Abstract
This study investigates the moderating effects of consumer personality traits and the mediating effects of social influence susceptibility in consumers on the relationship between individuals’ cultural orientations and intentions toward online group buying (OGB). The Big Five personality dimensions, normative social influence, and Hofstede’s cultural dimensions are considered. Because understanding what motivates consumer intentions toward OGB is a major focus of firms and OGB website operators, this study contributes to the topic by identifying consumers’ personality traits and levels of susceptibility to social influences, which impact OGB intentions. Findings in Study 1 reveal that consumer personality traits (e.g., agreeableness) moderate the impact of individual cultural orientations (i.e., collectivism) on intentions toward OGB. Study 2 describes the mediation process of susceptibility to normative social influences on OGB intentions. The findings from this study bridge a literature gap in the context of OGB by demonstrating how OGB site operators can improve marketing strategies, leading to increase sustainable purchase intention. The article concludes with managerial implications by providing insights for online group buying sites and firms, particularly those that target collectivistic cultural markets.
Highlights
The Internet has enabled the rapid development of electronic commerce, creating many innovative digitizing business models
Participants were asked to rate the following statements: “I intend to engage in online group buying”, “I intend to purchase items by online group buying in the future”, and “I intend to search for more OGB information, products, and services”
Hypothesis 3 predicted that susceptibility to social influence would mediate the effects of individuals’ cultural orientations on OGB intentions
Summary
The Internet has enabled the rapid development of electronic commerce, creating many innovative digitizing business models. Consumers with a highly cooperative personality have intentions to use online group buying and are more likely to participate in OGB as a form of conformity with collective goals [8,9]. The cultural orientations of individuals are useful in studying consumer personality traits, in terms of consumer intentions toward OGB. This is acutely apparent in a collective cultural context wherein individuals uphold compliance with group interests as a social norm [10,11].
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