Conceptualising Consumers' Purchase Intention towards Online Group Buying
Journal Title: GATR Global Journal of Business & Social Science Review - Year 2015, Vol 3, Issue 1
Abstract
Objective - Group-buying is a business model based on the power of collective buying. Consumers with similar product interest come together and obtain a significant volume discount from retailers. Online Group Buying (OGB) is growing rapidly and it has become popular and successful in many countries. However, this area still lacks of research and it is in the early stages of development especially in developing and emerging market. This paper aims to conceptual consumers' purchase intention in online group buying. Methodology/Technique - Through intensive literature review on consumers' purchase intention and online group buying, a set of factors proposed as leading influencers. Findings - Findings of this paper reveal that perceived usefulness, perceived ease of use, price, electronic word of mouth, trust and perceived risk are the main determinants of online group buying. Novelty - This paper propose a framework for conceptualising factors that influence consumer's purchase intention in online group buying.
Authors and Affiliations
Liew Yean Sien, Mohammad Falahat
Keywords
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