| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 105 === With the rise of online group-buying, those in the industry have established many platforms in order to acquire market shares. To achieve sustained operations, price competition is no longer a sustainable tactic; raising competitiveness is the one way to maintain one’s place in the market. However, after observing Taiwanese and international literature related to online group-buying, it is discovered that there is relatively little literature that simultaneously considers the effects of relationship marketing and conformity upon the willingness of consumers to make online group purchases. Thus, this study aims to discuss the effects of the use of relationship marketing and consumer conformity by industry actors on consumer group buying attitudes and willingness to make group purchases. Questionnaires were administered to consumers in Taiwan who had previously made online group purchases. A total of 337 valid questionnaires were obtained via the internet. The results of this study revealed that relationship marketing can positively affect the attitudes of consumers towards online group purchases. Consumer conformity has a positive and significant effect upon consumer attitude towards and willingness to engage in group-buying. Accordingly, it is suggested that online group-buying companies should focus on the number of people engaging in ‘browse shopping’ behavior and lively online discussions. Through this, they may effectively increase the positive attitudes of consumers towards group-buying and willingness to make group purchases.
|
|---|
