Abstract
This study investigates through perceived hedonic values the influence of two features of groupbuying websites, novel curiosity and site navigation, on online consumer purchase intentions and behavior. Using GROUPON Taiwan as a case study, a webbased online questionnaire is used to collect survey data from 290 valid participants. By analyzing this information through the Partial Least Squares program, the results support the hypothesis that curiosity and navigation have significantly positive effects on perceived hedonic values and attitudes. Furthermore, these values likewise have a significant positive effect on online group-buying intentions.
| Original language | English |
|---|---|
| Pages (from-to) | 2169-2176 |
| Number of pages | 8 |
| Journal | Journal of Software |
| Volume | 8 |
| Issue number | 9 |
| DOIs | |
| State | Published - 2013 |
| Externally published | Yes |
Keywords
- Curiosity
- GROUPON
- Navigation
- Online group-buying
- Perceived hedonic value