Perceived Risk in Tuanzhu Group Buying and Traditional Online Buying in Taiwan

Ying-Yu Chen, Yi-Shiang Duan, Jia-Jen Ni and Jin-Long Liang

International Business Research, 2016, vol. 9, issue 12, 92-102

Abstract: Consumers who have adopted tuanzhu group buying (TGB) changed from one-on-one online buying to buying led by a tuanzhu (ie. group leader). The tuanzhu integrates the demands and funds of multiple consumers and is responsible negotiating with the seller to achieve better transaction results as well as to acquire more information about the product to reduce various kinds of risk. However, the TGB mechanism is marred by delays and uncertainties, which can trigger potential customer risks. We recruited as participants 193 college students from four business schools. All students participated in the research voluntarily. The respondents were randomly assigned to the traditional online buying and TGB groups. Of the 193 surveys distributed, 146 were returned. Results of this study show that consumers’ perceived risk is higher with TGB than with online buying. As a result, TGB is much more complicated than traditional online buying, and thus consumers’ perceived risk is higher with TGB than with traditional online buying.

Keywords: e-commerce; group buying; internet marketing; online buying; perceived risk; tuanzhu (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.ccsenet.org/journal/index.php/ibr/article/view/64264/34914 (application/pdf)
http://www.ccsenet.org/journal/index.php/ibr/article/view/64264 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibn:ibrjnl:v:9:y:2016:i:12:p:92-102

Access Statistics for this article

More articles in International Business Research from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().