Academic journal article Journal of Electronic Commerce Research

Consumer Characteristics, Social Influence, and System Factors on Online Group-Buying Repurchasing Intention

Academic journal article Journal of Electronic Commerce Research

Consumer Characteristics, Social Influence, and System Factors on Online Group-Buying Repurchasing Intention

Article excerpt

1. Introduction

The main concept of group buying is that consumers recruit potential consumers to achieve a sufficient order volume for obtaining a discounted group price [Jing andXie, 2011]. Group buying is a common method used by consumers, but group buyers have previously been restricted to asking only peoplewith whom they are familiar to engage in group buying [Liao et al., 2012] .The practice of group buying has existed for many years, but the Internet has made it much more practical than before [Anand and Aron, 2003].By using the Internet, buyers with common interests can connect easily without the involvement of an established acquaintance or geographical limitations [Yuan, 2004] and, thus, OGBcan eliminate the restrictions of traditional group buying [Liao et al., 2012]. Research has suggested that online group-buying (hereafter, OGB)web sites are a particularly effective form of buying [Liao et al., 2012]. OGB web sites has therefore made rapid progress in recent years [Matsuo, 2009]. OGB web sites such as Groupon (www.groupon.com) and LivingSocial (www.livingsocial.com) negotiate with businesses to provide members with substantial discounts [Coulter and Roggeveen, 2012]. In addition to setting low prices to attract OGB web sites users and persuade them to purchase products and services, Ihergo (www.ihergo.com.tw), for example, updates product information daily, which includes multiple upcoming products and the main product features [Ku, 2012]. AlthoughOGB web sites have grown dramatically in the past several years in Taiwan (e.g., GOMAJI, Groupon, 171ife, Ihergo, GoodLife), retaining Web users who continue to use these sites isa critical concern for OGB managers.

Increasingly more online consumers are attracted to OGB, causing widespread academic attention [Anand and Aron, 2003].Certain studies have focused on the price-discovery mechanism [Anandand Aron, 2003; Matsuo, 2009], whereas several consumer studies have focused on consumer motivations such as price advantage, discount amount, novelty, and extraordinary offers [ErdogmusandÇiçek, 2011], as well as gender difference in OGB buying preferences [Liao et al., 2012]. Despite these findings and their insights into OGB literature, research investigating factors that form positive consumer attitudes and intent to reuse OGB web sites is minimal. Based on our research, only one study has explored the factors affecting OGB behavioral intention [Tsai et al., 2011], and their findings indicated that perceived usefulness (PU) and perceived ease of use (PEOU) are antecedent factors of OGB intention. PU is the subjective probability that a prospective user using a particular application system will enhance his or her job performance, and PEOU refers to the degree to which the prospective user expects that using a particular system will be effortless [Davis, 1989]. According to the technology acceptance model (TAM), PU and PEOU are critical antecedents to user attitudes, use intention, and behavior.

Accordingly, academic researchers have focused on understanding the external variables in the TAM. Hung et al. [2013] extended the TAM by incorporating computer self-efficacy and personal innovativeness as consumer characteristics and media richness as a system characteristic that affects the PU and PEOU of digital museums. In addition, a study explored consumer characteristics (i.e., computer self-efficacy) and system characteristics (i.e., computer playfulness) as antecedents to the PEOU of virtual worlds for business [Shen and Eder, 2009]. Several studies have focused on measuring the influence of either subjective norms [Bhatti, 2007] from a social influence perspective or a prior online shopping experience [McKechnie et al., 2006; Tong, 2010], collectivistic values [Noh et al., 2013], or utilitarian shopping orientation [Lee et al., 2006] from the perspective of consumer characteristics. However, few studies have examined the effects of information and system quality from a system perspective [Lin, 2007] . …

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