The main purpose of this study is to identify the factors that affect purchase intention in B2C cooperative buying. The purchase intention is described in terms of participation frequency and total sum of purchasing on cooperative buying.
It is very interesting that the influencing factors are not identical when two dependent variables. participation frequency and total sum of purchasing, are used. Residential area, sex, and product variability were selected as key influencing factors for the former case. On the other hand, residential area, price, and product quality were selected as key influencing factors for the latter case. Finally, it is worth while to stress that online community, one of the factors considered, will be a key factor as market of cooperative buying is getting bigger.

Abstract
 1. 서론
 2. 연구변수 및 가설설정
  2.1 연구변수의 설정
  2.2 연구의 가설 설정
 3. 결과분석
  3.1 인터넷 공동구매 참여횟수의 영향요인에 관한 분석
  3.2 인터넷 공동구매 구매금액의 영향요인에 관한 가설
 4. 결론
 참고문헌

• 김선욱(단국대학교)
• 박성준(단국대학교)