What Are the Most Important Factors That Influence Customer Satisfaction When Buying Online?
WENG MARC LIM Monash University Selangor Darul Ehsan, Malaysia DING HOOI TING Universiti Teknologi Petronas Malaysia
ABSTRACT The aim of this study is to establish and examine the significance of a consumer acceptance and continuance model for online group buying through the integration of entertainment gratification and perceived risk with the Technology Acceptance Model. A quantitative study was conducted and data were obtained through a mall-intercept systematic sampling distribution of questionnaires. The results indicate that perceived usefulness, perceived ease of use and perceived risk all have a significant relationship with consumer attitudes, which subsequently has a …show more content…
The operationalization of OGB is simple: it refers to the act of a group of consumers who collectively (who may or may not be friends) purchase deals (in the form of coupons for later redemption) for products or services at significantly reduced prices when the number of buyers (set by the organization placing the deal on the OGB site) required to participate in the purchase is met (i.e., there are activation criteria for a deal to go on sale). Upon closer examination, two specific features of OGB sites can be