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[email protected] [email protected] [email protected] [email protected]
(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
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
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
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