| Summary: | 碩士 === 銘傳大學 === 應用統計資訊學系碩士班 === 102 === In recent years, the development of Internet that consumers buy something online to replace physical store. The rise of group buying websites which are in Taiwan, and it gets a total turnover of four billion in 2012. Group-buying websites are important in online shopping market. Therefore, this study uses the world''s largest group buying websites “Groupon” as a research platform. To explore the impact of reputation, interaction and relationship investment on relationship quality respectively, and the relationship between quality and loyalty by using a two-stage concept to measure relationship quality by trust, satisfaction and commitment. Moreover, this study adopts online questionnaire, 399 questionnaires were responded from Groupon members in Taiwan. A Structural Equation Modeling was applied to data analyze. The empirical results indicate that reputation, interactive and relationship investment have positive impact on relationship quality respectively, and relationship quality has positive impact on customer loyalty. In order to achieve sustainable development, we can increase customer loyalty to reduce the cost of group buying websites, and maintain long-term trade with customers.
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