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首页> 外文期刊>Journal of retailing and consumer services >Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying
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Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying

机译：消费者感知的价值，参与度，信任度，对人际关系的敏感性以及参与在线团购的意愿

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摘要

Postulating consumer involvement as crucial to online group buying, this study deploys consumer perceived value, perceived trust, and susceptibility to interpersonal influence to provide a closer look at consumer intention to participate in online group buying. The results of the proposed model, tested using structural equation modeling on a sample of 553 respondents, show that consumer involvement plays a central role in explaining intention to participate in online group buying. Consumer perceived value, perceived trust, and susceptibility to interpersonal influence all show a significant relationship with consumer involvement. Consumer perceived value also exhibits a strong relationship with perceived trust, which, in turn, exhibits a significant relationship with intention to participate in online group buying. The results furnish significant contributions to the theory and practice of online group buying and retailing. The limitations of the study and implications for future research in online group buying are discussed.
机译：假设消费者的参与对于在线团购至关重要，该研究利用了消费者的感知价值，感知的信任以及对人际影响的敏感性，以更仔细地了解消费者参与在线团购的意图。使用结构方程模型对553个受访者的样本进行测试，所提出模型的结果表明，消费者的参与在解释参与在线团购的意图方面起着核心作用。消费者的感知价值，感知的信任以及对人际关系影响的敏感性都与消费者的参与密切相关。消费者的感知价值还与感知的信任度密切相关，而信任度又与参与在线团购的意图密切相关。结果为在线团购和零售的理论和实践提供了重要的贡献。讨论了研究的局限性以及对在线团购的未来研究的意义。

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