The Study of Electronic Word-of-mouth Effect and Online Group-buying Behavior
Date Issued
2008
Date
2008
Author(s)
Lin-Yi, Huang
Abstract
For the past few years, online shopping and online group-buying action have been an important issue in consumer behavior of electronic commerce. Generally, it was considered that most online consumers would look over electronic word-of-mouth before online shopping in Taiwan. Besides this, consumer behavior was deeply affected by electronic word-of-mouth and online group-buying action. Therefore, this article is focus on the interaction of electronic word-of-mouth effect and online group-buying behavior. A questionnaire survey was conducted on 314 consumers with online shopping and group-buying experiences through the internet. After the analysis with LISREL method, we found that: (1) the source credibility, distribution of the comments, the negative or positive opinion of comments and the emotional level of comments have positive interaction with the electronic word-of-mouth effect. (2) the reliability with group-buying chief and the benefit from group-buying have positive interaction with consumers’ online group-buying attitude. (3) the electronic word-of-mouth effect and online group-buying attitude have positive interaction. (4) the electronic word-of-mouth effect will positive effect the consumer buying intention. By the results of this thesis, the author provides some management implications and a few futures research directions.
Subjects
electronic word-of-mouth
online word-of-mouth
online group-buying
co-buying
perceived risk
trust
virtual community
SDGs
Type
thesis
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