Abstract
This paper constructs a conceptual model of how group-buying servicescape affect consumers’ purchase intention and discusses the regulating effects of price discount and time pressure. This research uses a survey approach to collect data, as a result, we collected 506 valid questionnaires. The results show that aesthetic appeal, information exchange, interpersonal interaction and perceived security have a positive effect on positive emotion; layout and functionality, information exchange and interpersonal interaction have a positive effect on virtual touch. Positive emotion and virtual touch can promote the consumer’s purchase intention, and time pressure and price discount play a regulatory function. The results of this study have an important reference value for group-buying operators to use servicescape to attract and retain consumers.
Highlights
Group-buying as a new e-commerce model, through the consumer self-group and professional group-buying web site to enhance the bargaining power of customers and businesses
The research indicates that aesthetic appeal, information exchange, interpersonal interaction and perceived security have a positive effect on positive emotion; layout and functionality, information exchange and interpersonal interaction have a positive effect on virtual touch
H1b are not supported, the layout and functionality does not affect the positive emotions, the reason may be that consumers are more concerned about the product itself, customization of online group-buying may is a waste of time
Summary
Group-buying as a new e-commerce model, through the consumer self-group and professional group-buying web site to enhance the bargaining power of customers and businesses. After several years of development, there are many third-party group-buying web site, such as meituan.com, lashou.com, nuomi.com, manzuo.com, 55.com, etc. According to iResearch released data showed that in the first half of 2016, China group-buying market turnover reached 77.01 billion yuan, compared with the same period in 2015 increased by 167.7%. To explore the impact of groupbuying servicescape on consumer's purchase intention, will help operators to create a good shopping environment, so as to attract and retain more consumers. To determine whether online group-buying servicescape (physical service environment, social interaction and financial security) has significant relationship with emotional cognition (positive emotion and virtual touch). To explore the relationship between emotional cognition (positive emotion and virtual touch) and purchase intention. To study the regulating role of time pressure and price discount on emotional cognition and purchase intention
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