The business model of on-line group buying has been introduced and thrived since 1998 in America. Unfortuately, this internet-based purchase merchanism did not make its growing progress which should be presumed to be an effective and attractive system as an efficient transaction spot on line. Our research specifically focused on the physical consumers' view, including the practical participants in the on-line group buying and the general consumers who never have such experiences on it, to establish a statistical analysis on the effects to consumers' join intention and purchase decision of on-line group buying. We intend to explore the most direct recognition and requirements of the consumers in this commercial mechanism. Also would like to contribute some effective and valuable advices to the future business running under the on-line group buying model for reaching a successful development on it.
Over the thorough approach on the collection of related research essays and from the close observation and investigation on the domestic on-line group buying activities, we therefore designed a questionnaire composed with the possible items which might effect the consumers' intention to decide if they would like to join the group buying. By applying the exploratory factor analysis, in this essay, we conclude the 8 major dimensions to our research topic: (1) Familiarity with the group-buying platform and initiators, (2) Recognition to essentials of products, (3) Fulfillment of the cumulative volume of orders, (4) Delivery and payment terms, (5) Convenience to consumers' decision process, (6) Gap between reference prices, (7) Stimulative function, (8) Brand recognition.
Furthermore, we can obtain the following inductive reasoning comments from our descriptions and definitions on the 8 major dimensions of our survey.
A. Maturity of the internet use can effectively increase consumers' intention to join the on-line group buying.
B. Mutation of the modren lifestyle can just meet and satisfy the requirements from consumers.
C. Model of group buying can easily and promptly raise the consumers' involvement and understanding on target products.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0911107-172825 |
| Date | 11 September 2007 |
| Creators | Li, Chun-ting |
| Contributors | none, Hsiang-Chu Lai, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0911107-172825 |
| Rights | restricted, Copyright information available at source archive |
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