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- W2419136933 abstract "With rapid advances in information technology, online group buying has become a normal practice. This article proposes a model that relates the characteristics of participants in online buying groups, using price perception, tendency to conform, initiator credibility, and perceived risk of group buying activities, mediated by cause-related marketing strategy. A total of 300 valid respondents, who have previously participated in online group buying, were surveyed and their responses collated. Descriptive statistics, reliability analysis, validity analysis, and regression analysis were used to test the hypotheses. The results show that price perception, tendency to conform, initiator credibility, and perceived risk have positive effects on online group buying activities. The mediating impact of cause-related marketing showed no significant effect. Suggestions regarding the implications of this and future research are also presented." @default.
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- W2419136933 date "2014-06-01" @default.
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- W2419136933 title "Determinants of Consumer Participation in Online Group Buying" @default.
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