A Study of Customers' Switching Intention from Web Retail to Web Group-Buying based on PPM Theory
| Autor: | Chen, Hsiao-Mei, 陳曉玫 |
|---|---|
| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 What to affect customers to switch their shopping opinions is an important and significant area for business. Due to the rapid development of information technologies and networking, consumers now have even more choices, because they can shop anytime anywhere from varied platforms using different methods. Group buying is an growing business model. This research aims to understand the reasons of consumers changing their shopping channels from electronic retails to group buying websites. The migration laws and PPM (Pulling, Pushing and Mooring) Theory are the major theory used in the thesis. Two online questionnaire surveys are conducted in the year of 2012 and 2013 to understand and analyse users’ opinions. There are 302 valid questionnaires collected during the survey. Regression analysis has been used to conduct hypothesis testing and model validation. The result shows customers moving to group buying are most affected by the PULL side factors, especially the increasing of subjective norms, reputation, trust and, lower perceived risks. The PUSH factors are relatively less important. However, the bargain price, and retail services quality might PUSH customers to the other channels. In this study, the formation of customer switching behavior provides good direction of thinking, while also providing customer switching behavior research framework more complete and comprehensive models. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|