Impact of Group Pressure and Time Distance on Customer Purchase Intention in Group-buying Online
With the development of e-commerce, online group shopping, as a new consumption model, has been widely accepted by people.Discussions on influencing factors of consumers intentions of online group shopping has become an emerging research hotspot.Based on S-O-R model and taking perceived value as well as positive mood as intervening variable, this essay puts forward presumptive model on influences group pressure and time distance have on consumers intentions of online group-shopping.This essay examines the research model with the help of the combination of situational experiment and questionnaire survey.The data analysis results show that positive emotion plays a partial mediation effect between time distance and purchase intention in group-buying online.Time distance has significant reverse effect on positive emotion, and thus stimulates purchase intention.This research enriches the theory of consumption behavior and consumption psychology in online group-buying.The research results have a certain reference value for the group-buying websites and businesses.
group-buying group pressure time distance purchase intention
GUAN Yinan YANG Shuhua
School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094, China
国际会议
武汉
英文
256-261
2016-10-21（万方平台首次上网日期，不代表论文的发表时间）