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Factors influencing consumers' purchase intention towards online group buying in Malaysia

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  • Yean Sien Liew
  • Mohammad Falahat

Abstract

Online group buying (OGB) is growing rapidly and it has become popular in many countries. Due to the lack of research and early stage of development in the developing and emerging market, we aim to examine the factors influencing consumers' purchase intention towards online group buying in the Malaysian context. Through intensive literature review on consumers' purchase intention and online group buying, a set of factors are proposed as leading influencers. This paper reveals that perceived usefulness (PU), perceived ease of use (PEOU), price, electronic word of mouth (e-WOM), trust and perceived risk (PR) are the main determinants of online group buying. The three major factors, PU, price and e-WOM, demonstrated relatively strong impact on consumers' purchase intention towards OGB whilst trust and perceived risk shown significant impact and moderate impact respectively on consumers' participation in OGB. Contrarily, PEOU was found to have no influence in Malaysian consumers.

Suggested Citation

  • Yean Sien Liew & Mohammad Falahat, 2019. "Factors influencing consumers' purchase intention towards online group buying in Malaysia," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 10(1), pages 60-77.
    • Handle: RePEc:ids:ijemre:v:10:y:2019:i:1:p:60-77
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    Citations

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    Cited by:

    1. Mengyao Zhang & Hasliza Hassan & Melissa Wendy Migin, 2023. "Exploring the Consumers’ Purchase Intention on Online Community Group Buying Platform during Pandemic," Sustainability, MDPI, vol. 15(3), pages 1-13, January.
    2. Krishna Moorthy & Nik Mohamad Zaki Nik Salleh & Ang Xin Jie & Chan Shu Yi & Lau Shin Wei & Loo Yian Bing & Yee Zhao Ying, 2021. "Use of Social Media in Planning Domestic Holidays: A Study on Malaysian Millennials," Millennial Asia, , vol. 12(1), pages 35-56, April.
    3. Muhammad Hamza & Rai Waqas Azfar & Khwaja Mateen Mazher & Basel Sultan & Ahsen Maqsoom & Shabir Hussain Khahro & Zubair Ahmed Memon, 2023. "Exploring Perceptions of the Adoption of Prefabricated Construction Technology in Pakistan Using the Technology Acceptance Model," Sustainability, MDPI, vol. 15(10), pages 1-25, May.
    4. Wei Zhang & Linhui Sun & Xinping Wang & Anbo Wu, 2022. "The influence of AI word‐of‐mouth system on consumers' purchase behaviour: The mediating effect of risk perception," Systems Research and Behavioral Science, Wiley Blackwell, vol. 39(3), pages 516-530, May.

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