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Perceived benefits, perceived risk, and trust: Influences on consumers' group buying behaviour

Matthew Tingchi Liu (Department of Marketing, Faculty of Business Administration, University of Macau, Taipa, Macao)
James L. Brock (Business School, Pacific Lutheran University, Tacoma, Washington, USA)
Gui Cheng Shi (Department of Marketing, Faculty of Management and Administration, Macau University of Science and Technology, Taipa, Macao)
Rongwei Chu (School of Management, Fudan University, Shanghai, China)
Ting‐Hsiang Tseng (Department of International Trade, Feng Chia University, Taichung, Taiwan)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 29 March 2013

16670

Abstract

Purpose

The purpose of this paper is to investigate how perceived benefits, perceived risk, and trust influence Chinese consumers' online group buying organized by institutional initiators.

Design/methodology/approach

In total, 578 valid samples were collected via an online survey. Multiple regressions were used to test the research model.

Findings

The results show that three perceived benefits (price benefit, convenience benefit, and recreational benefit) and three factors that together represent trust of the initiator (perceived reputation, structural assurance, and website trustworthiness) significantly positively influence consumers' attitudes toward online group buying.

Originality/value

This study is the first one to specifically focus on how perceived benefits and perceived risks influence consumers' attitudes toward online group buying.

Keywords

Citation

Tingchi Liu, M., Brock, J.L., Cheng Shi, G., Chu, R. and Tseng, T. (2013), "Perceived benefits, perceived risk, and trust: Influences on consumers' group buying behaviour", Asia Pacific Journal of Marketing and Logistics, Vol. 25 No. 2, pp. 225-248. https://doi.org/10.1108/13555851311314031

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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