In the group-buying transaction, consumers will not know the final price until the transaction is closed. It means that there are uncertainties of the final price and time to reach a desired price. In other words, consumers have financial risk and time risk in group-buying transactions. In addition, different pricing strategies of group-buying may result in different risks. The purpose of this study is to investigate how the perceived risks of consumers affect their intentions to participate the online group-buying with different pricing mechanisms, i.e. decreasing, neutral and increasing.
The result shows that because group-buying models with different pricing mechanisms have different initial prices, final prices and discounts, the risks perceived by consumers are different and then, affect consumers¡¦ intention to participate the online group-buying. Among these three pricing mechanisms, decreasing pricing mechanism makes consumers perceive higher risk than other pricing mechanisms because its initial price is higher. The more the consumers¡¦ perceived risks are, the lower the consumers¡¦ intentions to participate the online group-buying are. Therefore, group-buying with decreasing pricing mechanism can not attract consumers to join the online group-buying efficiently.
Furthermore, this study finds that perceived usefulness and satisfaction affect consumers¡¦ intentions to participate the online group-buying significantly. In addition, all consumers¡¦ perceived risks, perceived usefulness and intentions to participate online group-buying influence consumers¡¦ actual participating behavior significantly.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0705105-125941 |
| Date | 05 July 2005 |
| Creators | Chueh, Chih-hsun |
| 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-0705105-125941 |
| Rights | withheld, Copyright information available at source archive |
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