Factors Influencing Consumers' Purchase Intention Towards Online Group Buying Websites
Group-buying is a business. model based on the power of collective buying. Consumers with similar product interest come together and obtain a significant volume discount from retailers. Online group buying (0GB) is growing rapidly and it has become popular and successful in many countries. Howeve...
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| Main Author: | |
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| Format: | Final Year Project Report |
| Language: | English |
| Published: |
Universiti Malaysia Sarawak (UNIMAS)
2019
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/35917/1/Era%20Fazirah%20Kamaruddin%20ft.pdf http://ir.unimas.my/id/eprint/35917/ |
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| Institution: | Universiti Malaysia Sarawak |
| Language: | English |
| Summary: | Group-buying is a business. model based on the power of collective buying. Consumers
with similar product interest come together and obtain a significant volume discount
from retailers. Online group buying (0GB) is growing rapidly and it has become
popular and successful in many countries. However, this area still lacks of research and
it is still in the early stages of development especially in developing and emerging
market.
This study aims to examme the factors influencing consumers' purchase intention
towards online group buying in the context of Kota Samarahan. Six dimensions were
employed in measuring consumers' purchase intention in online group buying, such as
perceived· usefulness (PU), perceived ease of us (PEOU), price, electronic word of
mouth (e-WOM), trust and perceived risk (PR). A total of 384 valid samples were drawn
from consumers who reside in Kota Samarahan. |
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