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 op...

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Bibliographic Details
Published in:Internet research 2012-01, Vol.22 (5), p.569-590
Main Author: Ku, Edward C.S.
Format: Article
Language:English
Subjects:
Business
Commerce
Consumers
Credibility
Customers
Electronic commerce
Environment
Intention
Internet
Literature Reviews
Merchandise Information
On-line systems
Online
Online shopping
Operators
Order processing
Perceptions
Personal information
Prices
Purchasing
Purchasing groups
Reference Groups
Reputations
Research Design
Sales
Shopping
Site Development
Structural Equation Models
Studies
Surveys
Trust
Trust (Psychology)
Web sites
Websites
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Summary: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.
ISSN:1066-2243
2054-5657
DOI:10.1108/10662241211271554