A Study of the Relationship among Perceived Risk, Perceived Value, Bandwagon effect, and Group-buying willingness of Elementary School Teachers in Kaohsiung City

• Main Authors: Ying-Chen Sun, 孫瑛珍
• Other Authors: Hsiu-Fen Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/5f2vdg

碩士 === 義守大學 === 管理碩博士班 === 102 === Group-buying is a popular shopping behavior nowadays; participating in office group-buying also becomes the most common event on elementary school campus. Beside the price discount which affects office group-buying willingness between elementary school teachers, there should be some other perspectives can also be discussed.The purpose of this research is not only to investigate current status of perceived risk, perceived value, bandwagon effect, and office group-buying willingness behavior between Kaohsiung elementary school teachers, but also to investigate the differences and relationship of perceived risk, perceived value, and office group-buying willingness behavior in different circumstances.This paper uses questionnaire method and takes public elementary school teachers in Kaohsiung as targets to finish this research in stratified cluster sampling. 441 valid samples have been collected and analyzed.Following assumptions are based on the analysis results. Elementary school teachers in Kaohsiung are not only think highly of performance risk in perceived risk, but also think highly of social relationship benefit in perceived value. Different backgrounds of elementary school teachers in Kaohsiung have some differences in perceived risk, perceived value, and group-buying willingness. Elementary school teachers in Kaohsiung showed significant correlation in perceived value and group-buying willingness. Elementary school teachers in Kaohsiung showed significant positive influence in perceived value and group-buying willingness. Bandwagon effect has moderating effect in perceived risk to elementary school teachers in Kaohsiung, and it also increased the willingness of office group-buying.Finally, this research provides suggestions as references for related industries, elementary school teachers, and further researches.