The key factors infuence consumer intention of online group - buying

Abstract

The research explores the main factors affecting the intention of online groups-buying in Vietnam. Data was collected from 201 potential customers who have visited at least a group-buying website. The results indicate that the trust has the most powerful effect on group-buying. The conformity is the second importance. Finally, discount and “herd” factors have the least effect on online group-buying. The research has drawn out some managerial implications in attracting consumers to join online group-buying. Online firms need to create customer trust and exploit the strength of low price to be successful in this special business model.

Keywords

• ý định mua theo nhóm
• sự tin tưởng
• sự hòa hợp
• tâm lý đám đông
• giá giảm