| Summary: | 碩士 === 國立中央大學 === 資訊管理學系 === 101 === Online users complete the trivia over the network such as shopping, entertainment and social activities as e-commerce becomes matures. The volume transaction of online group buying is growing these years, and the proportion of consumers to participate in this activities reached 46.80% in 2013. This study investigated the consumers’ trust and subsequent behavior under the background of online group-buying.
This study discussed the connection among word-of-mouth (WOM), trust, participation in group-buying and intention to recommend. “Goods” and “initiator” are two important roles in a group-buying activity. “Goods” means the merchandise that buyers want to buy in a group-buying activity. “Initiator” is the person who initiated this activity, who is not only responsible to contact with the seller for the sum of orders, total cost, also contacting other buyers in the group for personal order quantity, amount, shipping, and so on. This study explore whether the “product WOM” and “initiator WOM” will positively influence consumers’ trust with experimental methods in this research. This study try to test whether the “WOM” and “emotion” have the interaction through using “emotion” as the moderator between WOM and trust. Then explore how the degree of consumer’ trust influences their subsequent behavior, such as the intention of participation in group-buying and recommendation.
The results show that the “product WOM” and “initiator WOM” will positively affect the consumers’ trust on products and initiator, and existing interactions between “WOM” and “emotional”. When the level of consumers’ trust on products and initiator become higher, the intention of participation in a group-buying activity and recommending the activity is also higher simultaneously. Finally, this study proposed the managerial implications based on the experimental results. First, group-buying industry should pay attention to consumers’ reviews on the Internet and give appropriate responses. Also, these related units can collect the product assessments regard the emotion, and used these comments as the advertisement to increase consumers' willingness to join the group-buying activity.
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