Consumers' attitudes toward online group buying
What is it about?
The aim of this research is to investigate the determinants of consumers’ attitude towards online group buying (OGB). Furthermore, this study compares male and female shoppers based on their purchasing behavior in OGB.
Why is it important?
Online retail managers should augment customers’ trust and confidence when participating in OGB and customers’ knowledge in its products and services delivered via network group-buying platform. Specifically, online retail managers should improve their transaction security mechanisms and Internet technology to dwindle consumers’ perceived risks in terms of financial, product and time risks. In addition, online retail managers should strengthen customers’ trust and grow online trading confidence when executing OGB. With sufficient knowledge of network group-buying platform, customers would develop more trust to the security of online group-buying platform which lessen the risk cost thereafter. The wide utilization of electronic payment systems including credit cards, PayPal, Google Wallet, etc. among online vendors would enable online payment for goods and services. The effects of financial risk, product risk, time risk, perceived reputation, structural assurance and website trustworthiness jointly accounted for 52 percent of the total variance explained in consumers’ attitude towards OGB, signifying the viability of the proposed method to systematically and precisely investigate the significant factors. These quantitative empirical results transport new and substantial ideas into the marketing model and add to the emergent works around consumers’ OBG behavior.
The following have contributed to this page: Professor Dr Norazah Mohd Suki and Assoc. Prof. Dr. Norbayah Mohd Suki