英文摘要 |
Nowadays, business models have been changed by the prevalence of Internet. Online group-buying has emerged as the advent of electronic commerce. By using online group-buying as the research context, this study investigates the influences of online community and information richness on transaction cost. Online community includes externality and mutual benefits, while information richness is composed of richness of product information, and richness of recommendation information. Transaction cost is regarded as mediator to have impacts on continuance intention. This study further explores the moderating effects of conformity and price consciousness on the relationship between transaction cost and continuance intention. The results show that externality, mutual benefits, and information richness have influences on transaction cost, including searching cost, implementing cost, and monitoring cost. Three kinds of transaction cost then have negative effects on continuance intention. With regards to personal characteristics, conformity moderates the relationship between searching cost and continuance intention, and the relationship between implementing cost and continuance intention. Price consciousness only moderates the relationship between monitoring cost and continuance intention. |