Factors influencing the behaviour of the online group of Asian purchasers

Authors:
Wei-Li Wu;Yi-Chih Lee
Affiliations:
Department of International Business, Chien Hsin University of Science and Technology, No. 229, Jiansing Rd., Jhongli City, Taoyuan County 32097, Taiwan.;Department of International Business, Chien Hsin University of Science and Technology, No. 229, Jiansing Rd., Jhongli City, Taoyuan County 32097, Taiwan
Venue:
International Journal of Information Systems and Change Management
Year:
2012

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Abstract

E-business has become a major tool for both big enterprises and ordinary people as well as the opportunity to develop commercial interests. With the recent emergence of the global group purchase market, social networking sites can win popularity via group purchase and B2C websites, in which the group purchase is regarded as a new mix-match marketing method. The Market Intelligence & Consulting Institute (MIC) revealed that the rate of utilisation of online group purchases by Taiwanese net friends increased to 27% in 2010 from 11% in 2009. In addition, Taiwan's group purchase market reached 7.16 billion new Taiwan dollars in 2010. Unmarried office workers aged from 20 to 29 are the major force behind this consumption. This study mainly utilised the locus of control for personality, trust, and internet usage behaviour in order to construct the research framework, exploring the factors affecting bloggers' online group purchase intentions. The results revealed that the significant factors are trust and internet usage behaviour.