zubada@npic.edu.tw liddy5.tw@gmail.com jarryblue33@gmail.com nsysuichiro@gmail.com

(Social

Exchange Theory)

(1)

(2)

(3)

(4)

(5)

1.

eBay Yahoo

(Taobao)

(Online

Group-buying)

Groupon(Coupon)

2011Groupon

2011 2008

11 2010 12

2010 3

1

1,700

2011 2010 11

36.5%

Groupon

BuyTogetherPTT iHergo

2011

plurk

Facebook

Kauffman Wang (2001, 2002)

Mobshop

Tsvetovat (2000)

(2006)

(Theory of Planned Behavior, TPB)

(2008)

(Expectation-Confirmation Model)

(Technology Acceptance Model)

Web2.0

C2C

Web2.0

Kauffman (2010)

(Expected Utility Theory)

(Transaction Utility Theory)

(Price Fairness)(Procedural

Fairness)

(Social

Exchange Theory)

(Group-buying Intention)

(1)

(2)

2.

3.1

(Ariely & Levav,

2000; Luo, 2005)

(Luo,

2005)

H1

H1

3.2

Luo(2005)

H2

H2

3.3

(Rook, 1987; Rook &Fisher, 1995; Hausman, 2000;

Peck & Childers, 2006)

H3a H3b

H3a

H3b

3.4

(Anderson & Weitz,

1992; Jarvenpaa et al., 2000)

H4

H4

3.5

(Doney &

Cannon, 1997)

(Luo, 2002)

H5a H5b

H5a

H5b

3.6

(Blau, 1964; Quelch & Klein, 1996; Keen, 1997; Morrison & Firmstone,

2000)

(Ba & Pavlou, 2002)

H6a H6b

H6a

H6b

3.7

(Papadopoulou et al.,

2001; Hwang & Kim, 2007)

(Blau,

1964)

H7

H7

3.8

(Blau, 1964)

(Dwyer et al.,

1987)

H8

H8

3.9

(Homans, 1958)

(Park et al.,

2007)

(Park et al., 2007)

H9a H9b

H9a

H9b

3.

Negogo

Negogo

e-mail

Negogo 2010 12

2011 1 350

242 69%

213 61%

Negogo

(Content Analysis)

70 Likert

3.1

PASW 18Smart PLS 2.0

M3

(A)

(N=213) (

54.5%)Negogo

(B)

(N=213)2029

78.4%303911.7%

12194049

4.7%500.5%

Negogo

2039(C)

(N=213)(53.1%)

(35.7%)

Cronbach's

Cronbach's

Nunnally(1978)(

0.7)

1

1 (N=213)

Cronbach's

0.91

0.95

0.80

0.93

1.00

0.95

0.90

0.90

0.87

0.93

0.513 1.000 Fornell

Larcker(1981)0.5

(CR)0.861.00Fornell

Larcker(1981)0.8

(AVE)0.571.00Fornell

Larcker(1981)0.5

(1) 0.85

(Kim et al., 2003)

0.85

(2) FornallLarcker(1981)

AVE

AVE

AVE

AVE

3.2

(quantitative)

(Neuendorf, 2002)

(Neuendorf, 2002)

(Par, 2004)

MIS

(Strauss & Corbin,

1990)

Negogo

Negogo

(A)

+2

+1(B)

+0(C)

-2-1(D)

(1)

2

256

54.30%

32.81%

9.38%

3.52%

:)

2

84 32.81%

256

24 9.38%

9 3.52%

139 54.30%

(2)

1

XD1

(A)

(B)

+2

2

~~2(A)

(B)

+2

7933

98.74%

0.88%

The taste of it isnt

good!0.38%

67.72%

32.28%

3

783 98.74%

793 7 0.88%

3 0.38%

537 67.72% 793

256 32.28%

4.

H3aH6aH6bH9a

1

t>1.645*t>1.96**t>2.576***t>3.291****

1

Negogo

4.1

(1)

(H1)

(R2=62.5%)

(t>3.291)

H1 Ariely

Levev(2000) Argo (2005)

Luo(2005)

(2)

(H3a)

(R2=62.5%)

H3a

Rook(1987) Rook

Fisher(1995)Baumeister(2002)

(3)

(H3b)

(R2=62.5%)

(t>1.96)H3b

Hausman(2000) Peck

Childers(2006)

(4)

(H4)

(R2=62.5%)(t>2.576)

H4

AndersonWeitz(1992)Jarvenpaa

(2000)

(5)

(H6a)

(R2=62.5%)

H6aBa

Pavlou(2002)MariosWilliam(2002)

Yoon(2002)

~

^^

Negogo

(6)

(H6b)

(R2=62.5%)

H6bBaPavlou(2002)

MariosWilliam(2002)Yoon(2002)

Negogo

:)

3.52%

(7)

(H8)

(R2=62.5%)

(t>1.96)

H8 Dwyer

(1987)ParkKim(2003)

4.2

(1)

(H5a)

(R2=67.5%)

(t>3.291)H5a

Anderson Weitz(1989)

Ganesan(1994) Doney

Cannon(1997)Luo(2002)

4.3

(1)

(H5b)

(R2=40.8%)

(t>1.645)

H5b Anderson

Weitz(1989)Ganesan(1994)Doney

Cannon(1997)Luo(2002)

H5a

(2)

(H9a)

(R2=40.8%)

H9aPark(2007)

67.72%

~

(3)

(H9b)

(R2=40.8%)

(t>3.291)

H9bPark(2007)

32.81%

4.4

(1)

(H7)

(R2=44.2%)

(t>3.291)

H7Papadopoulou

(2001)HwangKim(2007)

4.5

(1)

(H2)

(R2=1.8%)

(t>1.96)H2

Luo(2005)

5.

6.

(1)

(H1)(H3b)

(H4)(H8)

(2)(H2)

(3)

(H5aH5b)

(4)

(H9b)

(5)

(H7)

(H3a)

(H6a)

(H6b)

(H9a)

Negogo

Negogo

PTT

[1] Groupon 2011

[2] 2006

[3]

2011

[4] Web 2.0 C2C -2008

[5] 2011

[6] E. Anderson, and B. Weitz, Determinants of Continuity in Conventional Industrial

Channel Dyads, Marketing Science, 1989,

Vol. 8, No. 4, pp. 310-323.

[7] E. Anderson, and B. Weitz, The Use of Pledges to Build and Sustain Commitment

in Distribution Channels, Journal of

Marketing Research, 1992, Vol. 29, No. 1,

pp. 18-34.

[8] J. J. Argo, D. W. Dahl, and R. V. Manchanda, The Influence of a Mere

Social Presence in a Retail Context,

Journal of Consumer Research, 2005, Vol.

32, No. 2, pp. 207-212.

[9] D. Ariely, and J. Levav, Sequential Choice in Group Settings: Taking the Road Less

Traveled and Less Enjoyed, Journal of

Consumer Research, 2000, Vol. 27, No. 3,

pp. 279-290.

[10] S. Ba, and P. A. Pavlou, Evidence of the Effect of Trust Building Technology in

Electronic Markets: Price Premium and

Buyer Behavior, MIS Quarterly, 2002, Vol.

26, No. 3, pp. 243-268.

[11] R. F. Baumeister, Yielding to Temptation: Self-control Failure, Impulsive

Purchasing, and Consumer Behavior,

Journal of Consumer Research, 2002, Vol.

28, No. 4, pp. 670-676.

[12] P. M. Blau, Exchange and Power in Social Life, New York: John Wiley and

Sons, 1964.

[13] P. M. Doney, and J. P. Cannon, An Examination of the Nature of Trust in

BuyerSeller Relationships, Journal of

Marketing, 1997, Vol. 61, No. 2, pp.

35-51.

[14] F. R. Dwyer, P. H. Schurr, and O. Sejo, Developing Buyer-Seller Relationship,

Journal of Marketing, 1987, Vol. 51, No. 2,

pp.11-27.

[15] C. Fornell, and D. F. Larcker, Structural Equation Model with Unobservable

Variables and Measurement Error:

Algebra and statistics, Journal of

Marketing Research, 1981, Vol. 18, No. 3,

pp. 382-389.

[16] S. Ganesan, Determinants of Long-term Orientation in Buyer-Seller relationships,

Journal of Marketing, 1994, Vol. 58, No. 2,

pp. 1-19.

[17] A. Hausman, A Multi-method Investigation of Consumer Motivations in

Impulse Buying Behavior, Journal of

Consumer Marketing, 2000, Vol. 17, No. 5,

pp. 403-419.

[18] G. C. Homans, Social Behavior as Exchange, The American Journal of

Sociology, 1958, pp. 597-606.

[19] Y. Hwang, and D. J. Kim, Customer Self-service Systems: The Effects of

Perceived Web Quality with Service

Contents on Enjoyment, Anxiety, and

E-trust, Decision Support Systems, 2007,

Vol. 43, No. 3, pp. 746-760.

[20] S. L. Jarvenpaa, N. Tractinsky, and M. Vitale, Consumer Trust in an Internet

Store, Information Technology and

Management, 2000, Vol. 1, No. 1-2, pp.

45-71.

[21] R. J. Kauffman, and B. Wang, New Buyers Arrival under Dynamic Pricing

Market Microstructure: The Case of

Group-buying Discounts on the Internet,

Journal of Management Information

Systems, 2001, Vol. 18, No. 2, pp.

157-188.

[22] R. J. Kauffman, and B. Wang, Bid Together, Buy Together: On the Efficacy of

the Group-buying Business Model in

Internet-based Selling, In P. B. Lowry, J.

O. Cherrington, and R. R. Watson (eds.),

Handbook of Electronic Commerce in

Business and Society, CRC Press, Baca

Raton, FL, 2002.

[23] R. J. Kauffman, H. Lai, and C. T. Ho, Incentive Mechanisms, Fairness and

Participation in Online Group-buying

Auctions, Electronic Commerce Research

and Applications, 2010, Vol. 9, No. 3, pp.

249-262.

[24] P. G. W. Keen, Are You Ready for Trust Economy, Computer World,

1997,Vol. 31, No. 16, pp. 80.

[25] H. Kim, J. Kim, Y. Lee, and I. Lee, Post-adoption Behavior of Mobile

Internet Users: An Empirical Validation

with a Structural Equation Model,

Working Paper, 2003.

[26] X. Luo, Trust Production and Privacy Concerns on the Internet a Framework

Based on Relationship Marketing and

Social Exchange Theory, Industrial

Marketing Management, 2002, Vol. 31,

No. 2, pp. 111-118.

[27] X. Luo, How Does Shopping With Others Influence Impulsive Purchasing,

Journal of Consumer Psychology, 2005,

Vol. 15, No. 4, pp. 288-294.

[28] K. Marios, and H. S. William, Customer Trust Online: Examining the Role of the

Experience with the Web Site, Available at:

http://cisnet.baruch.cuny.edu/papers/cis20

0205.pdf, 2002.

[29] D. E. Morrison, and J. Firmstone, The Social Function of Trust and Implications

for E-commerce, International Journal of

Advertising, 2000, Vol. 15, No. 5, pp.

l599-1623.

[30] K. A. Neuendorf, The Content Analysis Guidebook, Thousand Oaks, CA: Sage,

2002.

[31] J. Nunnally, Psychometric Theory, Second Edition, New York: McGraw-Hill,

1978.

[32] P. Papadopoulou, A. Andrew, P. Kanellis, and D. Martakos, Trust and Relationship

Building in Electronic Commerce, Internet

Research, 2001, Vol. 11, No. 4, pp.

322-332.

[33] G. Par, Investigating Information Systems with Positivist Case Study

Research, Communications of the AIS,

Vol. 13, 2004, pp. 233-264

[34] C. H. Park, and Y. G. Kim, Identifying Key Factors Affecting Consumer Purchase

Behavior in an Online Shopping Context,

International Journal of Retail &

Distribution Management, 2003, Vol. 31,

No. 1, pp. 16-29.

[35] D. Park, J. Lee, and I. Han, The Effect of On-line Consumer Reviews on Consumer

Purchasing Intention: The Moderating

Role of Involvement, International Journal

of Electronic Commerce, 2007, Vol. 11,

No. 4, pp. 125-148.

[36] J. Peck, and T. L. Childers, If I Touch it I have to have it: Individual and

Environmental Influences on Impulse

Purchasing, Journal of Business Research,

2006, Vol. 59, No. 6, pp. 765-769.

[37] J. A. Quelch, and L. R. Klein, The Internet and International Marketing,

Sloan Management Review, 1996, pp.

60-75.

[38] D. W. Rook, The Buying Impulse, Journal of Consumer Research, 1987, Vol.

14, No. 2, pp. 189-199.

[39] D. W. Rook, and R. J. Fisher, Trait and Normative Aspects of Impulsive Buying

Behavior, Journal of Consumer Research,

1995, Vol. 22, No. 3, pp. 305-313.

[40] A. Strauss, and J. Corbin, Basic of Qualitation Research: Grounded Theory

Precedures & Techniques, Thous & Oaks,

CA: Sage, 1990.

[41] M. Tsvetovat, K. Sycara, Y. Chen, and J. Ying, Customer Coalitions in the

Electronic Marketplace, In Proceedings of

the Third Workshop on Agent-mediated

Electronic Commerce, Barcelona, Spain,

2000, pp. 263-264.

[42] S. J. Yoon, The Antecedents and Consequences of Trust in Online-purchase

Decisions, Journal of Interactive

Marketing, 2002, Vol. 16, No. 2, pp.47-63.

http://cisnet.baruch.cuny.edu/papers/cis200205.pdfhttp://cisnet.baruch.cuny.edu/papers/cis200205.pdf