Preliminary communication

FACTORS ASSOCIATED WITH STATIC-PRICE ONLINE GROUP BUYING

Antonia Bralić ; Faculty of Economics, University of Split
Mario Jadrić ; Faculty of Economics, University of Split
Maja Ćukušić orcid.org/0000-0002-7553-8273 ; Faculty of Economics, University of Split

Abstract

Numerous researchers explore key influencers of online consumer behavior, and the willingness to transact in the online environment in particular. The proliferation of online group buying websites is changing marketing strategies and buyers’ habits without doubt. The purpose of this research is to investigate and identify critical factors that affect the intention to purchase from group buying websites among student population. A survey-based approach was employed to investigate the research question among a group of students in a
proctored environment. In line with the relevant findings related to key influencers, regression analysis demonstrated that trust, transaction cost and perceived security are significant influencers on student’s intention to engage in online group buying activities, while internet privacy concerns are not.

Keywords

group buying; online shopping; trust; perceived security; transaction cost

Hrčak ID:

123479

URI

https://hrcak.srce.hr/123479

Publication date:

26.6.2014.

Article data in other languages: croatian

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