| dc.description.abstract | Starting from a simple business concept, group online purchasing has become a
successful business model and expanded worldwide. A number of researches in this topic
have been conducted in various countries however only few studies have been made in this
field for Vietnamese groupon websites.
This research aims to identify factors affecting customer’s purchasing intention for
the case of online groupon (online purchasing group) in Ho Chi Minh City when they buy
a product or service via Groupon Website.
The literature review comprises of theoretical framework for the research model,
the measurement of five factors mentioned in the model, and questionnaires for the study
of customer’s purchasing intention though Groupon websites.
After data were collected, SPSS software was used for analyzing the primary data.
The results showed that the following factors Easy-to-Use Website, Trust and Perceived
Product Quality, Customer Service, Product Price, Website Brand and Perceived Customer
Value have positive impact on Customer’s Purchase Intention.
Although there are still limitations in terms of this study, the author hopes that the
research findings could be a useful source of reference for managers of Groupon websites
when they want to improve service quality and increase Customer Perceived Value.
Keywords: Online Purchasing Group or Groupon, Customer Purchase Intention,
SPSS, Easy to Use Website, Customer Services, Trust, Perceived Price, Perceived Product
Quality, Valence of Experience, Website Brand, and Perceived Customer Value. | en_US |
