Title page for etd-0909109-133610


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URN etd-0909109-133610
Author Yu-Chun Lin
Author's Email Address yamapi@gmail.com
Statistics This thesis had been viewed 5613 times. Download 2511 times.
Department Information Management
Year 2008
Semester 2
Degree Master
Type of Document
Language English
Title Online Group-Buying Join Intention in Virtual Community
Date of Defense 2009-07-10
Page Count 65
Keyword
  • community participation
  • virtual community
  • Online group-buying
  • Group-buying
  • perceived risk
  • Abstract With the rapid growth of virtual communities, more and more group-buying are now held within the communities. However, no study discusses the effect of virtual communities on group-buying. Comparing to other transaction modes, it is easier for consumers to aggregate their demands in virtual communities. The coherence and trust among community members, at the same time, further reduce potential risks in transactions. This study aims to understand factors that affect consumer intentions to join group-buying within the virtual communities and to develop a comprehensive framework.
    The results indicate that perceived trust in group-buying initiator and perceived trust in other community members are the main factors that influence consumers’ intention to join. Their perceived risk, at the same, has no significant effect. Furthermore, consumers’ involvement in the virtual community has the most effect on their perceived trust in initiators while their perceived trust in other members and the perceived expertise of the initiator are also critical factors. The results implies that the trust among members, which is resulted from their intense interactions, is the key factor of group-buying. The expertise of initiator, meanwhile, is not the critical determinant of group-buying.
    Advisory Committee
  • Chao-Min Chiu - chair
  • Her-Sen Doong - co-chair
  • Hsiang-Chu Lai - advisor
  • Files
  • etd-0909109-133610.pdf
  • indicate accessible in a year
    Date of Submission 2009-09-09

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