資訊揭露、信任、搜尋成本對網路團購意願之實證研究

Online group-purchasing is a new way of shopping that should not be underestimated due to the business opportunities and potential growth it offers. Therefore, they are many business operators who are interested in building online shopping platforms to seize the market. After a review of literature on online group-purchasing, it was found that most studies have revolved around the motivations, influencers, electronic word of mouth in the online group-purchasing activities. There are still few studies on search cost, trust and purchase intention from the perspective of information disclosure. This research applied the purposive sampling to collect the data from respondents who have experiences in buying products and services through the group-purchasing websites. The questionnaires were distributed via Internet and a total of 201 valid questionnaires have been withdrawn. The results showed that information disclosure on the group-purchasing websites has a positive influence on saving search costs, promoting the purchase intention and enhancing customer’s trust. Saving searching costs also has a positive influence on customer’s purchase intention. Finally, this study offers concrete suggestions to enhance customers' group-purchasing intention and provides marketing strategies to the online group-purchasing industry for future reference.