| URN |
etd-0715113-111246 |
Statistics |
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|
| Author |
Ji-Ming Chen |
| Author's Email Address |
No Public. |
| Department |
Institute of Industrial Management |
| Year |
2012 |
Semester |
2 |
| Degree |
Master |
Type of Document |
Master's Thesis |
| Language |
zh-TW.Big5 Chinese |
Page Count |
57 |
| Title |
The Effect of Group-Buying Websites on Loyalty |
| Keyword |
collective buying website¡B utilitarian¡Bhedonic¡B
collective buying website¡B utilitarian¡Bhedonic¡B
|
| Abstract |
Recently, the ¡§collective buying coupon¡¨ has emerged as a critical marketing tool for companies; however, the research on the decision behavior of collective buying is still lacking. The thesis aims at investigating the elements influencing the decision behavior on purchasing collective buying coupon through literature review. In the part of empirical research, the thesis undertakes a questionnaire survey on members of collective buying website, for example, Groupon, in addition, the data collected by the survey was validated by SEM (Structural Equation Modeling). The result indicates that utilitarian benefit and hedonic benefit has a significant positive influence on customer satisfaction, moreover, customer satisfaction has a positive influence customer loyalty. The result of the thesis can serve as reference for owner of collective buying website developing collective buying scheme. |
| Advisor Committee |
ChiuYa-Ling - advisor
CHEN ZHI-JUN - co-chair
HAN ZONG-FU - co-chair
|
| Files |
indicate in-campus access at 5 years and off-campus access at 5 years |
| Date of Defense |
2013-06-04 |
Date of Submission |
2013-07-15 |
