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Influence of the Perception of Network Group-Buying on Purchase Intention of University Students Under the Impact of Reference Groups

In: Liss 2014

Author

Listed:
  • Wanming Chen

    (Nanjing University of Aeronautics and Astronautics)

Abstract

This paper discusses the impact of perceived value and risks on network group-buying of college students. From a multidimensional perspective, it quantifies the composition of perception variable, and studies regulation role of the reference group for these effects. Using structural equation model, multi-factor variance analysis and multiple comparisons and other methods for empirical model checking. The research finds that: (1) Functional value, emotional value, service risks, psychological risks in network group-buying play a significant effect on purchase intention of college students. (2) Reference group has significant regulatory function of the willingness to buy. (3) In the case of general support of reference groups, the perceived value declines but the willingness to buy doesn’t change significantly.

Suggested Citation

  • Wanming Chen, 2015. "Influence of the Perception of Network Group-Buying on Purchase Intention of University Students Under the Impact of Reference Groups," Springer Books, in: Zhenji Zhang & Zuojun Max Shen & Juliang Zhang & Runtong Zhang (ed.), Liss 2014, edition 127, pages 1065-1070, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-43871-8_153
    DOI: 10.1007/978-3-662-43871-8_153
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