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- W2164927167 startingPage "109" @default.
- W2164927167 abstract "This study proposes a theoretical model from a collectivism perspective to examine the factors affecting buyers’ motivation to engage in auctions through online group-buying websites. The model was tested using the data collected from 218 buyers participating in a Taiwan online group-buying website. The results show that the intention to participate in online group-buying auctions significantly affected group-buying behavior, while conformity, attitude, and collective efficacy had significant influences on the intention to participate in online group-buying auctions. The results also indicate that trust in websites, trust in auction initiators, and trust in buyers are the antecedents of attitudes toward online group-buying auctions. Implications for theory and practice and suggestions for future research are discussed." @default.
- W2164927167 created "2016-06-24" @default.
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- W2164927167 date "2015-05-01" @default.
- W2164927167 modified "2023-09-28" @default.
- W2164927167 title "UNITY IS STRENGTH: UNDERSTANDING USERS' GROUP BUYING BEHAVIOR IN TAIWAN FROM A COLLECTIVISM PERSPECTIVE" @default.
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