The Charisma of Online Group-Buying: The Moderating Role of Social Motivation

IJIIS : International Journal of Informatics and Information Systems

View Publication Info
 
 
Field Value
 
Title The Charisma of Online Group-Buying: The Moderating Role of Social Motivation
 
Creator Chen, Yi-Mu
Huang, Tseng-Lung
Hung, Sean
 
Subject Group Buying; Deal Popularity; Discount Rate; Social Motivation;
 
Description Group buying can spread worldwide because the growth of the online shopping market has been considerable. In addition to deal popularity and discount rate, social motivation was included in this study. If a consumer cannot achieve an economic exchange benefit, a social exchange benefit might provide another function for the group member to stay in the community. This study adopted convenience sampling and an online questionnaire to conduct a survey. Among 240 questionnaires collected, 204 were valid. According to ANOVA analysis, the results demonstrated that social motivation has a positive influence on the relationship between the discount of a product and customers 'purchasing intention but not on the relationship between the popularity of a product and customers' purchasing intention. Therefore, we concluded that strengthening social networking can have a positive effect on customers' purchasing intention and thus encouraging the development of group purchasing retailers and related industries.
 
Publisher Bright Publisher
 
Contributor
 
Date 2021-05-03
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://ijiis.org/index.php/IJIIS/article/view/86
10.47738/ijiis.v2i1.86
 
Source International Journal of Informatics and Information Systems; Vol 2, No 3: December 2019; 99-101
2579-7069
10.47738/ijiis.v2i3
 
Language eng
 
Relation http://ijiis.org/index.php/IJIIS/article/view/86/43
 
Rights Copyright (c) 2021 International Journal of Informatics and Information Systems
https://creativecommons.org/licenses/by-sa/4.0
 

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