shopping emotion and positive evaluation about online group buying. Specifically, the result suggests the importance of affective reaction of impulse buying, managers should endeavour to minimize the time of rational thinking, arousing consumers&;#39; hedonic shopping value and implulsive buying desire. Futhermore, the moderating effect of self-confidence is confirmed, when the consumer&;#39;s self-confidence is relatively high, the impact of perceived enjoyment on impulse buying is minimized, managers must provide more exciting activity, assisting them in having enjoyable shopping experience in order to increase the opportunity of impulse buying behavior. Moreover, trust propensity has no moderating effect on users’ perceived enjoyment and urge to buy impulsively.
|
|---|
