A PROPOSED MODEL FOR UNDERSTANDING THE INFLUENCING FACTORS ON PURCHASE INTENTION TOWARDS ONLINE GROUP BUYING WEBSITE

The purpose of this paper is to review about consumer purchase intention towards online-group buying websites and to propose a model for the influencing factors that might impact consumer purchase intention. We develop model based on a review of previous research on online purchase intention, perceived ease of use, perceived usefulness, perceived risks, price, electronic word of mouth (e-WOM) and Technology Acceptance Model. The model can be used to understand consumer purchase intention toward online group buying website. This research stream can provide valuable insights for online-group buying websites and factors that motivate consumers to make online purchases from such websites. The significance of this study lies in the fact that it will provide vital insights on how perceived ease of use, perceived usefulness, perceived risks, price and e-WOM (electronic word of mouth) affect the purchasing intentions of online customers towards online group purchasing websites in Malaysia

Keywords:

E-commerce , online group buying , online shopping behavior , Technology Acceptance Model , purchase intention , perceived usefulness , perceived ease of use , E-WOM (electronic word of mouth)