A Study of the Uses and Gratifications of Online Group-Buying – An Example of Groupon Taiwan
碩士 === 世新大學 === 新聞學研究所(含碩專班) === 102 === Using Groupon in Taiwan as an example, this study investigates how the interaction between consumer demographics and media information impact and influence on the uses and gratifications of consumers. An analysis of the data reveals a statistically significan...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/z9f9g4 |
| Summary: | 碩士 === 世新大學 === 新聞學研究所(含碩專班) === 102 === Using Groupon in Taiwan as an example, this study investigates how the interaction between consumer demographics and media information impact and influence on the uses and gratifications of consumers. An analysis of the data reveals a statistically significant relationship between media exposure and consumers’ desire to participate in Online Group Buying.
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