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Beyond price: how does trust encourage online group's buying intention?

Beyond price: how does trust encourage online group's buying intention? Purpose – The purpose of this paper is to investigate how online trust affects group shopping intention in the Ihergo web site. Design/methodology/approach – Samples from the Ihergo web site were collected by mailing a questionnaire survey to those who agreed to participate. Findings – Group‐buying operators need to understand their consumers and the scheduling shopping rules between internet shoppers and firms. Moreover, word‐of‐mouth (WOM) can be created online by offering web visitors the ability to access the opinions of satisfied customers. Practical implications – An online business may adopt different methods to enhance its customer satisfaction level. When people enter a significant amount of personal data at a web site, they are typically reluctant to change vendors and enter the data again. Social implications – Customers view a group‐buying operator as a shopping expert, and expect that the group‐buying operator can handle shopping problems before a dispute occurs. Originality/value – The findings of this study provide interesting insights for group‐buying operators interested in group‐buying commerce; consumers having a high level of interest in shopping possess a strong motivation and desire to interact with the group‐buying operator. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Beyond price: how does trust encourage online group's buying intention?

Internet Research , Volume 22 (5): 22 – Oct 12, 2012

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1066-2243
DOI
10.1108/10662241211271554
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to investigate how online trust affects group shopping intention in the Ihergo web site. Design/methodology/approach – Samples from the Ihergo web site were collected by mailing a questionnaire survey to those who agreed to participate. Findings – Group‐buying operators need to understand their consumers and the scheduling shopping rules between internet shoppers and firms. Moreover, word‐of‐mouth (WOM) can be created online by offering web visitors the ability to access the opinions of satisfied customers. Practical implications – An online business may adopt different methods to enhance its customer satisfaction level. When people enter a significant amount of personal data at a web site, they are typically reluctant to change vendors and enter the data again. Social implications – Customers view a group‐buying operator as a shopping expert, and expect that the group‐buying operator can handle shopping problems before a dispute occurs. Originality/value – The findings of this study provide interesting insights for group‐buying operators interested in group‐buying commerce; consumers having a high level of interest in shopping possess a strong motivation and desire to interact with the group‐buying operator.

Journal

Internet ResearchEmerald Publishing

Published: Oct 12, 2012

Keywords: Internet; Consumer behaviour; Trust; Electronic commerce; Web sites; Internet marketing; Online shopping

References

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