Understanding Online Group-Buying Intention: the Role of Trust, Trust Transference and Conformity

Abstract

As the widespread use of group-buying web sites increases, so does the need to assess factors affecting group-buying intention. This study aims to provide a picture of factors influencing behavioral intention in online group-buying auctions, and directs the efforts to investigate how trust, trust transference and conformity affect buyers’ decision-making processes. Specifically, we proposed four dimensions of trust (trust in web sites, trust in e-vendors, trust in organizers and trust in buyers) in our model and used data from a survey of 239 members of an online group-buying site to test the model. The four dimensions of trust and conformity are found to directly affect attitude, which in turn is positively associated with intention. However, conformity does not exert a positive effect on intention. Giving support to the linkages between the four dimensions of trust and attitude, the present study is possibly the first to employ the multidimensional concept of trust in the group-buying auction and further broadens the application of the trust-transfer principle in this context. Finally, this study discusses the implications of these findings and offers direction for future research.