The Effect of Consumer Characteristics on Online Groupon Purchase Intention

• Main Authors: CHIU, CHIA-CHI, 邱嘉琪
• Other Authors: Yuan Kuo-Jung
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/676bk6

碩士 === 亞東技術學院 === 運籌管理研究所 === 105 === Consumers are more focused than ever on finding the best prices, as consumer attitudes and shopping habits changed dramatically as a result of the 2007-09 recession. . E-Commerce industry rapidly developments, as consumers increasingly use multiple devices for online shopping and mobile transactions skyrocket. This vast base of high speed internet users encourages businesses to innovate in order to offer an ever-evolving array of online services. Sectors that are growing very rapidly online include the sale of entertainment products, travel, apparel and consumer electronics. Consequently, e-commerce firms that offer high value at consistently low prices are well-positioned to prosper. The emergence of group-buying Web sites has diversified the consumption methods that people adopt and prompted people to increase the value of the effects and reliability of electronic Word-of-Mouth (WOM). The object of this research is users in Taiwan who have utilized internet discount coupon for over six months. A total of 436 valid samples are obtained. The empirical results indicate that emotions of aesthetic formality, rations of product experience and website experience significantly influence PAD dimensional emotion; and PAD dimensional emotion (Pleasure, Arousal, and Dominance) has positive effect on eWOM. In addition, eWOM has strongly affect continued purchase intention. Therefore, the aesthetic formality of group buying website and purchase experience have positive influence on purchasing emotion and continuous buying behavior. Keywords: Group-buying, PAD Dimensional Emotion, e-WOM, Impulse Buying,