Conceptualising Consumers’ Purchase Intention Towards Online Group Buying

Global Journal of Business and Social Science Review, Vol. 3(1) 2015. 47-55

9 Pages Posted: 19 Jul 2017 Last revised: 22 Jul 2017

See all articles by Liew Yean Sien

Liew Yean Sien

Tunku Abdul Rahman University (UTAR)

Mohammad Falahat

Tunku Abdul Rahman University (UTAR)

Date Written: January 13, 2015

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 aim 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 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.

Type of Paper: Conceptual.

Keywords: Electronic Word Of Mouth; Online Group-Buying; Perceived Usefulness; Perceived Ease-Of-Use; Price; Trust; Perceived Risk

JEL Classification: D1, P22, P36, P46

Suggested Citation

Yean Sien, Liew and Falahat, Mohammad, Conceptualising Consumers’ Purchase Intention Towards Online Group Buying (January 13, 2015). Global Journal of Business and Social Science Review, Vol. 3(1) 2015. 47-55, Available at SSRN: https://ssrn.com/abstract=3001728

Liew Yean Sien (Contact Author)

Tunku Abdul Rahman University (UTAR) ( email )

Sungai Long Campus Lot PT 21144
Bandar Sg. Long, Cheras, Selangor D.E.,
Bandar Sungai Long, 43000
Malaysia

Mohammad Falahat

Tunku Abdul Rahman University (UTAR) ( email )

Sungai Long Campus Lot PT 21144
Bandar Sg. Long, Cheras, Selangor D.E.,
Bandar Sungai Long, 43000
Malaysia

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