Influence of the Perception of Network Group-Buying on Purchase Intention of University Students Under the Impact of Reference Groups

Wanming Chen ()
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Wanming Chen: Nanjing University of Aeronautics and Astronautics

A chapter in LISS 2014, 2015, pp 1065-1070 from Springer

Abstract: Abstract This paper discusses the impact of perceived value and risks on network group-buying of college students. From a multidimensional perspective, it quantifies the composition of perception variable, and studies regulation role of the reference group for these effects. Using structural equation model, multi-factor variance analysis and multiple comparisons and other methods for empirical model checking. The research finds that: (1) Functional value, emotional value, service risks, psychological risks in network group-buying play a significant effect on purchase intention of college students. (2) Reference group has significant regulatory function of the willingness to buy. (3) In the case of general support of reference groups, the perceived value declines but the willingness to buy doesn’t change significantly.

Keywords: Network group buying; Reference groups; Perceived value; Perceived risk (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-662-43871-8_153

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DOI: 10.1007/978-3-662-43871-8_153

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