Purchase experience and involvement for risk perception in online group buying
Purpose: The paper aims to explore the factors that influence the risk perception. The moderating roles of purchase experience and purchase involvement are also investigated. Design/methodology/approach: The conceptual model is framed into the SOR (stimulus-organism-response) model, which was tested using data collected from the users of a leading group buying platform in China, with the help of LISREL. Findings: The result indicates that both vendor- and intermediary-related factors exert negative yet significant influences on perceived risk. The relationships between vendor-related attributes and perceived risk are contingent on purchase involvement. The relationships between intermediary-related attributes and perceived risk are subject to purchase experience. Originality/value: This study explores the moderating effects of purchase experience and purchase involvement based on the characteristics of group buying, demonstrating the differences from traditional online shopping.
Year of publication: |
2018
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Authors: | Li, Weiwei ; Yuan, Yang |
Published in: |
Nankai Business Review International. - Emerald, ISSN 2040-8749, ZDB-ID 2549226-3. - Vol. 9.2018, 4 (30.10.), p. 587-607
|
Publisher: |
Emerald |
Saved in:
Online Resource
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