Purchase experience and involvement for risk perception in online group buying
Nankai Business Review International
ISSN: 2040-8749
Article publication date: 30 October 2018
Issue publication date: 26 November 2018
Abstract
Purpose
The paper aims to explore the factors that influence the risk perception. The moderating roles of purchase experience and purchase involvement are also investigated.
Design/methodology/approach
The conceptual model is framed into the SOR (stimulus-organism-response) model, which was tested using data collected from the users of a leading group buying platform in China, with the help of LISREL.
Findings
The result indicates that both vendor- and intermediary-related factors exert negative yet significant influences on perceived risk. The relationships between vendor-related attributes and perceived risk are contingent on purchase involvement. The relationships between intermediary-related attributes and perceived risk are subject to purchase experience.
Originality/value
This study explores the moderating effects of purchase experience and purchase involvement based on the characteristics of group buying, demonstrating the differences from traditional online shopping.
Keywords
Acknowledgements
The authors would like to acknowledge the financial support from the National Natural Science Foundation of China (#71471125). They also would like to thank Prof Dongyu Chen for his guidance on this study and greatly appreciate his authorization of accessing his data set for this study.
Citation
Li, W. and Yuan, Y. (2018), "Purchase experience and involvement for risk perception in online group buying", Nankai Business Review International, Vol. 9 No. 4, pp. 587-607. https://doi.org/10.1108/NBRI-11-2017-0064
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited