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首页> 外文期刊>International journal of information systems and change management >Factors influencing the behaviour of the online group of Asian purchasers
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Factors influencing the behaviour of the online group of Asian purchasers

机译：影响亚洲在线购买者群体行为的因素

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摘要

E-business has become a major tool for both big enterprises and ordinary people as well as the opportunity to develop commercial interests. With the recent emergence of the global group purchase market, social networking sites can win popularity via group purchase and B2C websites, in which the group purchase is regarded as a new mix-match marketing method. The Market Intelligence & Consulting Institute (MIC) revealed that the rate of utilisation of online group purchases by Taiwanese net friends increased to 27% in 2010 from 11% in 2009. In addition, Taiwan's group purchase market reached 7.16 billion new Taiwan dollars in 2010. Unmarried office workers aged from 20 to 29 are the major force behind this consumption. This study mainly utilised the locus of control for personality, trust, and internet usage behaviour in order to construct the research framework, exploring the factors affecting bloggers' online group purchase intentions. The results revealed that the significant factors are trust and internet usage behaviour.
机译：电子商务已成为大企业和普通百姓的主要工具，也是发展商业利益的机会。随着全球团购市场的最近兴起，社交网站可以通过团购和B2C网站赢得欢迎，其中团购被视为一种新的混合匹配营销方法。市场情报咨询研究所（MIC）透露，台湾网友在网上购买团购的比例从2009年的11％提高到2010年的27％。此外，台湾的团购市场在2010年达到了71.6亿新台币20至29岁的未婚上班族是这种消费的主要力量。本研究主要利用人格，信任和互联网使用行为的控制源来构建研究框架，探讨影响博客作者在线团购意图的因素。结果表明，重要因素是信任和互联网使用行为。

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