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研究生：	林真真 Lim, Maybelline Roselle
論文名稱：	Examining the Website e-Satisfaction and Trust towards Purchase Intention on Two Group Buying Sites in the Philippines Examining the Website e-Satisfaction and Trust towards Purchase Intention on Two Group Buying Sites in the Philippines
指導教授：	黃國平 Hwang, Kuo-Ping
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所碩士班 Institute of International Management (IIMBA--Master)
論文出版年：	2013
畢業學年度：	101
語文別：	英文
論文頁數：	109
外文關鍵詞：	Group buying bites, Daily deals sites, Ensogo Philippines, Cash cash Pinoy, Purchase intention, Philippines, Social Exchange Theory (SET), Unified Theory of Acceptance and Use of Technology (UTAUT)
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Online Group Buying Sites have been considered as one of most successful ecommerce business today because it not only benefits the firms but also customers as well- it’s a win-win situation for shareholders. It is a Daily Deals website wherein it offers goods and services at a very low price given that there are certain number of people buying the product or service and in a predetermined time. This type of business model not only attracts the practitioners but also people from the academe.In the Philippines, Many online group buying sites have emerged since the start of their existence in the country on 2010 however there were only few remains to date. This paper tries to examine Filipino consumer’s purchase intention towards group buying sites specifically Cash Cash Pinoy and Ensogo Philippines using Social Exchange Theory (Trust, Reciprocity, Reputation and Vendor’s Creativity) and UTAUT Theory (Performance Expectancy, Effort Expectancy, Facilitating Conditions, Social Influence and Purchase Intention).
Research results are based on samples collected from 315 respondents. 142 of which are respondents with previous purchase experience from the mentioned sites and 173 of those are inexperienced or haven’t tried purchasing from the mentioned group buying sites. Two Clusters with Recency, Frequency, Monetary variables are done and results shows that there is a significant effect on Low monthly income earners on how much they buy and how frequent they buy from the group buying sites. Furthermore, results also show that for all the respondents that satisfaction has a significant effect towards Purchase Intention. Moreover, a difference in results from experienced and inexperienced buyers are observed; inexperienced buyers tends to focus more on facilitating conditions of the websites while experienced buyers tend to focus more on Performance expectancy, Effort Expectancy, Reputation and Social Influence that have significant effects on Satisfaction that leads consumers to purchase.
This research tries to study both experienced and inexperienced consumer behavior by examining the antecedents of Purchase Intention with the consideration of Technological and Psychological contexts. Future research directions and implications are also discussed further in this research.

TABLE OF CONTENTS
ABSTRACT	I
ACKNOWLEDGEMENTS	III
TABLE OF CONTENTS	V
LIST OF TABLES	IX
LIST OF FIGURES	XI
CHAPTER ONE INTRODUCTION	1
1.1 Research Backgroundand Motivations.	1
1.2 Research Objectives and Contribution.	8
1.3 Scope of the Study.	10
1.4 Research Procedure and Structure.	10
CHAPTER TWO LITERATURE REVIEW	13
2.1 Group Buying Sites.	13
2.2 Unified Technology Acceptance and Use of Technology Model.	14
2.2.1 Social Influence.	16
2.3 Social Exchange Theory.	17
2.3.1 Trust.	19
2.3.2 Website e-Satisfaction.	20
2.3.3 Reciprocity.	21
2.3.4Reputation.	21
2.4 Perceived Vendor’s Creativity.	22
2.5 Purchase Intention.	23
2.6Development of Research Hypothesis.	23
2.6.1 The Relationship between Performance Expectancy to Satisfaction.	23
2.6.2 The Relationship between Effort Expectancy to Website e-Satisfaction.	23
2.6.3The Relationship between Facilitating Conditions to Website e-Satisfaction.	24
2.6.4The Relationship between Perceived Vendor’s Creativity and Website e-Satisfaction.	24
2.6.5 The Relationship between Reciprocity to Trust.	25
2.6.6 The Relationship between Reputation and Trust.	25
2.6.7 The Relationship between Social Influence and Trust.	26
2.6.8 TheRelationship between Trust and Purchase Intention.	26
2.6.9TheRelationship between Website e-Satisfaction and Purchase Intention.	27
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY	29
3.1 Conceptual Framework.	29
3.2 Construct Measurement.	29
3.3 Hypotheses to be Tested.	33
3.4 Questionnaire Development and Sampling Plan.	34
3.5 Data Analysis Procedure.	35
3.5.1 Descriptive Statistics Analysis.	35
3.5.2 Purification and Reliability Analysis.	35
3.5.3 Factor Analysis.	35
3.5.4 Item-to-Total Correlation.	36
3.5.5 Internal Consistency Analysis (Cronbach’s Alpha).	36
3.5.6 Confirmatory Factor Analysis (CFA).	36
3.5.7 Structural Equation Model (SEM).	37
3.5.8 Cluster Analysis Using RFM Variables.	38
CHAPTER FOUR RESEARCH RESULTS	40
4.1 Data Collection.	40
4.2 Descriptive Analysis.	41
4.2.1 Characteristics of Respondents.	41
4.2.2 Consumption Information of Experienced Respondents.	43
4.2.3 Mean and Variance of Measurement.	45
4.3 Reliability Analysis.	53
4.4 Exploratory Factor Analysis and Reliability Test.	55
4.4.1 With Purchase Experience.	56
4.4.2 Without Purchase Experience.	58
4.5 Confirmatory Factor Analysis.	76
4.5.1 CFA for Experienced Buyers.	76
4.5.2 CFA for Inexperienced Buyers.	76
4.5 Common Method Variance.	87
4.6 Structural Equation Modeling and Results of Hypothesis Tests.	88
4.6.1 Structural Equation Model for Experienced Buyers.	88
4.6.2 Structural Equation Model for Inexperience Buyers.	89
4.6.3 Revised Model for Experienced Buyers.	92
4.6.4 Revised Model for Inexperienced Buyers.	93
4.8 Cluster Analysis and ANOVA.	96
4.8.1. Cluster Analysis with RFM Variables.	96
4.8.2 ANOVA for Control and Dependent VariablesUsing RFM Data.	97
4.9 Discussion.	103
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS	104
5.1 Research Discussion and Conclusion.	104
5.1.1Theoretical Implications.	104
5.1.2 Managerial Implications.	105
5.3 Research Limitations and Suggestions.	106
5.3.1 Research Limitations.	106
5.3.2 Research Suggestions.	107
REFERENCES	108
APPENDICES	118
Appendix 1: Questionnaire	118


 
LIST OF TABLES
Table 1-1 Scope of the Study	10
Table 3-1 Operationalization of Constructs	31
Table 3-2 Questionnaire Items	31
Table 4-1 Characteristics of Respondents	43
Table 4-2 Consumption Information of Experienced Buyers	44
Table 4-3 Descriptive Analysis	47
Table 4-4 Reliability Analysis of Measurement	53
Table 4-5 Factor Analysis and Reliability Test for Experienced Buyers	61
Table 4-6 Factor Analysis and Reliability Test for Inexperienced Buyers	63
Table 4-7 Results for CFA for Experienced Buyers	78
Table 4-8 Results for CFA for Inexperienced Buyers	83
Table 4-9 Common Method Variance Analysis (with Purchase Experience)	87
Table 4-10 Common Method Variance Analysis (without Purchase Experience)	87
Table 4-11 Results of SEM for Experienced Buyers	90
Table 4-12 Results of SEM for Inexperienced Buyers	91
Table 4-13 SEM Results for Revised Modelof Experienced Buyers	94
Table 4-14 Comparison of SEM Results for Existing and Revised Model (Experienced Buyers)	95
Table 4-15 SEM Results for Revised Modelof Inexperienced Buyers	96
Table 4-16 Comparison of SEM Results for Existing and Revised Model (Inexperienced Buyers)	96
Table 4-17 Results of Cluster Analysis with RFM Variables	97
Table 4-18 Result of Cluster Analysis of Control VariablesUsing RFM Data	98
Table 4-19 Result of T-test of Dependent Variables Using RFM Data	103
Table 5-1 Comparison of SEM Results for Experienced and Inexperienced Buyers	104

 
LIST OF FIGURES
Figure 1-1.Asia top internet countries	2
Figure 1-2. Southeast Asia internet penetration	4
Figure 1-3. Research flowchart	11
Figure 2-1. UTAUT model	17
Figure 2-2. SET theory	19
Figure 3-1.Conceptual model	30
Figure 4-1. Pearson correlation matrix (with Purchase Experience)	74
Figure 4-2. Pearson correlation matrix (without Purchase Experience)	75
Figure 4-3. CFA for experienced buyers	77
Figure 4-4. CFA for inexperienced buyers	82
Figure 4-5. SEM for experienced buyers	90
Figure 4-6. SEM for inexperienced buyers	91
Figure 4-7. Revised SEM for experienced buyers	94
Figure 4-8. Revised SEM for inexperienced buyers	95

                                    

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