Affiliations: [a] Department of Information Management, National University of Kaohsiung, Kaohsiung, Taiwan, R.O.C. | [b] Department of Information Management, Southern Taiwan University of Science and Technology, Tainan, Taiwan, R.O.C.
Correspondence:
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Corresponding author: Sheng Wu, Department of Information Management, Southern Taiwan University of Science and Technology, No. 1, Nan-Tai Street, Yongkang Dist., Tainan 710, Taiwan ROC. Tel.: +886 6 2533131#8310; Fax: +886 6 2541621; E-mail: shengwu@mail.stust.edu.tw. (S. Wu), E-mail: cathy@nuk.edu.tw. (C.S. Lin).
Abstract: Online group-buying has become a widespread shopping way in recent years. To complete online group-buying, certain factors influence the activity of group-buying for the initiator and the group buyer. This paper examines three exogenous factors of trust in the initiator, perceived benefits, and social interaction from social commerce perspective for understanding their influence on the behavior of online group-buying. Based on 202 valid responses collected from an online survey questionnaire, partial least squares technology was employed to examine the research model. While online group-buying has been recognized as a kind of social commerce integration, the three antecedents are considered from this kind perspective. The results also demonstrate that the three antecedents play important role in influencing group buyers’ decision making. Online group-buying intention is influenced mostly by attitude, perceived behavioral control, and peer norm, whereas online group-buying behavior is impacted by perceived behavior control and online group-buying intention.
Keywords: Online group-buying, social commerce, perceived benefits, trust, social interaction
