Abstract
Purpose - The research goal of this study was 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 participateFindings - Group-buying operators need to understand their consumers and the scheduling shopping rules between Internet shoppers and firms. Moreover, WOM can be created online by offering web visitors the ability to access the opinions of satisfied customers.Research limitations/implications - 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.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 research goal of this study was 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 participateFindings - Group-buying operators need to understand their consumers and the scheduling shopping rules between Internet shoppers and firms. Moreover, WOM can be created online by offering web visitors the ability to access the opinions of satisfied customers.Research limitations/implications - 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.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.
