CCR

Previous Issue

Asian Journal of Information and Communications 12(1)
Asian Journal of Information and Communications 12(1)

Call for Paper

Add to Bookmark

Editorial Office

Asian Journal of Information and Communications

Understanding the determinants of consumer impulse buying on online group buying websites in Taiwan: S-O-R approach Serhan Demirci et al.

  • Page:0
  • 2020-10-07
In the online shopping environment, the mode of consumption has extended from individual
consumption to group buying. In Taiwan, the online group buying market grows stably yet
competition among websites is fierce. Moreover, Taiwan consumers show high impulsive
buying tendency in the online shopping environment, and all the advantages of online group
buying increase opportunities for impulse buying. This study proposed a framework based
on the S-O-R model to find the antecedents of consumer reaction and behavior, especially
to distinguish task-relevant and mood-relevant stimuli. An online survey was conducted on
247 participants who had purchased products from online group buying in Taiwan, in order
to empirically examine the proposed research model. Partial least squares (PLS) was
employed to analyze the research model. The results show that (1) information fit-to-task,
convenience, price attribute, social influence and vendor's creativity have a positive effect
on perceived usefulness, (2) product attractiveness, information fit-to-task, convenience,
price attribute, social influence, and the vendor's creativity have a positive impact on
perceived enjoyment, (3) perceived usefulness has a positive impact on perceived
enjoyment, (4) perceived enjoyment directly and positively influences consumers’ impulse
buying intention, whereas perceived usefulness negatively affects impulse buying intention,
(5). The moderating effect of self-confidence is confirmed.

Keywords: online group buying, S-O-R model, impulse buying intention

  PDF Download
  • Facebook
  • Share onTwitter