The effects of information richness and navigation on value and behavior intentions: The case of GROUPON Taiwan

Online shopping value involving perceived utilitarian value and perceived hedonic value affect consumer behaviour intention. Studies on the effects of Web site characteristics on online group buying behavior through online shopping value are scant. Thus, this study investigates the effects of information richness and navigation of GROUPON Taiwan Web site characteristics on online group buying intention through utilitarian and hedonic value. The results show that information richness has significantly positive effects on both perceived utilitarian value and perceived hedonic value. Navigation also has significantly positive effects on both perceived utilitarian value and perceived hedonic value. Both perceived utilitarian and hedonic value have significantly positive effects on online group buying intention. However, perceived hedonic value has a stronger significant effect on intention than utilitarian value, which indicated that perceived hedonic value has an important role in online group buying intention. Our findings have suggestions for design of online group buying Web site and for future research studies.