Determinants of Consumer Participation in Online Group Buying:

• 발행기관: 한국무역연구원
• 저자명: Hui-Tzu Lin Hyun-Jee Kim Li-Wen Wang
• 간행물 정보: 『무역연구』제12권 제4호, 1~12쪽, 전체 12쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2016.08.30

영문 초록

Under the rise of network group-buying, consumers can form groups of strangers through the Internet, under the leadership of an coordinator, to integrate internal opinions and negotiate with vendors. Therefore, the coordinator gradually becomes a business. In this newly developed business, the coordinators compete with each other. In the past, most of research studies with regard to Internet group-buying focused on exploring the internet factors of consumer willingness or intention to repurchase. However, studies about applying the characteristics of an coordinator as a moderator to determine the impact of the repurchase intention were rare and thus, this is what this study set out to do. In this study, data was collected through an online questionnaire to examine the relationship between commodity eWOM, the features of the coordinator, online contexts and consumer repurchase intention. Empirical results show that: (1) eWOM has a significant impact on repurchase intention, (2) the features of the coordinator have a significant impact on repurchase intention, (3) online contexts have a significant impact on repurchase intention, (4) the features of coordinator have a negative moderate effect on eWOM and repurchase intention, and (5) online contexts do not have a moderating effect on eWOM and repurchase intention.

키워드

Electronic Word-of-Mouth eWOM Online Group-buying Repurchase Intention Trust