A Study of Purchase Intention of Group- Buying using Theory of Planned Behavior: Initiator’s Attractiveness as a Moderator

• Main Authors: Chia-Hui Liu, 柳嘉惠
• Other Authors: 呂慈恩
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/7na97v

碩士 === 健行科技大學 === 國際企業經營系碩士在職專班 === 105 === With prevalence of internet and multiple development of home delivery, group buying, which is also called smart consumption, is all the rage. Through the power of crowd, it can lower the cost of shopping and enhance social relationship. The research was based on planned behavioral theory combined with variables about brand images of group-buying products and purchaser attractiveness in order to explore the relative factors and purchase intentions of consumers’ group buying products. The participants of this research are experienced group-buying consumers in Taiwan. The research instrument was a questionnaire. The questionnaires were issued 300 copies and received 250 copies. The valid return rate of the questionnaires was 83.33%. The findings were summarized as follows. First, group- buying attitude was positively significantly influenced on purchase intention.Second, group-buying perceived behavioral control was positively significantly influenced on purchase intention. Third, brand image of group-buying were positively significantly influence on purchase intention. Fourth, initiator’s attractiveness has strengthening moderating effect upon group-buying attitude and purchase intention. Lastly, initiator’s attractiveness has weakening moderating effect toward brand image and purchase intention of group-buying.