| Summary: | 碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 102 === In recent years, e-commerce platform become mature and stable, group buying became more and more popular, many group buying website face to fierce competition and competitor, group buying website varies greatly, group buying website must upgrade the quality to meet consumer demand.
In this thesis, we take Groupon-Taiwan for example, for the Groupon-Taiwan’s online band image, word of mouth, website quality on purchase intention, and see whether these three factors have produce positive effect on consumers intentions. Through questionnaire scenarios design, and we conducted data analyzing SPSS 20.0 and AMOS v18 statistical software.
Empirical studies show that: Online brand image didn&;apos;&;apos;t produce a significant positive effect on purchase intention, online brand image have a significant positive impact on word of mouth, word of mouth did not produce a significant positive effect on purchase intention, website quality produce significant positive effect on purchase intention.
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