What Are the Most Important Factors That Influence Customer Satisfaction When Buying Online?

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CONSUMER ACCEPTANCE AND CONTINUANCE OF ONLINE GROUP BUyING
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
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Only a few months later, this new electronic commerce platform from the USA had surged across the globe. Just as Groupon has expanded internationally, similar electronic commerce operations have also been observed to be mushrooming globally (e.g., Living Social, Deal Mates, and Milk-A-Deal in Malaysia and Lashou and Meituan in China). According to a market research report by BIA-Kesley in 2011, consumer spending on OGB offers is likely to reach $3.9 billion in the USA alone by 2015. Similarly, the work of Wei et al. [49] showed that, by September 2010, there were over 1,000 OGB sites in China and sales had already breached the one billion Yuan mark. Based upon the statistics of the two largest consumer markets, similar booms in consumer spending and gross revenues from this contemporary electronic commerce business model can reasonably be expected. Spring 2014

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

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