Purchase experience and involvement for risk perception in online group buying

Weiwei Li and Yang Yuan

Nankai Business Review International, 2018, vol. 9, issue 4, 587-607

Abstract: Purpose - The paper aims to explore the factors that influence the risk perception. The moderating roles of purchase experience and purchase involvement are also investigated. Design/methodology/approach - The conceptual model is framed into the SOR (stimulus-organism-response) model, which was tested using data collected from the users of a leading group buying platform in China, with the help of LISREL. Findings - The result indicates that both vendor- and intermediary-related factors exert negative yet significant influences on perceived risk. The relationships between vendor-related attributes and perceived risk are contingent on purchase involvement. The relationships between intermediary-related attributes and perceived risk are subject to purchase experience. Originality/value - This study explores the moderating effects of purchase experience and purchase involvement based on the characteristics of group buying, demonstrating the differences from traditional online shopping.

Keywords: information quality; service quality; perceived risk; online group buying; security and protections (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:nbripp:nbri-11-2017-0064

DOI: 10.1108/NBRI-11-2017-0064

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