Determinants of Consumer's Intention to Participate in Group Buying

The article proposes a model that related individual differences, intergroup characteristics, initiator characteristics to consumer's group buying intention, medicated by browsing time. Data was collected from students studying at a number of colleges, universities and young workers. A total of 500 questionnaires were distributed, of which 264 were successfully replied respondents, yielding a usable response rate of 52.8%. Multiple regression analyses were used for hypothesis testing. The results of the study show that gender, perceived price fairness, peer referent, initiator expert and initiator communication have a significant impact on consumer's group buying intention. In addition, the mediating impact of browsing time is partially supported. Suggestions for implications of the research and future research are also presented.