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To determine the key factors that influence consumers to join the group purchasing online
|關鍵字:||Group purchasing;動機;Motivation;Originator;Categorization of commodities;Perceive risk;Fuzzy AHP;Place;Internet;主購特徵;知覺風險;商品類別;Fuzzy AHP;通路網路||出版社:||電子商務研究所||引用:||1.Bennett, R. and Rundle-Thiele, S.R. (2002),“A comparison of attitudinal loyalty measurement approaches”, Journal of Brand Management, Vol. 9 No. 3, pp. 193-209. 2.Blackwell,Miniard and Engel(2001), “Consumer Behavior”, 9th , p. 85 3.B.K. Mohanty*, B. Bhasker (2003), “Product classification in the Internet business—a fuzzy approach”, Indian Institute of Management, Vol. 38, p. 611 4.Britt, Steuart Henderson (1950), “The Strategy of Consumer Motivation” , Journal of Marketing. New York, Vol. 14, p. 666 5.Buckley, J.J. (1985), “Fuzzy Hierarchical Analysis”, Fuzzy Sets and Systems, Vol. 17, pp. 233-247. 6.Christos Ioannidis; Mick Silver (1997), “Estimating the worth of product characteristics”, Journal of the Market Research Society, Vol. 39, p. 559 7.Dubois D. and Prade H. 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研究結果顯示，X3(賣家信譽), X6(產品單價),X7(產品重要程度), X1(對主購的信任), X2(對主購的滿意度), X10(財務風險), X12(績效風險), X22(經濟樂趣)等8項因素對於消費者參與合購之影響力最大。並建議未來主購開團時應注意以下事項：(1) 累積開團經驗 (2) 檢視自我能力 (3) 審慎選擇合購物 (4) 審慎選擇賣家；而對有興趣切入合購市場的賣家則需在：(1)產品單價 (2)價格曲線 (3)維護自身良好信譽等三項要點做修正。
“Group purchasing” this trading mode has adopted in our daily life, However, group purchasing does not work effectively under the situation that few people group together to ask for a certain commodity because of insufficient interpersonal relations, the area barriers, or restricted access to commodity information. The well-known trade mode that reduces unit price by increasing quantity of demand thus lacks feasibility.
The popularized Internet service removes the stumbling stone for group purchasing. It allows universal consumers of common interests and demand to form purchase groups. Consumer can negotiated price to have the benefit of economic scale or share some expenses through “group purchasing”.
Group purchasing has advantages, such as the economy of scale, cheaper shipping, and better services; however, the complex process of unifying purchase group made it risky.
Therefore for the purpose of understanding the key factors that influence consumers to join the group purchasing online, this research arranges the constructs of “characteristics of the originator”, “categorization of commodities”, “perceive risk”, and “motivation” by literature review and real experience of group purchasing. And use FAHP to calculate the weight of each factor. This research arranges three kinds of research assumption to calculate of whole layer weight, they are “partial inherit”, “totally inherit”, and “complete independent”. And the result shows “complete independent” has the best explain ability for group purchasing.
According to the analyze result, we find eight factors X3(Seller''s prestige), X6(Product unit price),X7(Products important degree), X1(Trust in the originator), X2(Satisfaction with the originator), X10(Financial Risk), X12(Performance Risk), X22(Economic enjoyment) which will effect the inclination for consumer to join group purchasing. And this research suggested the future originator should (1) Accumulate make group''s experience, (2) Look over self- ability, (3) Be care choosing shopping jointly, (4) Be care choosing the seller; and the sellers should attention of (1) Product unit price, (2) Attractive price curve and (3) Maintain the own good prestige.
Group purchasing online not only reduces the cost of consumer but also a new channel for sellers. This research studies on the key factors that influence consumers to join the group purchasing online, hopes the result can help the future originator to hold the purchasing group easily, and support sellers to expand the new market of group purchasing.
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