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- W2337508857 abstract "Online group buying (OGB) is growing rapidly and it has become popular in many countries. Due to the lack of research and early stage of development in the developing and emerging market, we aim to examine the factors influencing consumers' purchase intention towards online group buying in the Malaysian context. Through intensive literature review on consumers' purchase intention and online group buying, a set of factors are proposed as leading influencers. This paper reveals that perceived usefulness (PU), perceived ease of use (PEOU), price, electronic word of mouth (e-WOM), trust and perceived risk (PR) are the main determinants of online group buying. The three major factors, PU, price and e-WOM, demonstrated relatively strong impact on consumers' purchase intention towards OGB whilst trust and perceived risk shown significant impact and moderate impact respectively on consumers' participation in OGB. Contrarily, PEOU was found to have no influence in Malaysian consumers." @default.
- W2337508857 created "2016-06-24" @default.
- W2337508857 creator A5044268494 @default.
- W2337508857 creator A5068806807 @default.
- W2337508857 date "2019-01-01" @default.
- W2337508857 modified "2023-10-17" @default.
- W2337508857 title "Factors influencing consumers' purchase intention towards online group buying in Malaysia" @default.
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- W2337508857 doi "https://doi.org/10.1504/ijemr.2019.10017363" @default.
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