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.