A Study on Susceptibility to Influence, Impulsive Buying, and Online Group Buying Intention
碩士 === 國立體育大學 === 管理學院 === 105 === The purpose of the study was to explore the relationships among susceptibility to influence, impulsive buying and online group buying. Survey questionnaires were used in this study. Three hundred and seventy seven valid questionnaires out of 475 were collected thro...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/52820979667306500573 |
| Summary: | 碩士 === 國立體育大學 === 管理學院 === 105 === The purpose of the study was to explore the relationships among susceptibility to influence, impulsive buying and online group buying. Survey questionnaires were used in this study. Three hundred and seventy seven valid questionnaires out of 475 were collected through Facebook and LINE App using convenience sampling. Descriptive statistics, independent sample t test and Pearson correlation were performed for data analysis using SPSS. Findings indicated that susceptibility to influence as well as impulsive buying were correlated with online group buying intention. However, there was no significant difference in online group buying intention based on gender. The results provided practitioner with marketing implications.
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