Research Question: What factors influence customers’ online group buying decision-making in emerging market? Research Purpose: To explore whether the factors of the Social Exchange Theory, market stimuli and e-commerce systems affect customers’ online group buying decision-making in emerging market Method: This research is a quantitative study by using survey as a research strategy. A questionnaire which designed according to theory framework is used to collect data for analysis. The questionnaires are posted in Chinese Baidu PostBar. Conclusion: In the end of data collection, 375 questionnaires have been analyzed. After analyzing empirical data, results for research questions have been answered. According to the analysis and theoretical framework, "reciprocity", "trust", "price", "word of mouth" and "website design" are attributes which have been detected to influence customers ‘online group buying decision-making in China. However, "loyalty "and "logistic services" are not attributes to influence customers ‘online group buying decision-making. / <p>8</p>

This thesis examines the effect of various factors on the sale of vouchers of group buying deals. The data for the analysis were collected from the website Slevomat for four weeks. The observation was performed daily at 8 a.m., 4 p.m., 12 a.m. Based on the existing literature and theoretical considerations, six hypotheses were formulated, three of which turned out to be consistent with the data. It was confirmed, that the decrease in time remaining till the end of the offer induces bigger amount of vouchers sold per time period. Positive reviews and the fact that the offer is displayed on the main page of Slevomat also positively influence the number of sold vouchers. The influence of the amount of earlier sold vouchers on the present purchases ("bandwagon effect") and of the size of the relative or absolute discount was not found. The "Monday effect", according to which sales should be lower at the beginning of the week, was also disproved.

Background: Because of the high-speed development of e-commerce, online group          buying has become a new popular pattern of consumption for Chinese consumers. Previous research has studied online group-buying (OGB) purchase intention in some specific areas such as Taiwan, but in mainland China. Purpose:    The purpose of this study is to contribute to the Technology Acceptance Model, incorporating other potential driving factors to address how they influence Chinese consumers' online group-buying purchase intentions. Method:     The study uses two steps to achieve its purpose. The first step is that I use the focus group interview technique to collect primary data. The results combining the Technology Acceptance model help me propose hypotheses. The second step is that the questionnaire method is applied for empirical data collection. The constructs are validated with exploratory factor analysis and reliability analysis, and then the model is tested with Linear multiple regression.  Findings: The results have shown that the adapted research model has been successfully tested in this study. The seven factors (perceived usefulness, perceived ease of use, price, e-trust, Word of Mouth, website quality and perceived risk) have significant effects on Chinese consumers' online group-buying purchase intentions. This study suggests that managers of group-buying websites need to design easy-to-use platform for users. Moreover, group-buying website companies need to propose some rules or regulations to protect consumers' rights. When conflicts occur, e-vendors can follow these rules to provide solutions that are reasonable and satisfying for consumers.

Made available in DSpace on 2016-08-02T21:42:17Z (GMT). No. of bitstreams: 1 Fabiana Martins de Souza Tacco.pdf: 1002317 bytes, checksum: 0571bc5b8a176b075343ed0217522897 (MD5) Previous issue date: 2011-07-27 / The acceptance and use of Information Technology (IT) by the individual have been studied by different conceptual models that, in general, derived from theories of psychology as the TRA - Theory of Reasoned Action and TPB - Theory of Planned Behavior, derived from the first. An important analysis&#8223; model derived from it, resulted of thorough analysis of eight other previous models, for while UTAUT - Unified Theory of Acceptance and Use of Technology in VENKATESH et. al. (2003) has been extensively analyzed and validated in many scenarios and technology environments. This work seeks to understand a broader way of background factors on the intended use and usage behavior UTAUT from the model, as well as the factors that best explain the intention and usage behavior, as well as the analysis of moderators. In its development, Venkatesh et al. made comparisons in three deployment stages and in two scenarios: in mandatory adoption, the one that occurred in a business environment where the system is required to process execution and decision making, and voluntary adoption scenario in which the adoption takes place by the individual. In the second case, the authors concluded that "social influence" factor has a low magnitude and significance, not being revealed as an important factor in technology adoption. This study aims to examine too whether the same phenomenon occurs that is given up for voluntarily adoption, but able to be highly influenced by social ties, such as occurs among users of social networks like Orkut, Facebook, Twitter and Linkedin, especially in technologies that enable the financial gains associated with these ties, such as the use of collective purchasing sites such as Peixe Urbano, Clickon and Groupon. Based on the model UTAUT, we applied a research and were later analyzed the results of 292 respondents who were validated accessed through social networks. The technique used consisted of using structural equation modeling, based on PLS - Partial Least Square, with 1000 bootstrap re-sampling. The results demonstrated high predictive significance and magnitude of the Intention of technology use by factors of Expected Desempenho (0,288 @ 0.1%), and Social Influence (0,176@ 0, 1 %),). The first, consistent with previous studies. Since the magnitude and significance of the latter factor resulted in vastly superior to the original study by Venkatesh et al. (2003) ranged between 0.02 to 0.04, not significant, depending on the data are grouped or not (p.465). The main conclusion of this study is that when considering the phenomenon of collective purchasing in an environment of voluntary adoption, therefore, the social factor is highly influential in the intention to use technology, which contrasts strongly with the original study of UTAUT and presents several possibilities for future research and managerial implications. / A aceitação e o uso de Tecnologia da Informação (TI) pelo indivíduo têm sido estudadas por diferentes modelos conceituais que, em geral, derivaram de teorias da Psicologia como a TRA Theory of Reasoned Action e a TPB Theory of Planned Behavior, derivada da primeira. Um importante modelo de análise dai derivado, resultado da minuciosa análise de outros 8 modelos anteriores, o UTAUT - Unified Theory of Acceptance and Use of Technology de VENKATESH et. al. (2003) tem sido largamente analisado e validado em vários cenários de tecnologia e ambientes. Este trabalho visa compreender de uma maneira mais ampla dos fatores antecedentes da intenção de uso e comportamento de uso a partir do modelo UTAUT, bem como os fatores que melhores explicam a intenção e o comportamento de uso, assim como a análise de seus moderadores. Em seu desenvolvimento, Venkatesh et al. empreenderam comparações em três etapas de implantação e em dois cenários: na adoção mandatória, aquela em que se deu em ambiente empresarial onde o sistema é requerido para execução de processos e tomada de decisões, e na adoção voluntária, cenário em que a adoção se dá pelo indivíduo. No segundo caso, os autores concluíram que o fator influência social tem baixa magnitude e significância, não se revelando um fator importante na adoção da tecnologia. Este trabalho visa analisar também se o mesmo fenômeno ocorre para adoção que se dá de forma voluntária, mas passível de ser altamente influenciada pelos laços sociais, como o que ocorre entre usuários das redes sociais como Orkut, Facebook, Twitter e Linkedin, especialmente em tecnologias que habilitam ganhos associados ao exercício desses laços, como no caso do uso de sites de compras coletivas tais como Peixe Urbano, Groupon e Clickon. Com base no modelo UTAUT, foi aplicada uma pesquisa e posteriormente foram analisados os resultados de 292 respondentes validados que foram acessados por e-mails e redes sociais. A técnica de análise empregada consistiu do uso de modelagem por equações estruturais, com base no algoritmo PLS Partial Least Square, com bootstrap de 1000 reamostragens. Os resultados demonstraram alta magnitude e significância preditiva sobre a Intenção de uso da tecnologia pelos fatores de Expectativa de Desempenho (0,288@0,1%), Influência Social (0,176@0,1%). Os primeiro, compatível com estudos anteriores. Já a magnitude e significância do último fator resultou amplamente superior ao estudo original de Venkatesh et al. (2003) variando entre 0,02 a 0,04, não significante, dependendo dos dados estarem agrupados ou não (p.465). A principal conclusão deste estudo é que, ao considerarmos o fenômeno das compras coletivas, em um ambiente de adoção voluntária, portanto, o fator social é altamente influente na intenção de uso da tecnologia, o que contrasta fortemente com o estudo original do UTAUT (já que no estudo de Venkatesh et al. (2003) este fator não foi significante) e apresenta várias possibilidades de pesquisas futuras e possíveis implicações gerenciais.

根據EOLembrain東方快線2011年11月份所進行的調查發現，雖然團購市場發展蓬勃，依然有高達44%的人沒有團購經驗。顯現出團購固然方便，還是有其風險所在，像是商品不如預期、等待時間過長、被盜用帳號等，使人們有所顧慮。過去針對團購的研究中，大多將知覺風險當成團購行為的前因，卻忽略知覺風險事實上也被不同因素所影響著。本研究提出一個中介模式來探討團購中知覺風險的前因（消費者性格特質、資源投入感知）與團購行為的關連性。研究結果發現，知覺風險低者，有團購經驗的可能性越高，而知覺風險又會中介信任特質、多疑特質、資源投入感知與團購行為的關係。信任特質高者其知覺風險低，故越可能有團購經驗，多疑特質高者其知覺風險低，故抑制其團購行為，而消費者因感知較大的資源投入，而有較大的知覺風險，因此也抑制了團購行為。 / According to EOLembrain’s survey, 44% Taiwanese people don’t have group buying experience. It shows that people have different levels of perceived risk in terms of group buying owing to their different characters. Also, there are some worries behind the trend, such as product issue, long waiting time and account privacy issue.While past researches focus on how perceived risk affects consumption behavior, they ignore the fact that some factors also have influence on perceived risk. This study aims to understand how perceived risk is affected by different antecedents like personalities (adventurousness, trust, distrust and cautiousness) and perceived resources input. The study also proposes a mediation model to explore the relations between the antecedents, the risk perception and group buying experience. The result shows that people with higher level of trust have lower perceived risk and higher chance to attend group buying. On the contrary, people with higher level of distrust have higher perceived risk and lower chance to attend group buying. Furthermore, people with higher cautiousness also have lower chance to attend group buying. While adventurousness has no significant relevance to perceived risk and group buying experience, people with higher level of adventurousness will have higher frequency of group buying.

網路團購消費模式掀起一陣風潮，隨著網路團購市場接受度提高，現今以團購方式進行購物的消費模式不斷增加，團購商品品項也日益繁多。為了使網路團購消費者更容易找到感興趣的團購商品，本研究將針對團購商品進行群集分析。 本研究以國內知名團購網站「愛合購」為例，以甜點蛋糕分類下的熱門美食團購商品為主，依商品名稱找尋該商品的顧客團購網誌文章納入資料庫中。本研究從熱門度前1000項的產品中找到268項產品擁有顧客團購網誌586篇，透過文字探勘技術從中擷取產品特徵相關資訊，並以「ｋ最近鄰居法」為基礎建置kNN分群器，以進行群集分析。本研究依不同的k值以及分群門檻值進行分群，並對大群集進行階段式分群，單項群集進行質心合併，以尋求較佳之分群結果。 研究結果顯示，268項團購商品經過kNN分群器進行四個階段的群集分析後可獲得28個群集，群內相似度從未分群時的0.029834提升至0.177428。在經過第一階段的分群後，可將商品分為3個主要大群集，即「麵包類」、「蛋糕類」以及「其他口感類」。在進行完四個階段的分群後，「麵包類」可分為2種類型的群集，即『麵包類產品』以及『擁有麵包特質的產品』，而「蛋糕類」則是可依口味區分為不同的蛋糕群集。產品重要特徵詞彙不像一般文章的關鍵字詞會重複出現於文章中，因此在特徵詞彙過濾時應避免刪減過多的產品特徵詞彙。群集特性可由詞彙權重前20%之詞彙依人工過濾及商品出現頻率挑選出產品特徵代表詞來做描繪。研究所獲得之分群結果除了提供團購消費者選擇產品時參考外，也可幫助團購網站業者規劃更適切的行銷活動。本研究亦提出一些未來研究方向。 / Group-buying is prevailing, the items of merchandise diverse recently. In order to let consumer find the commodities they are interested in, the research focus on the cluster analysis about group-buying products and clusters products by the features of them. We catch the blogs of products posted by customers, via text mining to retrieve the features of products, and then establish the kNN clustering device to cluster them. This research sets different threshold values to test, and multiply clusters big groups, and merges small groups by centroid, we expect to obtain the best quality cluster. From the results, 268 items of group-buying foods can be divided into 28 clusters, and the mean of Intra-Similarity also can be improved. The 28 clusters can be categorized to three main clusters：Bread, Cake, and Other mouthfeel foods. We can define and name each cluster by catch the top twenty percent of the keywords in each cluster. The results of this paper could help buyers find similar commodities which they like, and also help sellers make the great marketing activity plan.

Made available in DSpace on 2015-05-07T14:27:16Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 1541640 bytes, checksum: df269d2e122115dc18bd1fefd550d747 (MD5) Previous issue date: 2013-03-01 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / With the advent of electronic commerce, much was discussed about the consumer protection in onlines business. There are two positions. One, which is retrograde position, defends the mischaracterization of online stores as suppliers of products or services. Another position, which ended up being the predominant, advocates that the virtual business is merely an extension of traditional commerce, what should there be the same state protection. However, although the consumer relation in ecommerce has been unquestionable, the limits of this method go beyond traditional business, mainly because it is genre with several species that are still evolving and raise discussions that have not yet are protected by the law. Nowadays, one of the species that has brought more questions about the effectiveness of the current Code of Consumer Protection, is the model of group buying, which is a system of online business that the sales requires a number minimum of people to be held. The traditional consumer business has been shaped by the group buying, because it isn't bilateral, but multipolar, often gathering thousands of consumers and only two suppliers. Because to the presence of many people in a single business, the stronger polo of the relationship, taking advantage almost always of their economic superiority and ignorance of consumers, has been practiced collective abusive acts those aren't adequately suppressed by the Government and has been taken millionaires damages. There are need for state intervention in group buying online business, in which the government, through the joint efforts of the executive, judiciary and legislature should seek prophylactic measures to prevent injury to the rights of consumers of group buying collective and to transform the online environment in a place very safe, because, in the near future, it will the main mechanism for effecting business of buying and selling products and services. / Com o advento do comércio eletrônico, muito se discutiu sobre a aplicação das normas do Código de Defesa do Consumidor nas relações onlines. Existia, de um lado, posicionamento retrógrado que defendia a descaracterização das lojas virtuais como fornecedoras de produtos ou serviços. O outro entendimento, que acabou sendo o predominante, preconizava que a relação virtual era mera extensão do mercado tradicional, motivo pelo qual deveria haver a mesma proteção estatal, incidindo todos os dispositivos possíveis do diploma consumerista. Porém, apesar de indiscutível a formação da relação de consumo nos negócios do comércio eletrônico, as fronteiras deste método vão além das do consumismo tradicional, principalmente porque ele é gênero com várias espécies que se encontram em evolução e suscitam discussões que ainda não são acobertadas pelo direito. Nesse sentido, uma das espécies que mais vem trazendo questões sobre a efetividade do atual Código de Defesa do Consumidor é o modelo de compras coletivas, meio de negociação online que requer número mínimo de pessoas para que a oferta seja cumprida. Esse mecanismo moldou completamente a tradicional relação de consumo, que deixou de ser bilateral, para ser multipolar, reunindo, muitas vezes, milhares de consumidores e apenas dois fornecedores. Em função da presença de muitas pessoas numa única relação de consumo, o lado mais forte do negócio, aproveitando-se, quase sempre, da sua superioridade econômica e da ignorância dos consumidores, vem impondo diversas práticas abusivas que ainda não são devidamente reprimidas pelo poder estatal e que trazem prejuízos milionários, já que as relações são coletivas. Há, dessa maneira, necessidade de intervenção do Estado nas relações de consumo virtuais coletivas, em que o Poder Público, através da atuação conjunta do executivo, Judiciário e legislativo, deve buscar medidas profiláticas para evitar as lesões aos direitos dos consumidores dos sites de compras coletivas, bem como transformar o ambiente online em algo seguro, pois ele será, num futuro próximo, o principal mecanismo de efetivação de negócios de compra e venda de produtos e serviços.