Abstract
Purpose – The purpose of this paper is to investigate how online trust affects group shopping intention in the Ihergo web site. Design/methodology/approach – Samples from the Ihergo web site were collected by mailing a questionnaire survey to those who agreed to participate. Findings – Group-buying operators need to understand their consumers and the scheduling shopping rules between internet shoppers and firms. Moreover, word-of-mouth (WOM) can be created online by offering web visitors the ability to access the opinions of satisfied customers. Practical implications – An online business may adopt different methods to enhance its customer satisfaction level. When people enter a significant amount of personal data at a web site, they are typically reluctant to change vendors and enter the data again. Social implications – Customers view a group-buying operator as a shopping expert, and expect that the group-buying operator can handle shopping problems before a dispute occurs. Originality/value – The findings of this study provide interesting insights for group-buying operators interested in group-buying commerce; consumers having a high level of interest in shopping possess a strong motivation and desire to interact with the group-buying operator.
Purpose – The purpose of this paper is to investigate how online trust affects group shopping intention in the Ihergo web site. Design/methodology/approach – Samples from the Ihergo web site were collected by mailing a questionnaire survey to those who agreed to participate. Findings – Group-buying operators need to understand their consumers and the scheduling shopping rules between internet shoppers and firms. Moreover, word-of-mouth (WOM) can be created online by offering web visitors the ability to access the opinions of satisfied customers. Practical implications – An online business may adopt different methods to enhance its customer satisfaction level. When people enter a significant amount of personal data at a web site, they are typically reluctant to change vendors and enter the data again. Social implications – Customers view a group-buying operator as a shopping expert, and expect that the group-buying operator can handle shopping problems before a dispute occurs. Originality/value – The findings of this study provide interesting insights for group-buying operators interested in group-buying commerce; consumers having a high level of interest in shopping possess a strong motivation and desire to interact with the group-buying operator.
