| Abstract |
In the recent years, along with the emergence of world wide web and internet, the trend of group buying business model has been slowly worked its way around the internet networks throughout the world, to topple the purchasing methods traditionally done in the past, instead, there are a lot of people to increase their price negotiating ability with the stores by purchasing in large quantity via on-line group buying. There are some studies investigating in particular to the factors that will influence the intentions of people with on-line group buying, and to make analysis with factors, including degree of satisfaction, risk evaluation, and personal characteristics. For the roles played by consumers when they make on-line group buying (consumers who never take part of group buying, followers of group buying, leaders who initiate group buying), whether or not they are with any connection to demographic personal characteristics and price perception, to further make deeper investigations on their group buying intentions in the paper. As to the correlation between the personal characteristicsinclude gender, age, education, profession, Personal Average (Monthly Revenue) , and the conditions of family members who live together. As to the correlation between the price Perception includefor Six Constructs of Price Perception, In which containsprestige sensitivity, price mavenism, value consciousness, sale proneness, price consciousness, as well as price-quality schema.With the findings found in the paper, there is a significant correlation between the roles of group buying and factors as gender, profession, and income (monthly revenue). In the price perception, there is a significant discrepancy between prestige sensitivity, price mavenism, value consciousness, sales proneness, as well as price-quality schema and alterations on the roles of group buying. Moreover, the studies are also shown that the roles played by the consumers in group buying will affect their purchasing behaviors. |
