Usually, consumers will collect market information about the product before they decide to buy it or not. In other words, the market information is a critical factor to affect consumers¡¦ purchasing intensions and behavior. Previous research points out that when consumers encounter a wider dispersion of price, they will expect to find cheaper stores. Besides, future price is often considered by consumers too.
Kauffman et al. (2002) mentioned that the market price information might affect the recruiting of group buying. In a competitive market, if consumers are unable to perceive the utility of discounts provided by group-buying mechanism, they may shop at other retailers¡¦ stores. Further, because the final price of group buying will not be known until the transaction is closed, consumers¡¦ decisions might be up to their prediction about the final price.
This study explores how price dispersion and price volatility affect consumers¡¦ internal reference price and expectation of final price of group buying. The difference between the internal reference and expectation of final price of group-buying indicates the consumers¡¦ transaction utility. How transaction utility affects consumers¡¦ intentions to join group buying is another issue being studied. In addition, if there is interference effect of consumers¡¦ risk attitude on final price forecast of group-buying, it¡¦s investigated, too.
The result indicates that price dispersion has significant effects on consumers¡¦ all kinds of internal reference prices and predictions about the final price of group buying. However, the price volatility only has significant effects on consumers¡¦ perceived fair price, aspiration price, and reservation price. Neither significant effect of price volatility on consumers¡¦ price prediction of group buying nor interference effect of risk attitude is found. As expected, there is a significant positive causal relationship between transaction utility and intention to join group-buying. It shows that the transaction utility resulting from the comparison between the lowest market price and the most possible final price of group buying has the most explanatory power to predict consumers¡¦ participating intension to join group-buying.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0719105-171651 |
| Date | 19 July 2005 |
| Creators | Yang, Chen-Yuan |
| Contributors | Her-Sen Doong, Hsiang-Chu Lai, Heng-Li Yang, Tung-Ching Lin |
| 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-0719105-171651 |
| Rights | unrestricted, Copyright information available at source archive |
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