A new mechanism for purchasing through personal interactions: fairness, trust and social influence in online group buying

• Published in: Information technology & people (West Linn, Or.) Vol. 35; no. 5; pp. 1563 - 1589
• Main Authors: Hung, Shiu-Wan, Cheng, Min-Jhih, Lee, Chia-Jung
• Format: Journal Article
• Language: English
• Published: West Linn Emerald Publishing Limited 08.07.2022; Emerald Group Publishing Limited
• Subjects: Attitudes; Behavior; Buying; Conformity; Consumers; Critical mass; Digital media; Electronic commerce; Influence; Information technology; Initiators; Interpersonal communication; Linear analysis; Mass media; Perception; Perceptions; Personal communication; Purchase intention; Purchasing; Shopping; Social climate; Social media; Social networks; Technology adoption; Social influence; Trust in initiator; Online group buying; Fairness

PurposeThe purpose of this article was to explore the influence of individual perception and social climate on consumer-initiated group-buying purchase decisions. An extended cross-level research model was used to explain how a new mechanism for purchasing through personal interactions could work.De...