| dc.description.abstract | The main purpose of this study is to estimate the antecedents of online group-buying behavior. The theoretical frameworks come from Price, Social influence and Technology acceptance model. From prior research, there are six factors which considered doing the research. They are Price discount, Price and sales proneness, Participation volume, Perceived vendor reputation, Perceived ease of use and Trust in vendor. In addition, the study also examines the relation between Perceived vendor reputation, Perceived ease of use and Trust in vendor.
Both quantitative and qualitative methods are used in this study. In qualitative method, the study does some analysis to confirm conceptual framework and review questionnaire for the research stage. In quantitative method, questionnaires are spread out for all customers who have already bought from online group-buying websites at least one times. After collecting enough 300 respondents, data was analyzed by SPSS statistics and SPSS amos software follow 6 stages: Descriptive statistics, Reliability tests, Exploratory factor analysis, Confirmatory factor analysis, Structural equation modeling.
Finally, all results used to find out antecedent of online group-buying behavior and suggest some implications for vendors.
Keywords: Price discount, Price and sales proneness, Participation volume, Perceived vendor reputation, Perceived ease of use and Trust in vendor, SPSS statistics and SPSS amos | en_US |
