Exploring antecedents and consequence of online group-buying intention: An extended perspective on theory of planned behavior

• Published in: International journal of information management 2013-02, Vol.33 (1), p.185-198
• Main Authors: Cheng, Hsiu-Hua, Huang, Shih-Wei
• Format: Article
• Language: English
• Subjects: Competition; Consumer behavior; Electronic commerce; Electronic word-of-mouth; Exact sciences and technology; Groups; Information and communication sciences; Information science. Documentation; Information service management; Information system management; Library and information science. General aspects; Network embeddedness; Online group-buying; Sciences and techniques of general use; Studies; Theory of planned behavior; Use and user studies. Information needs; Website quality; Word of mouth advertising
• ISSN: 0268-4012; 1873-4707
• DOI: 10.1016/j.ijinfomgt.2012.09.003

► Experiential e-WOM affects potential consumer intention. ► Relational embeddedness affects potential and current consumer intention. ► Structural embeddedness affects current consumer intention. ► Service quality attitude impacts potential consumer intention. ► System quality attitude affects current consumer intention. With the development of electronic commerce, many dotcom firms are selling products to consumers across different countries and regions. The managers of online group-buying firms seek to increase customer purchasing intentions in the face of competition. Online group-buying refers to a certain number of consumers who join together as a group via Internet, for the purpose of buying a certain product with a discount. This study explores antecedents of intention to participate in online group-buying and the relationship between intention and behavior. The research model is basaed on planned behavior theory, electronic word-of-mouth, network embeddedness, and website quality attitude. An online survey is administered to 373 registered members of the ihergo website. Data is analyzed using the partial least squares method, and analytical results demonstrate that for potential consumers, experiential electronic word-of-mouth, relational embeddedness of the initiator, and service quality attitude influence intention to engage in online group-buying; for current consumers, intention to attend online group-buying is determined by the structural and relational embeddedness of the initiator, system quality attitude positively affects intention, and intention positively affects online group-buying behavior. This study proposes a new classification of electronic word-of-mouth and applies the perspective of network embeddedness to explore antecedents of intention in online group-buying, broadening the applicability of electronic word-of-mouth and embeddedness theory. Finally, this study presents practical suggestions for managers of online group-buying firms in improving marketing efficiency.