Title: Factors influencing consumers' purchase intention towards online group buying in Malaysia

Authors: Yean Sien Liew; Mohammad Falahat

Addresses: Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman (UTAR), Jalan Sungai Long, 43000, Kajang, Malaysia ' Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman (UTAR), Jalan Sungai Long, 43000, Kajang, Malaysia

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.

Keywords: electronic word of mouth; e-WOM; online group buying; OGB; perceived usefulness; perceived ease of use; PEOU; trust; perceived risk; Malaysia.

DOI: 10.1504/IJEMR.2019.096627

International Journal of Electronic Marketing and Retailing, 2019 Vol.10 No.1, pp.60 - 77

Received: 11 Aug 2016
Accepted: 21 Jul 2017

Published online: 09 Nov 2018 *

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