Consumer perceived value,involvement, trust,susceptibility to interpersonal influence,and intention to participate in online group buying |
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| Affiliation: | 1. Labuan Faculty of International Finance, Universiti Malaysia Sabah, 87000 Federal Territory of Labuan, Malaysia;2. Faculty of Computing and Informatics, Universiti Malaysia Sabah, 87000 Federal Territory of Labuan, Malaysia;1. Department of Accounting and Information Systems, University of Huelva, Plaza de la Merced, 21002 Huelva, Spain;2. Department of Business Administration and Marketing, University of Huelva, Plaza de la Merced, 21002 Huelva, Spain;1. Department of Information Management, National Kaohsiung First University of Science and Technology, Kaohsiung, Taiwan, ROC;2. Department of Tourism Information, Aletheia University, New Taipei City, Taiwan, ROC;3. Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology, Kaohsiung, Taiwan, ROC;4. Ph.D. Programs in Management, National Kaohsiung First University of Science and Technology, Kaohsiung, Taiwan, ROC |
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| Abstract: | Postulating consumer involvement as crucial to online group buying, this study deploys consumer perceived value, perceived trust, and susceptibility to interpersonal influence to provide a closer look at consumer intention to participate in online group buying. The results of the proposed model, tested using structural equation modeling on a sample of 553 respondents, show that consumer involvement plays a central role in explaining intention to participate in online group buying. Consumer perceived value, perceived trust, and susceptibility to interpersonal influence all show a significant relationship with consumer involvement. Consumer perceived value also exhibits a strong relationship with perceived trust, which, in turn, exhibits a significant relationship with intention to participate in online group buying. The results furnish significant contributions to the theory and practice of online group buying and retailing. The limitations of the study and implications for future research in online group buying are discussed. |
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| Keywords: | Online group buying Consumer behavior Involvement Trust Perceived value Interpersonal influence Intention to participate |
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