| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 106 === With the change of age and the engenderment of ubiquitous internet, consumers start to do online shopping due to the fact that the time they spend on the internet has vastly increased. For the past few years, “group buying” has become more popular in online shopping, gradually possessing a monumental place as top keyword on every websites. There is no territorial and time limit in online group buying, furthermore, more sorts of goods are available on the internet. Via a certain quantity of goods derived from consumers’ same demand, the price would become lower, room for bargaining with dealers would arise and discounts like free shipping might come into being. It is conspicuous that group buying has gradually become a trend. Through the circulation of internet messages, group buyers have more opportunities to obtain positive or negative information. This study mainly focuses on the analysis on message circulation of word-of-mouth marketing, attempting to further discuss whether it would affect the establishment of online group buyers’ experiential value. Moreover, whether such experiential value formed under the circumstances would affect online group buyers’ repurchase intention? This study adopts document analysis and internet questionnaire survey to grasp the feature of consumers’ online group buying, hoping to understand to what extent that the internet word-of-mouth marketing affects consumers’ purchase intention, consumers’ experiential value and whether it directly affects their repurchase intention or not.
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