Pricing strategy, perceived value, perceived risk, and repurchase intention: online group buying of food products among university students

in International Symposium (oral presentation paper), 國際研討會(全文口頭發表)
標題Pricing strategy, perceived value, perceived risk, and repurchase intention: online group buying of food products among university students
出版類型國際研討會(全文口頭發表)
出版年度2014
AuthorsChi-Ting Chen, 陳琪婷, & Pei-Chun Lai 賴佩均
出版日期May 23 2015 12:0
會議地點Kuala Lumpur
其他編號0000
中文摘要

Due to the rapid growth of internet shopping in recent years, online group buying in food products are also accelerated rising in demand. Therefore, the main purpose of the study is to examine the impact of pricing strategies, perceived value, perceived risks on university students’ repurchase intention on online group buying of food products. Both internet survey and questionnaire survey methods were applied to collect data in Taiwan. The total of 335 university students participated in the study, generated the valid 71.3% return rates. The results of study show that pricing strategies have significantly effects on perceived value and repurchase intention, and have partially effects on perceived risks in online group buying food products. Besides, perceived value and perceived risk also significantly effect on repurchase intention of food products online group buying. Thus, good pricing strategies may enhance product perceived value, and friendly internet shopping experiences may also positively augment online group buying repurchase intention. The results of the study can provide useful information for the development of marketing strategies for the online food industry.

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