Chin , Tracie Sook Harn (2012) Factors influencing consumers' purchase intention towards online group buying websites. Masters thesis, Universiti Malaysia Sabah.
This study aims to investigate the factors that will influence the consumer to purchase from online group buying websites. The objectives of this study were achieved by examining the relationship between purchase intention (dependent variable) and three variables identified as independent variables which include perceived usefulness, perceived ease of use and perceived enjoyment. The mediating roles of perceived usefulness and perceived enjoyment as well as the moderating role of informational social influence on the relationship between the independent variables and the dependent variables were examined . Results from the online questionnaire collected from 150 respondents were analyzed using exploratory factor analysis, reliability test, correlation analysis, multiple regression analysis and hierarchical regression analysis. Results show that there is a relationship between the independent variables and the dependent variable. The mediating variables have shown positive relationship with the dependent variable, purchase intention. Hence it is concluded that consumer purchase intention in online group buying websites are influenced by online group buying motivation drivers (perceived usefulness, perceived ease of use and perceived enjoyment).
|Item Type:||Thesis (Masters)|
|Subjects:||H Social Sciences > HF Commerce|
|Divisions:||SCHOOL > School of Business and Economics|
|Deposited By:||IR Admin|
|Deposited On:||29 May 2013 16:01|
|Last Modified:||29 May 2013 16:01|
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