Research Article
Factors Influencing Online Group Buying in Taiwan: An Empirical Study Based on the TPB Framework
@INPROCEEDINGS{10.1007/978-3-030-06158-6_26, author={Chih-Ching Hung and Nai-Chang Cheng and Shang-En Yu and Hong-Tsu Young}, title={Factors Influencing Online Group Buying in Taiwan: An Empirical Study Based on the TPB Framework}, proceedings={Wireless Internet. 11th EAI International Conference, WiCON 2018, Taipei, Taiwan, October 15-16, 2018, Proceedings}, proceedings_a={WICON}, year={2019}, month={1}, keywords={Online group buying Theory of planned behavior Theory of planned behavior}, doi={10.1007/978-3-030-06158-6_26} }- Chih-Ching Hung
Nai-Chang Cheng
Shang-En Yu
Hong-Tsu Young
Year: 2019
Factors Influencing Online Group Buying in Taiwan: An Empirical Study Based on the TPB Framework
WICON
Springer
DOI: 10.1007/978-3-030-06158-6_26
Abstract
The motivation behind this paper is to give a clarification of elements impacting on the web aggregate purchasing of Taiwanese adopter of online gathering purchasing, which can help the professionals of Taiwan to grow better market techniques. An observational review was utilized to test the speculations. A structural equation modeling (SEM) is proposed to survey the connections of the exploration show. Finding – The discoveries in this paper demonstrate that the emotional standards and state of mind toward online gathering purchasing are critical factors in anticipating the buyer goal of purchasing together in Taiwan. Additionally, the apparent trust and helpfulness are huge to enhance the state of mind. Down to earth suggestions – The outcomes in the paper encourage to comprehend what empowers and hinders the buy aim of adopters of online music in Taiwan. The estimation of this paper is to build up a hypothetical model consolidating an expansion of trust and TAM model with TPB to explore the buy conduct of OGB in Taiwan. The consequences of this investigation help OGB specialists of Taiwan and other Asian countries culture like Taiwan to make a win plan of action.
