A CASE STUDY OF THE USES AND GRATIFICATIONS OF GROUP-BUYING WEBSITE – AN EXAMPLE OF TAIWAN GROUPON
Yu-Shan Hsu, Huai-En Peng
Pages: 371-379
Published: 1 Jan 2013
Views: 300
Downloads: 18
Abstract: Using Groupon in Taiwan as an example, this study investigates how the interaction between consumer demographics and media information impact and influence on the motivations and gratifications of consumers. An analysis of the data reveals a statistically significant relationship between media exposure and consumers’ desire to participate in Online Group Buying.
Keywords: group-buying website, consumer, uses and gratifications, e-commerce, mess media
Cite this article: Yu-Shan Hsu, Huai-En Peng. A CASE STUDY OF THE USES AND GRATIFICATIONS OF GROUP-BUYING WEBSITE – AN EXAMPLE OF TAIWAN GROUPON. Journal of International Scientific Publications: Media & Mass Communication 2, 371-379 (2013). https://www.scientific-publications.net/en/article/1002998/
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