An Empirical Study on Purchasing Intention of Online Group-buying in China

• 발행기관: 한국유통과학회
• 저자명: Zhai Shuai Wang Jianfeng
• 간행물 정보: 『한국유통과학회 학술대회 논문집』2013년 동계 국제학술대회, 323~332쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.12.11

영문 초록

In recent years, the development of electronic commerce has led to the creation of many new and interesting business models for internet-based buying, and online group-buying has become an effective form of it. Online group-buying is a model in which consumers collaborate and purchase a good at a discounted price. Many online group-buying websites are focusing on social service products which have great potential space for a bigger discount. Customers use "online shopping, offline consuming" as a way to consume, which has different perceived risks along with the change of business model. The purpose of this study is to examine the effect of reputation, price and service on purchasing intention through mediator which is perceived risk. To empirically test the proposed model, a survey was conducted and 140 samples were collected. The result of this study shows price has a significant effect on purchasing intention through perceived risk. This result also shows service and reputation have an insignificant relationship with perceived risk. Therefore, online group-buying retailers should not only focus on making money from the business but also consider how to keep consumers for future business.

목차

Abstract

1. INTRODUCTION

2. LITERATURE REVIEW

3. RESEARCH MODEL AND HYPOTHESE

4. DATA ANALYSIS

5. SUMMARY AND CONCLUSION

References

키워드

online group-buying purchasing intention perceived risk reputation service price