Explore consumers’ purchasing intention on Group buying: Base on Risk perception and Word-of-Mouth communication

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Title:	Explore consumers’ purchasing intention on Group buying: Base on Risk perception and Word-of-Mouth communication
Authors:	Chuang-Hsiang YU
Contributors:	Department of Media and Design
Keywords:	word-of-mouth communication;risk perception;group buying;Purchasing intent
Date:	2008
Issue Date:	2009-11-06 05:08:13 (UTC+0)
Publisher:	Asia University
Abstract:	According to statistics, the total amount of online purchasing reached tens of billions. In recent years, group-buying becomes very popular and it means to purchase stuff through a group of consumers together in order to share risks and lower the price. Many studies indicated on-line shoppers tended to experience risk perceptions so as to decrease their purchasing intention. On the other hand, many studies indicated the factor of word-of-mouth communication also had a significant influence on on-line purchasing. The current research is to explore the relationship of word-of-mouth communication, risk perception and on consumers’ group-buying intent. The research questions of this research are: (1) Do demographics make any significant difference of consumers’ intent on group-buying? (2) Are risk perceptions related to consumers’ intent on group-buying? (3) Is word-of-mouth communication related to consumers’ intent on group-buying? (4) Is consumers’ intent on group-buying predictable by risk perceptions and word-of-mouth communication? According to the statistics, “age” made significant differences on consumers’ group buying intent. By way of correlation analysis, “time”, “social”, and “privacy” of the risk-perception construct as well as “dependency” and “decision influence” of the word-of-mouth communication construct were related with consumers’ group-buying intent. According to the regression analysis, it was found that consumer’s group-buying intent was predictable by risk perceptions and word-of-mouth communication.
Appears in Collections:	[Department of Media and Design] Theses & dissertations

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