Consumer Purchase Intention Towards Online Group Buying Website in Malaysia

Abstract

Online group buying has emerged as a new form of e-commerce that has numerous benefits to all partners in the transactions, e.g. customers, intermediaries, suppliers, and merchants. Since the concept of online group buying website is still in the preliminary development phase in Malaysia, there is need to examine factors that affect consumer purchase intention towards online group buying website. The purpose of this research is to investigate and determine how perceived ease of use, perceived usefulness, perceived risks, price and e-WOM (electronic word of mouth) affects the purchasing intentions of online customers towards online-group purchasing websites. The study will use TAM (Technology Acceptance Model) and its constructs as a theoretical and conceptual framework to achieve the study objective. A quantitative study was used to accomplish the objective of this study, which is to investigate and determine the purchasing intentions of online customers towards online-group purchasing websites in Malaysia. The data was collected using an online survey. There were 115 respondents have participated in this survey, data were analysed using IBM SPSS and Smart PLS3. The findings reveal that all hypotheses are supported. It is also showed that perceived usefulness has the highest impact on consumer online group buying websites. These findings provide valuable insights for online-group purchasing websites and the factors that motivate them to make online purchases from such websites. It can help scholars, policy makers, managers, and business enterprises to understand online group buying behavior in Malaysia.

Adoption and Usage of E-Grocery Shopping: A Context-Specific UTAUT2 Model

“…For one, papers that include constructs similar to PE (such as perceived usefulness and perceived relative advantage) hint at their potential importance as a predictor of online grocery buying behavior. Concretely, while Hansen [35], Chin and Goh [36], Loketkrawee and Bhatiasevi [37], Nguyen et al [38], and Frank and Peschel [39] point towards PE's indirect impact via attitude, Verhoef and Langerak [40], Kurnia and Chien [41], Hui and Wan [42], and Driediger and Bhatiasevi [43] find evidence for a direct positive impact on online purchase intentions. Where EE is concerned, several studies explicitly show that the expected effort level and perceived complexity of using online grocery services are significantly negatively related to future buying intentions [35,[37][38][39][40][41][42][43][44][45][46].…”

“…Human et al [32] find evidence for the direct positive influence of HM on Mauritian consumers' BI. In a study for Malaysia, Chin and Goh [36] find a positive impact of perceived enjoyment on consumers' attitude towards online grocery shopping, albeit only at the 10% significance level. In the Thai study of Driediger and Bhatiasevi [43], perceived enjoyment impacts BI via its influence on perceived usefulness and perceived ease of use.…”