Abstract
Online group buying, which is a system that provides daily discounts for various services and products, is a new form of marketing at the junction of promotion and pricing that has attracted the attention of both practitioners and academia. It allows strangers to unite in order to buy products at cheaper prices and has gained exponential growth in online sales worldwide. Consumers are more likely to trust group-buying if they perceive fairness. The words of others may influence members' decisions of group-buying; this study investigates the two-level hierarchical relations between the individual perception and group climate, utilizing hierarchical regression analysis of the data from 221 respondents. The results indicate that at the individual level, buyers' perceptions of fairness positively influenced trust; their perceptions of the usefulness and ease of use also had positive effects on their attitudes. At the group level, it was shown that a critical mass could influence attitudes and intentions.
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