Influencing factors of consumer intention towards web group buying

Author

Xie, Guobiao ; Zhu, Jie ; Lu, Qiang ; Xu, Suxiu

Author_Institution

Shenzhen Grad. Sch., Harbin Inst. of Technol., Shenzhen, China

fYear

2011

fDate

6-9 Dec. 2011

Firstpage

1397

Lastpage

1401

Abstract

In this paper, based on the technology acceptance model (TAM) we explore the influencing factors of consumer intention towards web group buying. We took back 224 questionnaires. The samples are students and staff in the company, who are the typical web group buying consumers. We use correlation analysis and regression analysis to analyze the questionnaire data and test the hypothesis model. The results show that perceived risk does not have a significant impact on customer intention; however, electronic Word-of-Mouth (eWOM) and discount would influence the intention through changing consumers´ perceived usefulness and subjective norm.

Keywords

Internet; correlation methods; purchasing; regression analysis; retail data processing; Web group buying; consumer intention; consumer perceived usefulness; correlation analysis; discount; electronic word-of-mouth; influencing factors; regression analysis; subjective norm; technology acceptance model; Business; Consumer behavior; Electronic commerce; Internet; Marketing and sales; Mediation; Mouth; Group buying; TAM; eWOM; intention; perceived low price; perceived risk; perceived usefulness;

fLanguage

English

Publisher

ieee

Conference_Titel

Industrial Engineering and Engineering Management (IEEM), 2011 IEEE International Conference on

Conference_Location

Singapore

ISSN

2157-3611

Print_ISBN

978-1-4577-0740-7

Electronic_ISBN

2157-3611

Type

conf

DOI

10.1109/IEEM.2011.6118146

Filename

6118146