| Status | 已發表Published |
| Online Group-Buying: The Effect of Offer Popularity on Consumer Purchase Intention | |
| Chow, W. C.; Fu, S. F.; Lai, Y. M. | |
| 2015-12-01 | |
| Source Publication | Proceedings of the 29th Australian and New Zealand Academy of Management (ANZAM) Conference
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| Abstract | Offer popularity is one of the critical factors affecting consumer sign-up intention of a group-buying offer. Drawing on the bandwagon effect (Leibenstein, 1950) and the negative externality effect (Katz, & Shapiro, 1985), we provided empirical support for the inverted U-shape pattern between popularity of the group-buying offer and consumer buying intention. Specifically, consumer sign-up intention for the group-buying offer increases as the offer gets popular; it starts to drop when the level of popularity is up to a certain point. Additionally, consumer risk aversion moderates the above relationship, such that the inverted U-shape pattern becomes less pronounced for risk-taking consumers. |
| Keyword | online group-buying offer popularity risk aversion purchase intention |
| Language | 英語English |
| The Source to Article | PB_Publication |
| PUB ID | 23240 |
| Document Type | Conference paper |
| Collection | DEPARTMENT OF MANAGEMENT AND MARKETING |
| Recommended Citation GB/T 7714 | Chow, W. C.,Fu, S. F.,Lai, Y. M.. Online Group-Buying: The Effect of Offer Popularity on Consumer Purchase Intention[C], 2015. |
| APA | Chow, W. C.., Fu, S. F.., & Lai, Y. M. (2015). Online Group-Buying: The Effect of Offer Popularity on Consumer Purchase Intention. Proceedings of the 29th Australian and New Zealand Academy of Management (ANZAM) Conference. |
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