What Influences Buying Leisure Services Coupons on Online Group Buying?

Abstract

The aim of the paper is to identify and evaluate the parameters of quality, which influence the customers to purchase the leisure services coupons on online group buying (OGB). We examine six quality parameters, namely price, trust, belonging to virtual community, system quality, information quality and service quality towards intention to buy leisure services coupons on group buying sites. These quality parameters were tested using three focus groups discussions and paper based survey data collected from 81 experienced customers. The result shows that price has the greatest impact on customers’ intention to buy on group buying sites, while other quality parameters have no significant influence. Additionally, we identified positive relationships among customers’ group buying experience (positive/negative), customers’ purchase frequency in online group buying and intention to buy on group buying sites in the nearest future.

DOI: http://dx.doi.org/10.5755/j01.ee.27.3.12944