A Study of Repurchase Intention on Network Group Shopping for Online Consumers

• Main Authors: LEE,MEI-HSIA, 李玫霞
• Other Authors: CHEN, YUEH-HSIANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/7dwgrd

碩士 === 高苑科技大學 === 資訊科技應用研究所 === 107 === The purpose of this study is to understand the willingness of online consumers to repurchase, A total of 334 questionnaires were collected from the FACEBOOK community and the LINE group. In order to proof the questions and assumptions of this study, the data were analyzed by descriptive statistics, independent t-test, one-way ANOVA, Pearson’s Product-Moment Correlation and regression analysis with SPSS 22. The findings of this study are as follows: 1. Gender has significant differences in “repurchase willingness”, “group buying behavior” and “trustworthiness of the main purchase”. There is no significant difference in the “motivation motivation” between different genders；In terms of "age"，age has significant differences in "repurchase intentions", "consumption motives" and "group purchase behaviors", and age does not reach a significant degree in "trustworthiness of the main purchases"；In terms of occupations, the occupational categories have significant differences in "repurchase intentions", "consumption motives" and "group purchase behaviors", while occupations do not reach a significant degree in "trustworthiness of the main purchases". 2. "Consumption Motivation", "Group Buying Behavior" and "Confidence in Purchase of Main Products" will significantly affect "repurchase intentions". 3. The higher the scores of "consumption motives", "group purchases" and "trustworthiness of the main purchases", the higher the "repurchase willingness" will be. The results of this study provide future reference to the main purchaser as a reference. Keywords: Group Shopping, Repurchase Intention, Consumption Motivation, Statist