Perceived benefits, perceived risk, and trust: Influences on consumers' group buying behaviour
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 29 March 2013
Abstract
Purpose
The purpose of this paper is to investigate how perceived benefits, perceived risk, and trust influence Chinese consumers' online group buying organized by institutional initiators.
Design/methodology/approach
In total, 578 valid samples were collected via an online survey. Multiple regressions were used to test the research model.
Findings
The results show that three perceived benefits (price benefit, convenience benefit, and recreational benefit) and three factors that together represent trust of the initiator (perceived reputation, structural assurance, and website trustworthiness) significantly positively influence consumers' attitudes toward online group buying.
Originality/value
This study is the first one to specifically focus on how perceived benefits and perceived risks influence consumers' attitudes toward online group buying.
Keywords
Citation
Tingchi Liu, M., Brock, J.L., Cheng Shi, G., Chu, R. and Tseng, T. (2013), "Perceived benefits, perceived risk, and trust: Influences on consumers' group buying behaviour", Asia Pacific Journal of Marketing and Logistics, Vol. 25 No. 2, pp. 225-248. https://doi.org/10.1108/13555851311314031
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited