| Summary: | 碩士 === 大同大學 === 資訊經營學系(所) === 102 === Nowadays, group buying has become popular and important business model in Taiwan. Especially, the quick emergence of the third-party group buying has triggered off violent competitions. Therefore, attracting consumers to repurchase on group buying websites not only is a critical direction by manager continuously thinking, but also is the research issue of this study.
The purpose of this study is to investigate the determinants of repurchase intention in online third-party group buying based on the framework of Consumer Decision Journey (CDJ) by Edelman (2010). The paper used CDJ to conduct an empirical study examines the customers’ repurchase intention, through positive electronic word of mouth (e-WOM) to investigate the determinants of repurchase intention in online group buying. Moreover, this study also investigates the mediating effect of positive e-WOM communication among perceived value, perceived risk and repurchase intention and the mediating effect of perceived value among perceived risk and positive e-WOM.
This study has collected 839 valid respondents through web questionnaire and the Smart PLS statistics software is used to test the measurement model and structural model. The findings of this study shows that perceived value of participating group buying would enhance e-WOM communication and repurchases intention; whereas perceived risk of participating group buying is insignificantly influence them. The results of this study can provide valuable reference of operation and management for the third-party group buying and suggest the research directions in the future.
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