A Study on Well-Known Group Buying Website With Consumer Purchase Intention:A Groupon- Taiwan Example

[[abstract]]電子商務平台近年來成熟穩定，帶動全球團購熱潮，團購網站在眾多對手的激烈的競爭下，勢必要提升團購網站品質以滿足消費者需求。 本文以台灣酷朋為例，針對台灣酷朋的網路品牌形象、口碑、網站品質對消費者的購買意願進行研究，看上述的三個因素是否對消費者購買意願產生正面的影響。透過本研究問卷情境設計，並以SPSS20 0和AMOSv18統計資料軟體進行資料分析 實證研究發現：網路品牌形象對購買意願並沒有產生顯著的正向影響；網路品牌形象對口碑產生顯著的正向影響；網路口碑對購買意願並沒有產生顯著的正向影響；網站品質對購買意願產生顯著的正向影響。[[abstract]]In recent years e-commerce platform become mature and stable group buying became more and more popular many group buying website face to fierce competition and competitor group buying website varies greatly group buying website must upgrade the quality to meet consumer demand In this thesis we take Groupon-Taiwan for example for the Groupon-Taiwan’s online band image word of mouth website quality on purchase intention and see whether these three factors have produce positive effect on consumers intentions Through questionnaire scenarios design and we conducted data analyzing SPSS 20 0 and AMOS v18 statistical software Empirical studies show that: Online brand image didn't produce a significant positive effect on purchase intention online brand image have a significant positive impact on word of mouth word of mouth did not produce a significant positive effect on purchase intention website quality produce significant positive effect on purchase intentio