Determinants of Online Group Buying Behaviour: The Moderating Role of Informational Social Influence

Tracie Chin Sook Harn, Geoffrey Harvey Tanakinjal, Stephen Liason Sondoh Jr., Hamid Rizal

Abstract


ABSTRACT

This study aims to develop a theoretical model to explicate online group buying behaviour. The research was based on Technology Acceptance Model (TAM) and two determinants of perceived enjoyment and informational social influences. A total of 150 usable questionnaires are collected and analysed using a multiple regression analysis to examine the strength of relationships between these variables. The results suggest perceived ease of use has no significant influence on online group purchase intention; however, perceived usefulness and perceived enjoyment completely mediate the relationship between perceived ease of use and purchase intention. Interestingly, the study indicates informational social influence has no moderating effect on determinants of purchase intention towards online group buying. The results of this study offer marketers with better insights that would help them develop effective strategies to attract online group buying users and increase sales profit.

Keywords: Online group buying; informational social influence; perceived enjoyment; technology acceptance model; Malaysia

ABSTRAK

Kajian ini membangunkan satu model-teoretikal bagi menghuraikan tingkah-laku pembelian dalam talian secara berkumpulan. Kajian yang dijalankan adalah berdasarkan kepada Model Penerimaan Teknologi (TAM) dan dua pembolehubah penentu; iaitu, perspesi keseronokan dan pengaruh maklumat sosial. Sebanyak 150 soal selidik yang berjaya dikumpulkan kemudiannya dianalisis menggunakan analisis regresi berganda untuk memeriksa kekuatan hubungan antara pembolehubah. Keputusan menunjukkan persepsi mudah digunakan tidak mempunyai pengaruh yang signifikan terhadap pembolehubah keinginan untuk membuat pembelian dalam talian secara berkumpulan; namun, pembolehubah tanggapan kegunaan dan kenikmatan didapati menjadi pengantara antara persepsi mudah digunakan dan niat pembelian. Menariknya, kajian menunjukkan pengaruh maklumat sosial tidak mempunyai kesan sebagai perantara terhadap niat pembelian dalam talian secara berkumpulan. Keputusan kajian ini menawarkan pemasar dengan pengetahuan yang lebih baik yang akan membantu mereka membangunkan strategi-strategi yang berkesan untuk menarik minat pembelian dalam talian secara berkumpulan, dan seterusnya meningkatkan jumlah jualan.

Kata kunci: Pembelian atas talian secara berkumpulan; pengaruh maklumat sosial; persepsi kenikmatan; model penerimaan teknologi; Malaysia


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